During the Myers Brothers Awards Luncheon in Las Vegas today, Comcast will receive the 2016 NASCAR Marketing Achievement Award.
Comcast, through its Xfinity brand, is the entitlement sponsor of NASCAR’s second-tier division. They signed a 10-year deal with NASCAR to begin their partnerships in 2015 and have worked to make the series be known “Where Names Are Made.”
Comcast has also put emphasis into their Xfinity X1 platform, which provides fans access to all three NASCAR national series with video content, leaderboards, race statistics, point standings and much more. At the track, Xfinity rolled out the Xfinity Zone, which is an interactive space for fans to meet drivers as well as explore the Xfinity technology.
“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, in a release. “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.”
Per the release, Comcast’s integrated marketing strategy included:
- Xfinity Series drivers captured more than 70 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-footby-85-foot display area that showed off X1 technology, and hosted fans across 14 events
- Hosted the first-ever “off-campus” NASCAR Fuel for Business Council meeting in Philadephia, 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 Philadephia