• by Tanya Gazdik , August 15, 2017

NASCAR and Resignation Media’s theChive are partnering to offer brands a way to reach Millennial males.

The joint venture serves up millions of NASCAR fans and theChive’s audience through visual storytelling, driver access and shareable social content. The two will work with brands to create original content featuring NASCAR and theChive talent that will live on theChive’s platform.

By combining NASCAR’s fan base and theChive’s engaged community of ‘Chivers,’ brands will be able generate buzz and grabs the attention of a coveted audience — 18- to 25-year-old males.

Initial partnership efforts will focus on consumer packaged goods, quick service restaurants, and automotive brands with an original content pitch offering popular NASCAR and theChive talent. The program will roll out later this year. 

TheChive is an online humor site with more than 14 million unique visitors per month. Its audience spends an average of 175 minutes visiting the site across all platforms. Its programming includes “Daily Afternoon Randomness,” “The Asking Couch,” and “Dopamine Dump.’” 

In 2016, more than 57 million fans visited NASCAR digital platforms, including NASCAR.com, the NASCAR Mobile app and race-viewing products such as RaceView and NASCAR Drive. The platform eclipsed one billion page views for the third consecutive year. 

TheChive has a massive and engaged millennial following which for NASCAR represents a tremendous opportunity to grow the fan base, says Jon Tuck, chief revenue officer, NASCAR Digital Media.

“For a sport as vibrant and colorful as NASCAR, there’s no shortage of great content,” Tuck tells Marketing Daily. “Through this digital partnership, we’re able to position our drivers in a new light and tell visually compelling stories that will resonate with millions of NASCAR and theChive fans alike.”

This isn’t the first partnership the sporting organization has participated in. 

NASCAR previously joined with Whistle Sports in 2016 to promote NASCAR Goes West, the sport’s annual, three-week trek to race tracks in Las Vegas, Phoenix and Fontana, Calif..

NASCAR and Whistle Sports paired popular social media influencers like Frisbee trick shot artist Brodie Smith with rising star drivers to create millennial-targeted content that was shared across YouTube, Facebook, Twitter, Snapchat and Instagram, Tuck says.

“When it comes to content creation, we’re always looking for innovators in the space that can help us engage important audiences and create unique opportunities for brand partners,” Tuck adds.

 By partnering with NASCAR and theChive, brands will achieve alignment with content that is created for “two of the most active communities on the planet,” Albert Briggs, VP of sales and brand strategy, theChive.

“By organically embedding their brand into the DNA of NASCAR and theChive, our fans will thank them for adding to their internet consumption experience and seek out their product,” Briggs tells Marketing Daily. “They’ll also get the combined scale of both of our digital platforms tied to this program, which is a first for advertisers.”