TrueCar, the negotiation-free car buying and selling mobile marketplace, is partnering with comedian and car aficionado Adam Carolla to sponsor the documentary Winning: The Racing Life of Paul Newman directed by Carolla and Nate Adams.

Paul Newman Racing Doc 'Winning' Lands Sponsor with TrueCarWinning –which takes its name from Newman’s 1969 sports film– follows the Oscar-winning actor’s obsession with auto-racing as seen through on-and-off-the track footage and interviews with Newman, his wife Joanne Woodward as well as Tom Cruise, Robert Redford, Robert Wagner and Patrick Dempsey. Famed racers Mario Andretti, Michael Andretti, Sebastien Bourdais and Graham Rahal are also featured. Jay Leno, who appears in the film, exclaimed “This is the best racing documentary I’ve ever seen.”

Winning made its world premiere last month at Hollywood’s El Capitan Theater, prior to the Long Beach Grand Prix Weekend. Special screenings kick off in 10 cities on May 8 ahead of the film’s May 22 premiere at the Imax Theater Indiana State Museum in Indianapolis, IN, an event which is part of the Indy 500 festivities. The doc can also be downloaded at iTunes.  Winning will be playing at the following theaters from May 8-14: Atlanta, GA (Plaza Theater); Boise, ID (The Flicks Boise); Cleveland, OH (Tower City Cinemas); Denver, CO (The Kress Cinema); Detroit, MI (Cinema Detroit); Los Angeles, CA (Laemmle’s NoHo 7); Millerton, NY (The Moviehouse); Philadelphia, PA (The Roxy Theater); Seattle, WA (Dragonfly Cinema) and Tampa, FL (Cinema 6).

Along with TrueCar, Nissan Motor Co. and sports apparel maker Spyder are also presenting sponsors for Winning. True Car’s involvement also includes a contribution to Newman’s Racing for Cancer initiative.