The AAA Texas 500 has been held on the first Sunday in October at the Texas Motor Speedway in unincorporated land in the north Fort Worth area since the race's inception in 2005. While the locale is the same, this year the AAA Texas 500 will be held in "No Limits, Texas". 
The No Limits Texas theme is the third evolution of a marketing campaign to give a distinctive character to NASCAR racetracks West of the Mississippi. The No Limits, Texas rebranding of the Texas Motor Speedway is mean to recall showdowns in the "wicked fast" West.
The No Limits, Texas campaign is going to great lengths to promote itself. Aside from new signage at TMS, there is a redesigned website, concerted media campaign, and some edgy marketing. In the TV spot, NASCAR driver Matt Kenseth is featured getting a "No Limits" tattoo. And there is the tradition of celebrating by raising six shooters.
Will edgy marketing continue to propel the Texas Motor Speedways trek towards the top in NASCAR. Today may be a strong challenge to that fast and furious aspiration. Today the U.S. Grand Prix is being held at the Circuit of the Americas in Austin, Texas. Any Sunday in the Fall is a big NFL Football Day. And hunting season just opened in Texas. We will soon see who triumphs in the draw for fan support between NASCAR, F1, NFL and game hunting fans on the Sunday sports shootout.
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