Stock car racing, come next season is looking to expand into more international markets. No, it won’t be on the racetrack – yet – but a deal announced Monday with IMG Media is designed to keep the sport, front and center around the globe for the next decade.
“NASCAR, already a global brand with deep international appeal, is positioning itself for robust growth beyond our borders by partnering with the world’s television and digital media content delivery leader,” said Brent Dewar, NASCAR chief operating officer in announcing the 10-year deal. “This long-term partnership with IMG Media signals our strong intentions to grow the sport in every corner of the world.”
IMG takes on rights that expire at the conclusion of the 2014 season. Right now, the sport is broadcast in 175 countries, with more than 20 broadcast partners but the new deal for NASCAR on the American side, beginning in 2015 cleans out that slate and forces them to start anew. IMG Media, though views that as an opportunity to not only re-sign current deals but expand NASCAR’s reach. “We have a history of working with ‘blue chip’ world-class sports in the U.S. and developing brands internationally,” explained Hillary Mandel of IMG. “This experience and expertise will ensure the right broadcasters embrace NASCAR for the renowned sports property it is. Our dedicated team will work with NASCAR and alongside our unrivaled global sales force in more than 30 offices worldwide to ensure both extensive media coverage across all platforms and increased awareness worldwide. We are extremely excited by the opportunities that lie ahead.”
TWI, IMG Media’s television department claims to distribute over 6,500 hours of original programming currently. With over 200 sports represented, in 200 countries the company feels they’re well positioned to keep stock car racing relevant internationally for years to come.
NASCAR’s TV deal, on the North American side transfers to a split between FOX Sports and NBC Sports beginning with the 2015 season.