Product: JK Tyre
Ad Agency: Contract

Market insiders say India's racing star Narain Karthikeyan currently has sponsorship in the range of $1 million (from the Tata group, Amaron, Kingfisher and JK Tyres, among others). But the economics of motorsport is very much different from that of the others.

While cricketers don't have to spend any of their endorsement money, Karthikeyan has to pay about Rs 3.25 crore (Rs 32.5 million) to maintain his seat with Carlin Motorsport, the British team he represents in the Telefonica series (a step below F-1).

Karthikeyan is also believed to have made some money -- reportedly Rs 25 lakh (about Rs 2.5 million) -- by endorsing Compaq. This young man was roped in by companies like Opel, Mobil, Kingfisher and Ford.

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