RFID Tags Embedded in Daytona 500 Tires

Vroom. NASCAR and Goodyear have teamed up to mark all Goodyear Eagle tires with RFID tags. Pit crews, and potentially score-keepers, can read the tags as the cars come around the track or take pit stops. In the ultimate in PR-douchery, however, we get this sort of explanation from the tag manufacturer:

"We are pleased that we were able to cross the finish line with Goodyear and that they chose us to collaborate with them on the development and manufacture of their RFID tire tag," said Dan Finch, president and CEO of Advanced ID, the tag manufacturing company.

Chock full of info, right?

RFID tags embedded in Daytona 500 tires