Turner Sports Revs Up Online NASCAR Extension


Turner Broadcasting System, Inc. has signed a multiyear extension to continue to operate NASCAR’s Web site.

Under the renewal, terms of which were not disclosed, Turner Sports New Media will manage and operate the site through 2014. It will have oversight of all functions, including news content, broadband coverage, wireless platforms, video downloads and advertising sales.

Turner’s TNT holds the rights to televise six top-level Nextel races through 2014.

The contract renewal will also see a new level of collaboration between Turner Sports and NASCAR to provide fans with better information and NASCAR merchandise, as NASCAR.com Superstore is the official online store of the stock car circuit. Fans can purchase the largest selection of officially licensed NASCAR merchandise from drivers, teams and track operators from the site.

In 2007, the site experienced double-digit growth in page views, driving 1.4 billion during the calendar year and streamed more than 25 million videos, according to the companies. NASCAR.com, under Turner’s management since 2001, has increased average monthly unique visitors by 25% over that span.

“We are extremely proud to continue our partnership with NASCAR to manage and operate NASCAR.COM, one of the leading sports Web sites on the Internet today,” said Lenny Daniels, Turner Sports senior vice president of new media, in a statement. “For the past seven years we’ve worked closely with NASCAR to develop the site into the premier interactive destination for race fans by offering around-the-clock news and innovative applications that are unparalleled, and we’re looking forward to further developing the site in the years to come.”

Turner Sports New Media, the interactive division of Turner Sports, is also the provider for PGATour.com and PGA.com, as well as the popular broadband channels TBS Hot Corner on MLB.com, TNT OverTime on NBA.com, NASCAR 24/7 on NASCAR.com and Live@ on PGATour.com. 

The company established a new joint venture with the pro hoops league last week giving it increased control over NBA digital properties, including NBA.com.