NASCAR Expands Turner Sports Partnership
January 31, 2012
NASCAR and Turner Sports Interactive announced on Monday a expansion of their current deal in which Turner runs the NASCAR.com Web site and owns all digital rights.
The new agreement, abortion which goes through 2016, will allow NASCAR to manage business and editorial operations for its digital platforms beginning in 2013 and Turner Sports will continue to oversee advertising sales and sponsorships across NASCAR-branded digital platforms.
NASCAR’s comprehensive digital and social media portfolio includes NASCAR.com, fantasy games, video highlights, social media elements and editorial content. NASCAR.com, and the sport’s other digital and social media platforms, have been managed by Turner Sports since 2001.
“This move is about the media, our sponsors and most importantly, our fans,” said Marc Jenkins, vice president of digital media for NASCAR. “We will build an innovative portfolio of platforms that strives to be as diverse as it is comprehensive.
“For our fans our digital platform will become the online destination for all things NASCAR. For everyone else, it will be the vehicle we’ll use to turn them into fans.”
NASCAR spokesman Scott Warfield said the sanctioning body will use the 2012 season to gather feedback from within the industry and develop rules of engagement for its social and digital media platforms.
Warfield said NASCAR.com will continue to host the same interactive elements in 2012 as it did last season.