Conservative activists are racing to snag the pole position with NASCAR voters this election cycle.

While brand names like Skoal, Coca-Cola and Sprint competed for the hard-earned dollars of middle-class race fans on the midway of the Richmond International Speedway on a recent race day, the American Majority tent used race car simulators and patriotic banners to vie for something else: swing state voters. More than two dozen volunteers for the conservative group worked the race in Richmond on a recent weekend, trying to get fans not only to register to vote but to sign a pledge that they would make it to the polls in November.