
Fox Sports partnered with Mediahub to attract younger viewers to the Daytona 500 on Fox Sports help reverse declining ratings. Research revealed that younger potential NASCAR viewers loved online gaming because of its adrenaline-fueled action. Mediahub found a common connection between the young NASCAR stars and the new younger audience by pairing two young charismatic NASCAR drivers with the equally charismatic superstars of Fortnight, injecting racing into streaming and vice versa, generating nearly 9MM impressions in earned media.