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2016 NASCAR Marketing Achievement Award

Comcast receives annual honor for the NASCAR XFINITY Series

As Comcast's AOR for Sports Marketing, GMR is honored to have led negotiations with NASCAR on behalf of Comcast to establish this partnership, and to oversee strategy and execution for all elements of sponsorship activation. This includes managing all at-track activation; Series branding elements; social media; digital; in-market/retail events; employee and corporate initiatives; reciprocity opportunities; and driver appearances. 

We are proud to congratulate our partners and friends at Comcast on this much-deserved recognition. The following detail is modified from NASCAR's official award announcement:

XFINITY entered the sport last year with a historic 10-year entitlement agreement, and is already changing the way fans experience NASCAR by introducing live race stats and data directly to the TV through their XFINITY X1 platform. XFINITY X1 provides an insider's look at the action taking place across NASCAR’s three national series each race weekend, along with custom video content, weekly exclusive VOD content, live leaderboards, up-to-the-second race stats, interactive championship point standings, and much more.

XFINITY Zone Engages Fans

At the track, Comcast engages fans, the industry and media at its state-of-the-art activation space, the XFINITY Zone. The award-winning fan zone allows thousands of fans to interact with drivers and utilize the technology that is changing the live sports TV experience. Off the track, Comcast is working to recognize charitable efforts of NASCAR team members through the Comcast Community Champion of the Year Award, which was created in 2015.

"The innovation that Comcast delivers through its XFINITY brand drives deeper engagement and is transforming the way fans consume our sport," said Brett Dewar, NASCAR Chief Operating Officer. "Our partnership with Comcast is one of the most unique and powerful in all of sports, and our work together this year has helped elevate the NASCAR XFNITY Series to new heights."

"The innovation that Comcast delivers through its XFINITY brand drives deeper engagement and is transforming the way fans consume our sport."

-Brent Dewar, NASCAR

A Strong Partnership

In year two of the partnership, NASCAR and XFINITY collaborated on changes that differentiated the series and further integrated the XFINITY brand into the sport. The introduction of an elimination-style Chase and a new Dash 4 Cash format enhanced competition, spiked fan interest, and generated even more drama around the series. The competition changes were accompanied by a new visual identity, providing the NASCAR XFINITY Series with its own distinct look across digital, social, at-track and on broadcast.

"We are honored and excited to accept this year's NASCAR Marketing Achievement Award, as it is a direct reflection of the successful and progressive partnership we've had with NASCAR since entering the sport in 2015," said Matt Lederer, Executive Director of Sports Marketing at Comcast. "All of us at Comcast are committed to continuing to find new and innovative ways to bring fans closer to the sport they love through XFINITY products and services."

Integrated Sponsorship Strategy

Comcast's integrated marketing strategy thus far has been expansive:

  • NASCAR XFINITY Series drivers captured more than 70 unique, first-person social videos that were shared as part of Comcast’s "My Chase" program
  • Produced original television creative promoting the series throughout the season
  • Created the XFINITY Zone, an 85-foot-by-85-foot display area that showed off X1 technology, and hosted fans across 14 NASCAR events
  • Hosted the first-ever "off-campus" NASCAR Fuel For Business Council meeting in Philadelphia, welcoming nearly 50 Official Partners to facilitate business to business opportunities
  • Comcast and Pocono Raceway hosted NASCAR XFINITY Series drivers around the Road 2 Pocono, which included a City Hall proclamation and a parade lap down the streets of Philadelphia.
"All of us at Comcast are committed to continuing to find new and innovative ways to bring fans closer to the sport they love."

-Matt Lederer, Comcast


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