NASCAR has boosted its fan engagement opportunities by launching a dedicated channel on Motorsport.tv, Motorsport Network’s digital OTT platform devoted to racing and automotive content.

Through the association’s partnership with Motorsport Network, NASCAR will have the opportunity to create a variety of content, including behind the scenes footage, to an international motorsport audience.

Additionally, the partnership will expand the reach of NASCAR’s shoulder content while increasing international exposure for its national series and partner brands.

Wyatt Hicks, managing director of NASCAR Digital Media, stated: “NASCAR is a truly worldwide brand, and now, courtesy of Motorsports Network, NASCAR fans located internationally will have access to more content than ever before from their favourite sport. 

“Motorsports Network, through its global distribution platform, is the perfect partner to help us serve our fans around the globe and deliver them the type of content that they crave.”

Motorsport Network and NASCAR have already developed a strong relationship though previous agreements. Motorsport Games, one of the company’s branches, has a multi-year license to create the NASCAR Heat video game franchise and manage the eNASCAR Heat Pro League (eNHPL) eSports series.

Eric Gilbert, Motorsport.tv President added: “As Motorsport.tv is growing at an unprecedented pace and expanding the User Generated Content model, I’m thrilled to see one of the most iconic racing series in the world join prestige automotive brands and influential content creators on our platform. 

“Helping a rights holder of this magnitude reach global audiences via their own official channel will add value not only to our distribution model but also to the viewer experience.”

The partnership continues to highlight the importance of content creation in the world of motorsport, partially to drive fan engagement to organisations or teams. This month also saw Mercedes partner with Motorsport Network to boost its Formula 1 and Formula E content.