• by Wayne Friedman , August 25, 2005

NASCAR has inked a deal with branded entertainment agency Madison Road Entertainment, which will look to put the NASCAR brand name in network and cable TV shows.

Madison Road Entertainment, which has worked closely with Mark Burnett Productions on a number of shows such as "The Apprentice," will seek deals for NASCAR to be written into story lines of shows as well as other integrations not specific to motorsports programming--all to further the NASCAR brand outside its fan base.

The parties say the deal will benefit not just the NASCAR organization itself, but also its sponsors, drivers, and teams.

Madison Road says NASCAR has become the first professional sport with a dedicated brand integration partner. But other sports leagues have made entertainment connections. West Coast talent agent, the William Morris Agency, currently represents the NFL and has attached the league to a number of deals.

Madison Road has done branded entertainment deals for Levi Strauss & Co., Procter & Gamble, Sara Lee, and Masterfoods. Madison Road is currently producing the upcoming NBC reality series "Treasure Hunters" with Imagine Television and Magical Elves.