The formation of NASCAR Canada – in the sport’s second biggest market – sees NASCAR open an office in Toronto, in a business venture with Canadian media company TSN.
The move has been made in a bid to boost sponsorship and licensing opportunities, as well as build on the interest levels in Canada.
Under the agreement, TSN Events, TSN’s marketing division, retains exclusive rights through NASCAR Canada to NASCAR’s marketing assets over a multi-year period and will operate NASCAR Canada.
Said NASCAR chief operating officer George Pyne: “This partnership, which goes far beyond televising NASCAR in Canada, will help grow the NASCAR brand in Canada, attract new fans to our sport, and bring new marketing opportunities to NASCAR sponsors and licensing partners. It will be an important vehicle for NASCAR’s continuing support of stock car racing in the Canadian market.”
NASCAR Canada will provide Canadian businesses with marketing rights to the NASCAR mark; a multi-platform TV, print and radio media program; grassroots initiatives through the NASCAR Dodge Weekly Series which has events at Delaware Speedway in Ontario and St. Eustache Speedway in Quebec; event marketing; and a licensed goods programme.
With TSN televising NASCAR since the network’s inception in 1984, NASCAR is the top-rated motorsport on Canadian television.
TSN recently signed a three-year agreement for 16 NASCAR Nextel Cup Series races annually through the 2006 season. Additional NASCAR Nextel Cup races are broadcast in Canada by Rogers Sportsnet, Craig Media and SPEED Channel.
NASCAR Canada will be based at TSN headquarters in Toronto and will liaise directly with NASCAR’s international division in Los Angeles. The Canadian operation will work closely with NASCAR’s New York and Charlotte offices to assist sponsors and licensees, respectively, with their activation plans to extend their reach into Canada.
