NASCAR Racing: Driver winnings, contingency sponsors, sprint cup

Question
I noticed in the Atlanta race that Jeff Gordon won mors money than winner Kurt Busch, and other drivers won more than drivers that finished ahead of them. How can that be?

Answer
In part from That's Racin': A lot of NASCAR drivers are eligible for various NASCAR awards programs based on past performance. For example, drivers who have won races in recent years, are part of a Winner's Circle program(click for the latest update and rules on this program) that pays them a predetermined amount of money for each race they start. Jeff Gordon, as defending Sprint Cup champion, gets a $10,000 bonus for every race he starts this season. Other differences are based on which contingency award programs a particular driver participates in. For example, Gatorade pays bonuses to the top three cars at the halfway point of a race. But, if one of the cars in the top three does not carry the Gatorade sticker on its driver-side quarter panel, it is not eligible to collect that money. This holds true for more than a dozen contingency award programs. Another explanation: there are different plans from where you are in points or if you're in the winner's circle. Top-25 in points there's one plan, 25-40 there's another plan. Then, the winner's circle, the car owner's guaranteed so much money to represent their team at the race

And from a NOL Q&A with Gary Nelson: The guaranteed finishing position purse for any particular NASCAR Sprint Cup race is distributed as set forth in the official entry blank for that race. This purse is based on revenues from tracks and television broadcasts. At most races there are additional awards based on achievements other than final finishing position. These are prizes offered by "contingency sponsors," and may include money for winning from the pole position, leading at the race's halfway point, being the top finisher to display a particular contingency decal, or other accomplishments. Some may also be based on media-voted criteria such as pit strategy, or the "cool move of the race," etc. Due to these prizes from contingency sponsors and other awards or bonuses, it is possible for a lower-finishing driver to win more total prize moneys in a particular event than another competitor with a better finishing position.(7-27-2000)

Also see:
http://www.nascar.com/2002/kyn/nascar_101/02/02/Money/index.html
http://www.usatoday.com/sports/motor/nascar/2002-07-17-plan.htm
http://www.usatoday.com/sports/motor/nascar/2002-07-17-rewards.htm