Turner, NASCAR Expand Digital Deal; TBS To Run NASCAR.com Through 2014

Last week, Turner Broadcasting System shook up its management and announced a “practical” JV with the NBA to operate its domestic digital properties. Now, the Time Warner (NYSE: TWX) unit retains an anchor sports tenant with an extension of its NASCAR deal. Turner has operated NASCAR.com since 2001; the current deal runs through 2008 but has been extended through 2014. Turner will manage and operate Nascar.com, “providing oversight to all functions, including news content, broadband coverage, wireless platforms, video downloads and ad sales.” This is not an NBA-type deal where the two insist the league will be part of managing operations but they will be working closer together on some aspects, collaborating on content creation, e-commerce and race ticket sales direct from NASCAR- sanctioned race track operators.

By the numbers: In 2007, Nascar.com streamed more than 25 million videos and delivered 1.4 billion page views. (Still checking on some other stats.)

Sports Business Daily: “One of the biggest adjustments to the NASCAR deal moving forward will be the way NASCAR works with Turner on the Superstore portion of the site. Turner Dir of e-Commerce Mike Denton will move into NASCAR’s licensing office in Charlotte so that he’ll be able to work more closely with that team.”

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