NASCAR's No. 2 series has found a sponsor for 2015.
According to the Sports Business Daily, NASCAR is expected to announce a deal with Comcast next week for the title sponsorship of what's now the Nationwide Series. It'll be a 10-year deal that turns the series into the Xfinity Series.
Comcast emerged as a viable replacement after the company’s sports TV group, NBC, signed a 10-year, $4.4B rights deal with NASCAR. As part of the deal, Comcast agreed to spend $10M marketing and promoting the sport. Its marketing team saw title sponsorship of NASCAR’s secondary series as a way to fulfill that obligation and also promote its cable TV, broadband and phone business unit, Xfinity.
The report says that Comcast initially wanted a shorter term deal than 10 years, however it decided to match the length of the deal signed by NBC.
Comcast will spend $9 million in rights fees, down from the $12-15 million NASCAR was reportedly asking. Nationwide paid $10 million per season. The insurance company is going to sponsor Dale Earnhardt Jr. for 12 races in 2015.
We're no marketers, but here's to guessing there will be some sort of promotional campaign about how drivers in NASCAR's No. 2 series are "the X factor." Or something's "the X factor." It has to happen, doesn't it?
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