NASCAR and SapientNitro, part of Sapient (NASDAQ: SAPE), announced today that SapientNitro has been selected to design and build its new digital platform, including NASCAR.com. The new platform will result in an integrated digital experience for NASCAR’s fans through critical channels, including: website, mobile and tablet.
Earlier this year, NASCAR announced that it will assume business and editorial control of its interactive, digital and social media rights, including technical operations and infrastructure of NASCAR.com and all other NASCAR digital platforms, starting in January 2013. As part of the announcement, the sanctioning body and Turner Sports restructured their partnership, with Turner continuing to support NASCAR with advertising and sponsorships sales across its digital platforms through 2016.
“Building our digital platform with a partner like SapientNitro is reflective of the strong commitment to offer our fans a best-in-class experience with NASCAR.com and all of our digital platforms,” said Marc Jenkins, NASCAR’s VP of digital media. “The digital experience we’re developing will provide NASCAR fans with the ultimate level of engagement while also providing the sport with the tools to attract the next generation of fans.”
In addition to its work with NASCAR, SapientNitro, a leading marketing and technology firm, is currently designing digital experiences for a host of other sports and entertainment clients including WWE, Ladbrokes and LeBron James.
“NASCAR appreciates that its target consumers are increasingly digitally centered, and sees a real strategic opportunity to evolve in a more connected fan experience – before, during and after events,” said Chris Davey, head of worldwide commerce, SapientNitro. “The proliferation of digital presents more compelling opportunities for NASCAR to attract and engage with their consumers. We’re honored that NASCAR has selected us to work alongside them in developing the sport’s new digital experience.”
NASCAR’s comprehensive digital and social media portfolio includes NASCAR.com, the official online destination of NASCAR which provides racing enthusiasts with an all-inclusive offering of engaging content including fantasy games, video highlights, social elements and in-depth editorial content. NASCAR.com, and the sport’s other digital and social media platforms, have been managed by Turner Sports since 2001.