United Fiber & Data gets it

For Men, being the visual creatures that they are, sex sells

Last week, new IndyCar sponsor United Fiber & Data announced the UFD Grid Girls. These 6 women will serve as the spokesmodels for James Hinchcliffe's #27 UFD IndyCar for the 2014 season. Although the exact details of their involvement for UFD and at each race haven't been detailed, it's fairly safe to assume their duties. Having attractive women in tight clothing serving as models for a product at a race track is not a new concept.

Facing facts here, racing is still very male dominated in sport. Men care about fast cars and hot women. Well, if you are catering to the audience at hand, beautiful women are the way to go. There's a reason there are a lot of ladies in bikinis straddling low-riders on the cover of hot rod magazines. The two things just go together, right or wrong. Men like looking at pretty things. Period.