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Students from Howard University have found themselves in the midst of a pitched competition designed to help NASCAR reach an entirely new fan base.

Entitled “NASCAR Kinetics: Marketing in Motion,” the contest is an underwhelming attempt for the National Association for Stock Car Auto Racing to reach an audience that has long eluded them, the young, “hip” crowd.

Five students were selected from the historically Black college to travel to Miami’s South Beach to present their findings and pitch their ideas to NASCAR officials. Though the trip is sure to be nice, they will be competing against Coastal Carolina University and Notre Dame for the top prize, a chance to attend the final Sprint Cup race at Homestead-Miami Speedway.

Clark Atlanta University, Central Michigan University, and Winston-Salem State, also competed in the contest, but were not selected as finalists.