Nascar racetrack announces historical sponsorship

The History Channel has announced it will serve as the title sponsor for the Nascar Nationwide Series race at Charlotte Motor Speedway.

15 March 2011 Michael Long
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The History Channel has announced it will serve as the title sponsor for the Nascar Nationwide Series race at Charlotte Motor Speedway.

The one-year title sponsorship will see the race, which is due to be held on 28th May 2011, renamed after the network’s reality TV series Top Gear USA. As such the race will be officially known as the Top Gear 300.

Included in the agreement is the ability to broadcast Top Gear, as well as other History Channel programmes, on the race track’s new 80 foot Panasonic screen.

Chris Meador, the History Channel’s vice president of marketing, said: “We’re a content company, and we love having our content on big-screen TV. Now we have the opportunity to be on the biggest screen in the world. We have a chance to create content that’s not just a logo but an experience for consumers at the race.”

Although financial details of the deal have not been officially released, well-placed industry sources estimate the value of the sponsorship to be in excess of US$1 million. The History Channel's latest deal with the track means that Charlotte Motor Speedway has sold out of its 2011 title sponsorship inventory.

Marcus Smith, president of the Charlotte Motor Speedway, added: “With the biggest TV screen in the world going into the backstretch, that adds that much more excitement this year. Things are continuing to look positive.”

1 year 1000000 1000000 Charlotte Speedway – History Channel