How big is the Shell Oil NASCAR deal?

It's no coicidence that Kevin Harvick's Shell Chevy won the Daytona 500 race. Big sposnors in NASCAR usually grab some early headlines, typically a pole position. Just how big is the Shell NASCAR deal? Well besides the money it is paying the Richard Childress team, Shell is rumored to be spending an additional $30 million per year in advertising activation around that sponsorship.