“TheChive has a massive and engaged millennial following which for Nascar represents a tremendous opportunity to grow the fan base. For a sport as vibrant and colorful as Nascar, there’s no shortage of great content. Through this digital partnership, we’re able to position our drivers in a new light and tell visually compelling stories that will resonate with millions of Nascar and TheChive fans alike,” said Jon Tuck, chief revenue officer, Nascar Digital Media.
Later this year, the partnership will roll out content for consumer packaged goods, quick service restaurants and automotive brands. They will couple the brands and companies with personalities that both Nascar fans and 'Chivers' will be familiar with.
“Content will be focused on the young and relatable Nascar talent. We want to create content that entertains but also informs our audience about how fun and cool these personalities are in the sport,” said Albert Briggs, vice-president of sales and brand strategy at TheChive.
Briggs added that with an audience that has immense buying power, the content will be both branded and original.
“It’s branded original content. Supported by brands, but not a commercial,” he said. “People hate commercials. We’re here to entertain and that’s where the content comes in.”
TheChive brings humor to more than 14 million visitors online per month. Spending an average of 175 minutes on the site, programming including “Daily Afternoon Randomness,” “The Asking Couch,” and “Dopamine Dump,” is connecting with its audience.
Nascar brought in more than 57 million fans in 2016 to its digital platforms, including Nascar.com, the Nascar Mobile app and race-viewing products such as RaceView and Nascar Drive.
“These are two of the most passionate fan bases in the world,” Briggs said. “Those that have ever been to a Chive meetup or a Nascar race have seen this first hand. I think we help bring in a new fan for Nascar and they are the first professional sports league we’ve worked with. That’s scale and engagement. Literally what everyone wants.”
Nascar headed into 2017 looking to make changes — both internally and externally. The league took it ad sales in-house in January, ending a relationship with Turner Sports that started in the early 2000s.
Additionally, in February, Nascar and DeskSite launched Nascar DeskSite, an app that brings HD video content to viewers. The DeskSite will have content such as “interviews with drivers and pit crews, race highlights, breaking news, behind the scenes coverage and more,” according to Nascar.