360 OTC to Sponsor of World of Outlaws Late Model Series.

Title Sponsorship Launches in 2007

CONCORD, N.C. -- DIRT MotorSports, Inc. (OTCBB:DMSP) (DIRT) announced the World of Outlaws Late Model Series, the premiere dirt late model racing series in the U.S., has partnered with Rockford-Montgomery Labs and its 360 OTC pain reliever brand for a multi-year deal. The World of Outlaws Late Model Series is now the 360 OTC World of Outlaws Late Model Series through 2009.

In addition to titling the World of Outlaws Late Model Series, 360 OTC will become the Official Pain reliever of the World of Outlaws Sprint Car and Late Model series. As part of its 2007 product roll-out to consumers, 360 OTC will include World of Outlaws contents in its in-store presence in such retail channels as Wal-Mart, Target, K-Mart and CVS.

"We see a great fit between 360 OTC and the World of Outlaws," said Michelle Shearer, CEO of Rockford-Montgomery Labs, Inc. "There isn't a motorsports series as legitimately grassroots as the World of Outlaws, and 360 OTC is a product of value to everyday consumers everywhere."

The World of Outlaws Late Model Series sponsorship rounds out a new and robust series of high-profile property relationships for 360 OTC. Previously announced is the 2007 title sponsor of the No. 36 360 OTC Toyota to be driven by Jeremy Mayfield in the NASCAR NEXTEL Cup Series. In addition, 360 OTC will be an Official Partner with the enormously popular WWE wrestling series.

"With this announcement and introduction of 360 OTC to dirt racing, the World of Outlaws continues to make great progress," said Tom Deery, President and CEO of DIRT MotorSports. "The World of Outlaws in total will have more than 140 events in 2007, providing current and new fans an opportunity to take in the sport through ESPN, SPEED and DIRTVision.com."

Details of the partnership between the World of Outlaws and 360 OTC includes:

* 360 OTC will be title sponsor of the World of Outlaws Late Model Series for three-years

* 360 OTC will be active in promotional support of the World of Outlaws brands through its retail locations

* 360 OTC will be the exclusive pain reliever product of both World of Outlaws series

* With this partnership, the World of Outlaws is introducing new series logos

About Rockford-Montgomery Labs, Inc.

Headquartered in Athens, Ga., Rockford-Montgomery Labs, Inc., is the innovator of 360 OTC, a brand of FDA-approved Over-the-Counter (OTC) pain relief medicines. The 360 OTC family includes 360 OTC Extra Strength Relief, a pain reliever and fever reducer; 360 OTC Ignite Maximum Strength, a fast-acting alertness aid; 360 OTC Hangover Extra Strength Relief, a hangover reliever and fatigue reducer; 360 OTC Hangover Relief Lite, a hangover reliever; and 360 OTC Heartburn Maximum Strength, a heartburn relief medicine. 360 OTC products will be available at selected mass retailers beginning February 2007.

About DIRT MotorSports(TM)

Based in Concord, N.C., DIRT MotorSports(TM), Inc., is the premier dirt racing and sports entertainment company dedicated to the promotion of competitive dirt track racing. DIRT MotorSports is the largest sanctioning body for sprint car, late model and modified dirt track auto racing in the United States and also owns and operates seven dirt tracks. DIRT MotorSports operates the industry's most prominent national touring series' including the World of Outlaws Sprint Car Series(R), the 360 OTC World of Outlaws Late Model Series(R) and the Advance Auto Parts Super DIRT Series(TM). "World of Outlaws" is a registered trademark of DIRT MotorSports.

Safe Harbor Statement

This release may contain forward-looking statements as defined by the Private Securities Litigation Reform Act of 1995, which involve risks and uncertainties. Among the important factors which could cause actual results to differ materially from those in the forward-looking statements are economic, competitive and other factors effecting the company's operations, events and markets, as well as other factors detailed in the company's filings with the Securities and Exchange Commission.

For further information on DIRT or this press release, contact Chris Dolack at 1-877-5RACING (1-877-572-2464), email [e-mail], visit us online at www.dirtmotorsports.com or see the Company's filings at www.sec.gov.