NASCAR to Sponsor Crimson Tide Sports

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The University of Alabama and NASCAR have struck a one-year deal for NASCAR to become an official partner of Crimson Tide Athletics, marking a first for NASCAR in sponsoring a college athletic department. 

The deal will give NASCAR digital ad placement at four home football games, and there will be a component at basketball games. The deal includes first-party data to help NASCAR increase ticket sales for Talladega Superspeedway, according to the Sports Business Journal and the Tuscaloosa News

The first-of-its-kind sponsorship was revealed last week by a social media post from the Crimson Tide Sports Network account, though it didn't share details. According to the Sports Business Journal report, the sponsorship is a one-year deal from this summer through next and grants NASCAR rights use to Alabama’s IP; in-venue and experiential activation opportunities; social and digital media integration; and first-party data that the racing body will use to try to drive ticket sales.

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