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NASCAR
In a first-of-its-kind sponsorship, NASCAR is paying Univ. Alabama to be the official athletics partner of the Alabama Crimson Tide. This is the first time NASCAR has sponsored a college athletic department, and it was announced last week in a social media post from the Crimson Tide Sports Network account, though it did not share any details about the deal. SBJ has since learned the terms and conditions of the sponsorship: It’s a one-year deal from this summer to next, though NASCAR hasn’t disclosed how much it will spend. Gives NASCAR rights to Alabama IP. Opportunities to activate by location and experience; social and digital media integration; and first-party information that the racing body uses to drive ticket sales.
To demonstrate its new official status and promote Talladega Superspeedway, NASCAR will conduct radio spots, create new signage and market assets for outdoor advertising in Birmingham and Tuscaloosa. NASCAR will also feature on-site LED board inventory and a “NASCAR Drive Summary” video board during all seven home football games. LED stanchion inventory and “NASCAR Drive of the Game” video board feature for basketball games at Coleman Coliseum; and sponsorship of the Alabama Sports Network’s weekly Facebook show. That last aspect includes access to social media racing and NASCAR first-party information on Learfield’s Fan365 platform.
The deal is part of NASCAR finding unique ways to try and grow the sport, and in this case it’s in one of the region’s strongest strongholds. Talladega, about two hours from Tuscaloosa, is one of the sport’s most important tracks, hosting two NASCAR weekends each year (one in the playoffs).
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