In January 2002 Alice announce a sponsorship deal with the Mongomery Race team to sponser driver Chase Mongomery`s No. 27 car in Nascar races. The first race was on 8th february 2003 at the ARCA RE/MAX Advance Discount Auto Parts 200 race and amazingly it won! Alice was present at the race.
The sponsorship seems to have only last a year or so.