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NASCAR and Turner Sports Restructure and Extend Digital Partnership through 2016

By admin | January 30, 2012

Sanctioning Body To Operate Its Digital Platforms Starting In 2013; Turner To Continue Exclusive Advertising Sales

Daytona Beach, Fla. (Jan. 30, 2012) — NASCAR and Turner Sports announced today a restructuring and extension of their long-standing digital partnership. The new agreement takes the relationship through 2016, with NASCAR managing business and editorial operations for its digital platforms beginning in 2013 and Turner Sports continuing to oversee advertising sales and sponsorships across NASCAR-branded digital platforms.

“Turner Sports has been, and will continue to be, a great partner for NASCAR,” said Brian France, chairman and chief executive officer of NASCAR. “Taking a leadership role as it relates to our digital rights is something we as the sanctioning body know is important for the future of our sport, the development of our drivers and most importantly, the experience for both our current fans and future followers.”

“Turner Broadcasting and NASCAR have helped make each other successful for more than 28 years through a working relationship that, over time, has evolved with the media and technology landscape,” said David Levy, president of sales, distribution and sports, Turner Broadcasting System, Inc. “The latest extension of our partnership is a strategically and fiscally enhanced business model for our company and ensures that NASCAR.COM remains a core asset of Turner’s leading digital ad sales portfolio. Our unrivaled sports assets and scale offer advertisers the means to deliver the most targeted and relevant marketing messages across multiple digital and mobile platforms and properties.”

Under the new partnership, NASCAR will assume operational control in 2013 of all of its interactive, digital and social media rights including technical operations and infrastructure of all NASCAR digital platforms. Turner will continue to represent sponsorships and advertising for all NASCAR digital platforms, with the unique users from the NASCAR digital properties continuing to roll up to the Turner digital portfolio. 

NASCAR’s comprehensive digital and social media portfolio includes NASCAR.COM, the official online destination of NASCAR which provides racing enthusiasts with an all-inclusive offering of engaging content including fantasy games, video highlights, social elements and in-depth 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.”

Topics: Articles |

One Response to “NASCAR and Turner Sports Restructure and Extend Digital Partnership through 2016”

  1. Russ Says:
    January 30th, 2012 at 9:14 pm

    It will be interesting to see what the impact of this will be going forward. Will it be the final piece that returns them to the glory days of yesteryear? Or, will it be just another tool to perpetuate the problems.

    But its equally valid to ask is this, by Nascar’s not gaining total control, just another half measure, too little too late.
    Guess we shall see.