From the CBC:
'Racy' writing: Harlequin to publish NASCAR-themed titles
A licensing agreement announced Wednesday with NASCAR will see Harlequin publish a variety of NASCAR-branded "women's fiction" titles.
The novels, by some of Harlequin's bestselling authors, will have plotlines centering on NASCAR and will bear the NASCAR brand on their covers," the companies said in a joint statement.
The series name: In the Groove.
It makes a certain amount of sense: NASCAR's demographic is far from the beer-swilling mama's boys of popular imagination. NASCAR fans comprise lots of women, and buy a lot of branded merchandise. Why shouldn't they have themed books to read while travelling to Daytona?
The promo tag cited from an author's website sums it up nicely: "She wouldn't know a NASCAR star if he hit her with his car – and he just did."