"We are a sport that advertises,” he said. “And if they are allowed to advertise on TV, then I think they should be allowed to advertise in our sport."

As the U.S. economy has cooled in recent years, many owners have struggled to find sponsors willing to shell out around $15 million to put their names and logos on the hoods of stock cars.

NASCAR president Mike Helton said any liquor company wishing to advertise will have to have marketing campaigns "strongly grounded in responsibility."

One of NASCAR's most revered families, the Pettys, have never accepted any alcohol sponsorship on their cars. Kyle Petty says the racing company's policy stems from his grandmother's aversion to alcohol consumption of any kind. He says alcohol ads, like tobacco ads, should not be in places where young people are likely to see them.

The combination of hard liquor advertisements and fast cars has raised concerns, considering NASCAR's unquestioned influence on younger fans. Tobacco ads have nearly disappeared from NASCAR in recent years. Winston removed itself as title sponsor of the series in 2003 in the wake of a lawsuit settlement that included allegations of tobacco companies marketing cigarettes to children.