Ahead of Sunday’s Daytona 500, Comcast has added some NASCAR-related enhancements to its X1 operating platform as well new NASCAR VOD content.
Comcast, which took over as the title sponsor of NASCAR back in September, also expanded its X1 Sports App to include scheduling information for the NASCAR Sprint Cup Series, NASCAR Xfinity Series and the NASCAR Camping World Truck Series.
“We’re bringing technology together with sports and entertainment experiences, and nowhere more so than with NASCAR,” said Matt Lederer, senior director of sports marketing for Comcast. “We have the most robust video on demand platform in the world and our X1 Sports app has proven to be a terrific companion feature for viewers. By adding racing features, we hope to bring the unbridled excitement of NASCAR racing to even more of our customers.”
Available to all X1 customers, the X1 Sports app lets viewers tune in directly to network race broadcasts or use an option to set a recording for later viewing. NASCAR and Comcast said they would work together on future enhancements of the app that may include content such as race-specific data including leaderboards, live news feed / ticker and schedules.
Xfinity On Demand now features highlights of the 10 most exciting Daytona 500 races of all time, and will continue to be updated as the season progresses with race highlights, upcoming race previews, garage cams and more.
“Our partnership with Comcast is infusing a lot of energy into the sport and the unique capabilities they bring with one-of-a-kind products like the X1 platform will contribute to an already vibrant culture of innovation within the NASCAR ecosystem,” said Brent Dewar, NASCAR chief operating officer. “This is a prime example of how NASCAR is working closely with its partners to make the entire NASCAR experience better for the fans through technology.”
Comcast and NASCAR announced an agreement in September that made Xfinity the third title sponsor in the 30 plus year history of the stock car racing series. The 10-year term matched the longest single agreement ever for a title sponsorship of any NASCAR national series and was the longest entitlement sponsorship agreement in this series’ history. It also made Xfinity an Official NASCAR Partner in the multichannel video programming distributor and broadband ISP categories.
The flag drops for the Daytona 500 on Sunday at 1 p.m. ET.
