Motorsports merchandise marketer Action Performance Cos., Phoenix, signed a deal with Nascar to create an electronic commerce system for Nascar Online
. The e-commerce portion of the site is expected in February 1999. The initiative is just one of several new ventures Nascar and Action Performance Cos. have agreed to. Among the others: the creation of a Nascar fan club called the Nascar Pit Crew, the development of a motorsports consumer database for use in direct marketing campaigns and an extended licensing deal through 2013.
Copyright June 1998, Crain Communications Inc.