The stock car racing series will be an official partner of Alabama Crimson Tide.
- The first time Nascar sponsors a collegiate athletics department
- Deal would include access to Alabama IP, social and digital media integration and first-party data
Nascar has become an official partner of Alabama Crimson Tide, the collegiate athletics department of the University of Alabama.
The deal, which is the first time Nascar has sponsored a collegiate athletic department, will run for a year from this summer through next, according to Sports Business Journal (SBJ).
The deal would grant the American stock car racing series the rights to use Alabama intellectual property, on-site and experiential activation opportunities, social and digital media integration, and data. first party that the racing organization will use to generate ticket sales.
Additionally, Nascar will air radio spots to promote the new partnership and Talladega Superspeedway. The series also creates signage and marketing assets for outdoor advertising in Birmingham and Tuscaloosa.
Another feature of the deal, according to SBJ, is for Nascar to obtain on-site LED card inventory and “Nascar Drive Summary” video card features at the university’s seven home football games.
The series also receives LED chandelier inventory and a ‘Nascar Drive of the Game’ video card feature at the Coleman Coliseum for basketball games, as well as title sponsorship of the Crimson Tide’s weekly Facebook show. Sports Network.
This latest aspect with the Alabama sports network is expected to include social media sweepstakes and Nascar’s access to first-party data on college sports marketing agency Learfield’s Fan365 platform.
Nascar has recently struggled to make a significant impact on the 18-49 demographic, with the rise in popularity of Formula 1 in the US, the world motorsport series beginning to overtake the traditional US favorite in the numbers listening to television. According to SBJ, Formula 1 beat out Nascar in the 18-49 demographic, although Nascar Xfinity had more viewers in 2022.
Tapping into the college sports market in a region known for its affinity with Nascar could be just the start of the series’ push to appeal to younger audiences.
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