How is funding a huge Bitcoin pump in any way urgent? Introducing speculative, non-dedicated users to the network increases volatility and makes it less usable as an actual monetary system.
You are missing the point- it's not a 'huge bitcoin pump', I don't even know where you got that from.
It's about bringing two entities together- bitcoin and Nascar fans. Bitcoin is not a secret, like some insider-stock trading crap. The more people get involved, the better it is for cryptocurrency. Keeps the supply down. pushes useability up. Imagine if only half of today's Nascar fan each bought .10 of a bitcoin- thats approximately 25 million fans with 1/10th a btc each, or 20% of the total supply available at this time.