NASCAR fans are known for their passion and dedication.
This past weekend, a team sponsor put that idea to the test - and a brave few decided not only to accept the challenge but also take it to another level.
Jeremiah Weed, sponsors of Sprint Cup driver Matt Kenseth, challenged the most passionate No. 17 supporters to show their true colors -- permanently -- for a good cause.
The malt beverage brand offered fans free tattoos and for each person that got inked, they would make a financial contribution to The Air Force Village, which provides “a safe, secure and dignified place for indigent surviving spouses of retired Air Force personnel.”
"It’s always interesting (to do unique promotions like this)," Kenseth said last week. "I think (Talladega) is a great place to do it. You get a lot of fans at Talladega that are very enthused and colorful and are really into their racing."
He was right.
A total of 17 fans picked from a variety of different options (Matt Kenseth’s signature, a number 17, Jeremiah Weed logos and a Jeremiah Weed Lightning Lemonade can) and got permanently inked.
For their part, Jeremiah Weed, part of the Diageo company, not only kept their financial pledge per person that got tattooed ($100), but they increased it to a total donation of $5,000 to The Air Force Village.