NEW YORK (AdAge.com) -- Vibe magazine has formed a partnership with Revolution Racing, which fields female and minority drivers as part of Nascar's effort to diversify.
Nascar has been funding female and minority drivers as part of its Drive for Diversity program since 2004, but last year consolidated that funding at Revolution, which chooses drivers from hundreds of applicants in a tryout camp.
Vibe's new partnership with Revolution will begin at the 2011 Nascar Toyota All-Star Showdown at Toyota Speedway in Irwindale, Calif., on Jan. 28 and 29, where Vibe branding will appear on the car driven by Darrell Wallace Jr., one of Revolution's drivers, and on the track. Vibe will also begin covering Revolution Racing in print and on the web.
Vibe's audience is open to Nascar but has not been directly addressed before, according to Brett Wright, chief creative officer at the Vibe Lifestyle Network, Vibe magazine's parent company. "There hasn't really been a conduit that made it accessible, engaging and interesting enough for them," he said. "We believe that through this partnership we can be the conduit to introduce it in a way that gets people excited and makes them want to participate."
Vibe's partnership with Revolution reflects the growing presence of minorities in Nascar not just as drivers but as fans, said Max Siegel, CEO at Revolution.
Vibe also envisions working with Revolution on programs for its advertisers, Mr. Wright added. "We believe our advertisers and sponsors are interested in engaging motor sports," he said. "Auto is our biggest category of advertising. We're going to dig into our collective toolbox, put it in a blender and pitch some programs specifically for four or five of our favorite clients."