As America slowly comes out of the Corona Virus Pandemic it has never been more self-evident that event properties have to become more innovative in doing Sponsorship, Marketing, and Public Relations and NASCAR has come up with an unique way to showcase their sport with a fictional TV program based around a NASCAR sports team starring Kevin James of King of Queens TV show fame.
“US stock car racing series Nascar is looking to engage its fanbase, attract new supporters, and extend relationships with commercial partners via its upcoming Netflix sitcom The Crew.
Created and developed by Nascar’s in-house entertainment division, The Crew stars US sitcom veteran Kevin James as the crew chief for the fictional Bobby Spencer Racing team.
When the owner steps down and passes the failing team off to his millennial daughter, James’s old-school character is at odds with her attempts to modernize the team and improve its fortunes.
The sitcom features a wealth of Nascar intellectual property, including multiple sponsorship logos, footage of Bobby Spencer Racing’s No. 74 car from a real Nascar Cup Series race, and guest appearances from three Nascar drivers – Ryan Blaney, Austin Dillon and Cole Custer – as well as Fox Sports pit reporter Jamie Little, who plays herself in an episode.
The 10-episode series debuts on Netflix on February 15, the day after the season-opening Daytona 500.
Nascar’s managing director of entertainment marketing Matt Summers and chief digital officer Tim Clark served as executive producers on The Crew, while Jeff Lowell (The Ranch, Two and a Half Men, Spin City) was its writer, showrunner and executive producer.
The creation of a scripted sitcom represents Nascar’s latest effort to remain relevant and attract a new and younger audience, which has been aided by a significantly revamped schedule for the 2021 season, a meaningful move into the sports betting space, and the likes of global stars Pitbull and Michael Jordan recently becoming team owners.
It also follows the 2006 Nascar-themed comedy movie Talladega Nights: The Ballad of Ricky Bobby, starring Will Ferrell, which is widely credited with helping popularize the motorsport series.”
This is a brilliant move by NASCAR to try and engage with potential fans of the sports with a well-known TV star Kevin James which will air for the first time on Netflix the day after the season opening race, the Daytona 500, which is on Sunday followed “The Crew” on Monday. NASCAR has struggled in recent years with both fan attendance and TV ratings and it will be fascinating to see if “The Crew” TV show can drive more people to the sport, and if it works be assured other events and sports will be giving this concept a go too!
Here at The Roaring Fork Agency we understand that events and companies need to find new and innovative ways to reach consumers in this Uber-fragmented world and we stand ready to help you drive your brand and company forward so give us a call!
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Dale Earnhardt’s death at Daytona 500: Revisiting the day of the crash, Ryan McGee, ESPN.com