Newsmakers: That could be you

MACLEAN'S MAGAZINE | 05.31.2010 edition

Montreal race car driver J.C. Cote was running on financial fumes as he approached the upcoming season of the Canadian Touring Car Championship season. “Racing is usually either a young man’s or a rich man’s sport,” said Cote. “At 38, I am neither.” He hit on the idea of augmenting his few large sponsors with a financial appeal on Facebook: for $5 he’ll plaster a sponsor’s picture on his car. So far, more than 50 people have bought face time, some for considerably more than $5. “We get to reach the little guy with a passion for racing, or for seeing his picture whiz by at 230 km/h,” said Cote.