QVC teams with NASCAR to launch retail venture

WEST CHESTER, Pa. -- QVC, one of the largest multimedia retailers in the world, announced that it has entered into a strategic alliance with NASCAR to provide racing enthusiasts with a unique multichannel shopping experience.

As part of this new venture, QVC will expand upon its current For Race Fans Only programming, which is currently celebrating its 15th year of broadcasting, with exclusive behind-the-scenes footage of the biggest events of the season as well as offering the newest NASCAR-licensed merchandise before other retailers.

Through its relationship with Turner Sports, operator of NASCAR.COM, QVC will also launch Shop NASCAR on QVC.com (www.QVC.com/ForRaceFansOnly). The online shop will feature an expanded assortment of thousands of NASCAR products as well as Web casts and product features.

"Through our various multimedia channels, we will be able to provide race fans with a unique shopping experience that brings them inside the world of NASCAR," said Rich Yoegel, director of merchandising. "We will not only be able to offer the newest NASCAR items first but also feature one of the largest selection of products available online. We will also have the opportunity to give customers an inside look at the people and places that have helped shape the sport of racing."

To kick off things, Tony Stewart and 2008 Daytona champion Ryan Newman are scheduled to appear live from the Stewart-Haas Racing atrium in Kannapolis, N.C., at 8 p.m. ET Friday for a special broadcast.

"We are excited about extending our partnership with QVC. Over the years, For Race Fans Only has become a destination for NASCAR fans and with the enhancements being made to the show, as well as an expanded merchandise offering, the fans' experience will be even better," said Blake Davidson, managing director of licensed products for NASCAR.