North American stock car-racing series Nascar has entered into an enhanced partnership with Snapchat under which the social media platform will provide video coverage of races throughout the 2016 season.
The two parties will launch a Live Story initiative, which will encourage fans to upload video clips of their race-day experiences. Snapchat will then select the best clips to create a video stream, which it will distribute to its millions of users. The Live Story campaign will be launched at the showpiece Daytona 500 event in Florida on February 21.
Snapchat will cover a number of Sprint Cup Series events over the course of the year-long partnership, providing behind-the-scenes content and fans’ perspectives from the stands.
“Snapchat’s Live Story coverage of Nascar events will make its users near and far feel like they’re at the racetrack,” Jill Gregory, Nascar’s senior vice-president of marketing and industry services, said. “With Snapchat, Nascar fans can share their stories from our iconic race events with a massive, global audience, which elevates the social experience for our fans.”
Nascar launched its presence on Snapchat before the 2015 season and will more than double its coverage on the platform through the new partnership.