DISH Sponsors Leavine Family Racing's No. 95 Ford Fusion, Driven By Scott Speed, At The Daytona 500. (Photo: Business Wire)

DISH is hopping into Sunday’s Daytona 500 race through its sponsorship of the Leavine Family Racing’s No. 95 DISH Ford Fusion to be piloted by up-and-coming driver Scott Speed. Other than the Hopper logo, the car will be virtually ad-free, meaning consumers will see the DISH brand on FOX in spite of the network’s ongoing refusal to air ads for DISH’s consumer-friendly Hopper™ Whole-Home HD DVR.

DISH sponsors Leavine Family Racing's No. 95 Ford Fusion, driven by Scott Speed, at the Daytona 500. (Photo: Business Wire)

“The world of technology moves fast, but FOX keeps trying to wave a yellow flag and put consumers under caution, attempting to slow their access to the best in TV entertainment,” said DISH President and CEO Joe Clayton. “The Hopper is in the pole position as the fastest in the consumer technology race. We are giving consumers what they want, when they want and where they want it. FOX is trying to hold up traffic. You can’t stop the future.”

As the Hopper, which was named a “Best of Show” among more than 20,000 products featured at the 2013 International CES, prepares to take to the speedway, FOX has made yet another attempt to slow down consumers’ viewing experiences and ability to watch content in a manner that meets their preferences.

Late Thursday night, FOX Broadcasting’s lawyers launched another attempt to block DISH from offering certain consumer-friendly features on the Hopper Whole-Home HD DVR, after months of unsuccessful attempts to thwart Hopper’s AutoHop and PrimeTime Anytime features.

“Everybody skips commercials, and if FOX, CBS, ABC and NBC think that’s illegal, well I guess that makes us a nation of outlaws,” continued Clayton. “We might as well make the No. 95 car the DISH fans’ getaway car in what is sure to be an exciting race on Sunday!”

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