TSN to operate NASCAR Canada
The USA's leading stock car racing promoter yesterday announced the formation of NASCAR Canada, a new organisation that will both televise NASCAR racing and grow the brand in Canada, with the mission to bring marketing opportunities to NASCAR sponsors and licensing partners. The business venture with the TSN Events division of Bell Globemedia involves a new office and dedicated staff in Toronto
Through NASCAR Canada, TSN Events retains the exclusive rights to NASCAR's marketing assets in the promoter's second biggest market over a multi-year period, and will operate the new company.
NASCAR Canada will provide Canadian businesses with marketing rights to the NASCAR trademark, a multi-platform (TV, print and radio) media programme, grass-roots initiatives through the NASCAR Dodge Weekly Series (which has events at Delaware Speedway in Ontario and St Eustache Speedway in Quebec), event marketing, and a licensed merchandise programme.
TSN recently signed a three-year agreement for 16 NASCAR Nextel Cup races annually through 2006. Additional races are broadcast in Canada by Rogers Sportsnet, Craig Media and SPEED Channel.
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