June 14, 2004
NASCAR Partners with TSN to launch NASCAR Canada
Toronto – The National Association of Stock Car Auto Racing (NASCAR) today announced the formation of NASCAR Canada, in partnership
with TSN, a division of Bell Globemedia. The Canadian operation will have a new office and dedicated staff in Toronto and extend the marketing of the sport in NASCAR’s largest market outside of the U.S.
“We are proud that the company synonymous with sports throughout the country has chosen NASCAR as a partner,” said NASCAR Chief Operating Officer George Pyne.” This partnership, which goes far beyond televising NASCAR in Canada, will help grow the NASCAR brand in Canada, attract new fans to our sport, and bring new marketing opportunities to NASCAR sponsors and licensing partners. It will be an important vehicle for NASCAR’s continuing support of stock car racing in the Canadian market.”
NASCAR Canada will provide Canadian businesses with marketing rights to the NASCAR mark; a multi-platform TV, print and radio media program; grassroots initiatives through the NASCAR Dodge Weekly Series which has events at Delaware Speedway in Ontario and St. Eustache Speedway in Quebec; event marketing; and a licensed goods program.
Canadian fans already exude a strong passion for NASCAR. With TSN televising NASCAR since the network’s inception in 1984, NASCAR is the top-rated motor sport on Canadian television. Additionally, a significant number of Canadian NASCAR fans regularly travel to NASCAR events across the United States.
NASCAR, the second highest-rated television sport in the United States, is also seen in 150 countries and 23 languages through relationships with 30 international broadcast partners.
TSN recently signed a three-year agreement for 16 NASCAR NEXTEL Cup Series races annually through the 2006 season. Additional NNCS races are broadcast in Canada by Rogers Sportsnet, Craig Media and SPEED Channel.