Racing Hearts

It is an intriguing plot line: fast cars, screaming fans, romantic women and dinner with a handsome driver.

If it sounds like something out of a Harlequin novel, it is. In a deal with NASCAR, Harlequin Enterprises has crafted a new series of romance novels set against the backdrop of the thrill-a-minute world of NASCAR.

“It was an unexpected love story between the two,” says Harlequin spokesperson Marleah Stout.

The partnership was forged as a way for NASCAR to reach more female fans and consumers though tales that weave the excitement of car racing with titillating love affairs. About 40% of NASCAR fans are female and many like to read.

A Web site dedicated to the new series, GetYourHeartRacing.com, shows off the first two titles. The first, In the Groove, debuted in February. The book tells the story of a NASCAR superstar colliding with a headstrong woman unimpressed by his jet set lifestyle. The second book, On the Edge, spins the tale of a female NASCAR owner and a rookie driver. A warning at the site reads: Fasten your seat belts it's going to be a wild ride. The first two books are written by Pamela Britton, however, other authors will help pen a total 19 books for the series, with one debuting each month.

To generate some excitement around the partnership, a sweeps promoted at the site began on Valentine's Day dangling a grand-prize six-day trip for two to Charlotte, NC, dinner with NASCAR driver Carl Edwards, driver of the No. 99 Office Depot Ford for Roush Racing, two tickets to a VIP experience at the NASCAR NEXTEL All-Star Challenge and $200 in spending money. The prize is valued at $4,800. One first-prize winner gets a leather jacket autographed by Edwards and a copy of In the Groove, autographed by the author and Edwards. One second-prize winner receives a Carl Edwards hat and T-shirt and a signed copy of In the Groove. The sweeps, open only to females, ends March 14.

To help kick off the new partnership between NASCAR and Harlequin, Britton held a book signing at the NASCAR Pit Stop store during Speedweek leading up to the Daytona 500 race that was held Feb. 19. The All-Star Challenge takes place May 20 at Lowe's Motor Speedway in Charlotte, NC.

Harlequin produces more than 115 titles monthly and publishes more than 1,300 authors from around the world.