There’s been something of a change in the world of motorsport over the past few years. It has to do with where the money comes from. In the old days, it was tobacco, and to a lesser extent booze. Today such things are mostly banned, and when you look at a racecar covered in sponsor logos, you’re likely to see something crypto-, cyber-, or AI-related.

This makes sense—a larger and larger proportion of our GDP is wrapped up in those segments. They’re the ones with all the money, and it takes money to go racing. So at the amateur level, we’ve seen tech CEOs replace dentists as the privateer of choice: This past weekend’s Petit Le Mans included co-founders of GitHub, Crowdstrike, Shopify, and the creator of Ruby on Rails, to name a few.

But this is an instance where a sponsor can provide tangible benefits to their motorsports partner beyond a bank transfer, as Chip Ganassi Racing (CGR) and OpenAI have been showing in IndyCar this year.

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