Milk Mustache, Ninja Turtle Backpack and the Indy 500

Brazilian auto racing driver Helio Castroneves joins Scott Soshnick, Michael Barr and Eben Novy-Williams to discuss a host of issues related to the business of sports, including his participation in the Indianapolis 500, a race he's won three times. Castroneves talks about his team owner, Roger Penske, and the importance of communication and teamwork during a race. He also talks about what sponsors want from their agreements, and how the team's relationship with its sponsors goes beyond just the race track. Also discussed is how IndyCar can benefit from technology and media, and how NBC is taking a storytelling approach to its first Indy 500 coverage. Also discussed is his participation, and the promotion, that he received from appearing on Dancing With the Stars. Hosts: Scott Soshnick, Michael Barr and Eben Novy-Williams Producer: Madena ParwanaSee omnystudio.com/listener for privacy information.