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NASCAR partners with marketing powerhouse IMG to expand global broadcasting reach

Aug 4, 2014, 10:28 PM EDT

(Illustration courtesy IMG) (Illustration courtesy IMG)

With NBC Sports set to take over the final 20 races of the Sprint Cup Season and the final 19 races of the Nationwide Series (soon to be renamed) in 2015, NASCAR on Monday announced that it has hired marketing heavyweight firm IMG in “establishing a long-term and sustainable global commercial broadcast media distribution strategy,” according to a NASCAR media release.

Combined with Fox Sports’ telecasts of the first 16 Cup races, the first 14 Nationwide Series races and the entire 20-plus Camping World Truck Series schedule in 2015, IMG will, according to the media release, “be responsible for helping the sport increase its footprint, audience base and revenues outside of North America and South America.

“In addition to leveraging the popularity of motorsports in key international territories like Western Europe and Australia, IMG will further develop NASCAR television rights commercially in markets where motorsports are less widely known such as Southeast Asia, China and Eastern Europe.”

NASCAR races are currently broadcast in over 175 countries through more than 20 broadcast partners around the globe. All existing international rights expire at the end of this season and IMG will help in renewing existing contracts and potentially expanding to include new contracts with other entities, and especially extending NASCAR telecasts into international markets that do not currently broadcast races.

“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. “This long-term partnership with IMG Media signals to the world our strong intentions to grow the sport in every corner of the world.”

Added IMG senior vice president and head of Media North America¬†Hillary Mandel, “We have a history of working with ‘blue chip’ world-class sports in the U.S. and developing brands internationally. 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.”

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  1. besweeet - Aug 4, 2014 at 10:43 PM

    Here’s to hoping they’ll be coming up with an online streaming service for all…

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