He is trying the same re-branding technique with the open-wheel racing series, which reunified with Champ Car in 2008.

FORBES: INDYCAR's Comeback

The injury is a bit more common in open-wheel racing, which has had three incidents of drivers breaking their backs since 2009.

NPR: Hamlin Has Compression Fracture In Lower Back

The crash was symbolic of how far the sport had fallen since it split in 1995 when Indy Racing League founder and CEO Tony George announced plans for an open-wheel racing league, with the Indianapolis 500 as its cornerstone, to compete with the Championship Auto Racing Teams (CART).

FORBES: INDYCAR's Comeback