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When it comes to identity theft services, LifeLock is outstanding in the industry. Established in 2005, when it comes to helping protect consumers from identity theft, they set the pace. Maybe that’s why the racing world is a perfect fit for and LifeLock CEO, Todd Davis.

If you’re an auto racing fan, you probably know all about LifeLock’s sponsorship of the LifeLock 400 NASCAR Nextel Cup Series in Kansas City last September. And there’s even more excitement coming up in 2008. For starters, there’s the LifeLock 400 on June15th at the Michigan International Speedway, and the 400 at the Chicagoland Speedway on July 12th.

”Since our sponsorship of the NASCAR Sprint Cup Series race at the end of last season, we have been looking for another opportunity to bring our prevention message to the fans, teams and corporate sponsors of NASCAR," said Todd Davis, LifeLock CEO and Founder. "The Fathers Day event at Michigan International Speedway is one of the most meaningful stops of the year for teams, the largest annual sporting event in the state and the perfect place for LifeLock to get reconnected with the sport."

They also sponsor LifeLock team drivers Kasey Kahne and Patrick Carpentier, and NASCAR teams BAM Racing, Rusty Wallace Incorporated, and McClure Motorsports. Their Indy Racing League teams include Rubicon Racing, Sam Schmidt Motorsports and Playboy Racing in the Grand American Rolex Sports Car Series and the Grand Am Cup Series. In fact, they’ll be the primary sponsor for the Rubicon team at the Indianapolis 500 on May 25th.

And now, LifeLock is strengthening their identity in the racing world by sponsoring the NASCAR creation “Identity of a Racing Champion” and adding it to their web pages at Visit for trivia contest and a chance to cast your vote for your favorite racing champion. “Identity of a Racing Champion” spotlights some of NASCAR’s past and present giants, and provides all access, behind the scenes footage and exclusive interviews.

For the Indy 500 race, LifeLock and the Rubicon team are promoting the company’s identity theft services with a sweepstakes in which the winner gets to be an honorary Rubicon team member for the entire race weekend. You don’t have to be a LifeLock member to enter, but new enrollees will be entered in the sweepstakes automatically.

Todd Davis’ association with auto racing goes back to the 1990s when he founded and became president of Marketing Champions, Inc., a Texas sports marketing company that specialized in “establishing and implementing well-chosen, well-managed motor sports sponsorship programs.”

It was during his tenure at Marketing Champions that Davis and Sam Schmidt began working together. Back then, Schmidt was a hotshot IRL driver, on the way to his first Indy 500. He was also client of Davis in 2000 when his car hit the wall during a practice run at the Walt Disney World Speedway. Though the spinal injuries he sustained in that accident ended his racing career, they didn’t end his relationship with Davis or with the racing world.

In the first year after that accident the Sam Schmidt Motorsports IRL team that Davis sponsors was born. Davis also continues to support the Sam Schmidt Paralysis Foundation, created that same year.

“I have known Sam for a long time and have had the opportunity to see what his foundation is doing to help find a cure for paralysis. Our company wanted to help him, his foundation and families that have to deal with these life-changing events every day,” Davis said.

Life has changed for Davis, too. In only three short years, he’s taken LifeLock from training wheels to pole position.

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