A 30-minute TV show will be produced by The Nashville Network and Bagwell Productions, and will air twice on Sundays during prime time on TNN. A 5-minute radio show is being produced by Motor Racing Network and will be marketed to MRN's 600 affiliates.
Nascar is finalizing a deal with a publisher for a monthly magazine, and a new "Garage" area is being added to the Nascar Online Web site (http://www.nascar.com).
The media programs support Nascar's new focus on the auto aftermarket supply channel. Licensees include top marketers and brands such as Borg-Warner, Dana Corp., Moog and Quaker State Corp.
Nascar-endorsed products such as brakes, motor oil and spark plugs will bear a logo, created by Interbrand Schechter, New York. The products will begin appearing at retail early next year.
"Consumer research showed us that the endorsement would be effective, but only in categories that our inspectors inspected," said George Pyne, VP-licensing and merchandising. "So you're not going to see Nascar-endorsed car wax."
TNN will support the show with at least 15 30-second on-air promos each weekend.
Mr. Pyne is looking to create integrated promotions that involve the show's advertisers and retailers.
The automotive aftermarket program is the latest and perhaps most natural of Nascar's aggressive brand extensions in the past year. It has licensed a chain of restaurants, stores, credit cards and CD-ROMs, all successful.