NASCAR's Mike Bliss' Sponsorship: Driving Miss Kardashian

Desperate times call for desperate measures. But there's a limit to saving face, isn't there?

Mike Bliss, a Sprint Cup Series driver, used to be driving the No. 36 Wave Energy Drink Chevrolet. He will now be driving the No. 36 Kim Kardashian Fragrance Chevrolet, and somehow, this doesn't sit right in one of sport's most macho competitions.

Bliss' entire car is in various shades of pink, and Miss Kardashian's face is plastered on the Chevy's hood. NASCAR fans feared the day Kotex would be a major sponsor, but in all honesty, isn't this worse?

While Bliss is probably thrilled he has a sponsor, how many shades of red will he turn every time he has to talk about his car?

"The No. 36 Kim Kardashian Fragrance Chevrolet was real tight, but my crew loosened her up and she's gripping real well now," should be a major sound bite for every SportsCenter broadcast.

Besides all of the snickers Bliss will get over that fluffy pink Chevy, what about his fire suit? Is it pink as well?

Macho drivers should not be wearing pink. Period. Pray for Bliss.

Yes, we are in a recession and sponsorship is at a premium right now, but there is a point where things get to the point of ridiculousness and emasculating.

While male-enhancement products are still the subject of muffled giggles, their primary target—sexually active men—is sitting in the stands having a few beers. The ExtenZe No. 37 Ford driven by Kevin Conway makes a bit more sense. At least ExtenZe promotes better sex for men, and...their partners, too.

But having a boutique owner—who became famous because she hung out with her then-BFF Paris Hilton—grace the hood of your car is about as desperate as you can get.

Kim Kardashian's perfume may trigger a few men to race to Macy's and snatch up a bottle, but in the end, this really comes down to getting more viewers to watch the Kardashians' reality show. Or following her on Twitter.

While Bliss is probably thrilled he has a ride, he has to be mortified at this sponsorship. Yes, any sponsor that pays your bills and gets you on the track is good.

But it's ironic that a woman who rose to fame and fortune because of her derriere and who she dates is paying to make sure a hard-working man can bring the bacon home. 

And while Bliss may be happy Kardashian is keeping him on the track, deep down inside, he must feel a little resentful that this has what it has come down to.

Kim Kardashian owns Mike Bliss in the world of NASCAR sponsorship.

And it's now a very pink world.