NASCAR announces partnership with The Whistle
September 30, 2013, NASCAR Official News Release, NASCAR.com
Daytona Beach, Fla. (September 30, 2013) — Though you still won’t see or hear many whistles on a NASCAR race track, young sports fans will now be able to see plenty of NASCAR action on The Whistle – the first cross-platform content provider solely focused on developing entertaining, educational and participatory sports programming tailored to the next generation of sports fans.
The Whistle will deliver short form, kid-friendly NASCAR features across all of the sport’s racing series. Produced by Emmy® Award-winning NASCAR Productions, The Whistle will feature NASCAR content across all its digital platforms including website, mobile apps and YouTube.
Additionally, as part of the partnership, NASCAR Digital Media, LLC will be taking a minority equity interest in The Whistle.
“Reaching out to the next generation of fans continues to be a major focus for NASCAR, and The Whistle provides an ideal avenue to deliver our content to kids,” said Marc Jenkins, NASCAR vice president, digital media. “The Whistle gives young fans the opportunity to sample NASCAR content in an entertaining and educational environment.”
The Whistle aggregates, curates and develops sports content for a young fan's perspective, covering all sports from backyards to schoolyards to pro stadiums and race tracks. The platform’s content includes sports news and highlights, sports science and math, interviews with professional athletes, fitness, nutrition and sports games and contests.
“It’s great to have NASCAR join the growing list of top sports entities that share our vision,” said Jeff Urban, co-founder and COO of The Whistle. “With the popularity of NASCAR and its fan-friendly approach, we are truly excited and proud to have NASCAR join our team of major league partners.”
According to independent research from Scarborough, two out of five NASCAR fans have children under the age of 18. NASCAR joins The Whistle’s list of partners including the NFL, PGA Tour, U.S. Soccer, the Harlem Globetrotters, Major League Lacrosse and the USOC.