Almost six months after announcing it would take over as the title sponsor of the NASCAR Xfinity Series, Comcast said Thursday that it has rolled out enhancements for its X1 platform and added VOD content that's tailored for NASCAR fans.
Among those additions, the X1 Sports App will now include scheduling information for the NASCAR Sprint Cup Series, NASCAR XFINITY Series and the NASCAR Camping World Truck Series, and enable viewers to tune directly to race broadcasts or set DVR recordings. Comcast said it might add other features later that could include race-specific data such as leaderboards, live news feed / ticker and schedules. Comcast has deployed more than 5 million X1 boxes.
On the VOD side, Comcast said it now offers access to highlights of what it’s billing as the ten “most exciting” Daytona 500 races, while also keeping those video servers stocked and updated throughout the season with race highlights, race previews, and garage cams.
The NASCAR Xfinity Series gets underway on Saturday, Feb. 21 with the running of the Alert Today Florida 300 at Daytona International Speedway.
"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, in a statement. “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.”
“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,” added Brent Dewar, NASCAR’s COO. “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.”