DAYTONA BEACH, Fla. — Think NASCAR is running out of sponsorship categories to mine? Think again.

The sanctioning body already has a bucketful of official sponsors, including an official outdoor and RV retail partner, an official shaving product and even an official cheese-filled snack.

Now add a new category: “Green” sponsors.

This week, NASCAR signed a deal with Creative Recycling Systems, a company that provides businesses and other organizations with a way to discard electronic devices in an environmentally responsible manner.

A sport based on burning fuel at a rapid rate might still be a tough sell to hard-core environmentalists, but this week’s deal may be an indication that the sport is beginning to shed its stigma.

“The stigma is history,” said Mike Lynch, NASCAR’s managing director of green innovation.

Yes, managing director of green innovation is a job in NASCAR.

Lynch said several existing NASCAR sponsors already had environmental initiatives, including at-track recycling programs. Now that they’ve landed a completely environment-focused sponsor, NASCAR hopes to add more.

“It’s a new category, sort of, historically for the sport,” Lynch said.

Brian Diesselhorst, vice president of marketing at Creative Recycling, said the company wasn’t sure initially if NASCAR was the right place to showcase its services.

“That was one of our reservations when I first brought this to my CEO,” Diesselhorst said.

As it turns out, Diesselhorst said: “They’re actually doing stuff.”

As part of the deal, the company hopes to set up stations at racetracks where fans can turn in unwanted electronics for recycling. They also hope to gain new business by talking to other NASCAR sponsors about potential partnerships.

“This is a big sport, and we want to be in it for the long term,” Diesselhorst said.

Fast Friday

Brad Keselowski posted the fastest 10-lap average during Daytona 500 practice Friday, barely edging Kyle Busch.

Keselowski averaged 195.898 mph during the second of two sessions at Daytona International Speedway. Busch averaged 195.895 mph. Clint Bowyer was third, followed by Tony Stewart, Jeff Gordon, Joey Logano and Mark Martin. Denny Hamlin, Martin Truex Jr. and A.J. Allmendinger rounded out the top 10.

Only 16 cars took the track in the morning session, and 23 turned laps in the afternoon.

Eleven drivers, including former Daytona 500 winners Kevin Harvick and Jamie McMurray, didn’t even leave the garage. Many teams avoided practice because they don’t have backup cars and were wary of causing damage.

Drivers have one final chance, a 90-minute session today, to get on the track before Sunday’s opener.

Patrick wins pole for Nationwide race at Daytona

DAYTONA BEACH, Fla. — In about 24 hours, Danica Patrick went from her biggest crash to her biggest moment in a stock car.

The former IndyCar star won the pole Friday for the season-opening Nationwide Series race at Daytona, becoming the first woman to secure the top qualifying spot in NASCAR’s second-tier series since Shawna Robinson at Atlanta on March 12, 1994.

It came a day after she wrecked on the final lap of a qualifying race for the Daytona 500.

“It’s a good turn of events,” she said.

— The Associated Press