NASCAR announced the formation of NASCAR Canada, in partnership with TSN, that establishes a Canadian base of operation with a new office and dedicated staff in Toronto and further extends the marketing of the sport in NASCARÃÂÃÂs largest market outside of the U.S. The business venture with TSN, a division of Bell Globemedia, one of CanadaÃÂÃÂs leading media companies, supports the continued growth of the fan base of NASCAR in Canada and brings a range of sponsorship and licensing opportunities to all businesses involved in the sport. Under the agreement, TSN Events, TSNÃÂÃÂs marketing division, retains exclusive rights through NASCAR Canada to NASCARÃÂÃÂs marketing assets over a multi-year period and will operate NASCAR Canada, providing partners with numerous opportunities in a sport known to have the most brand-conscious and brand-loyal fans. NASCAR Canada will provide Canadian businesses with marketing rights to the NASCAR mark; a multi-platform TV, print and radio media program; grassroots initiatives through the NASCAR Dodge Weekly Series which has events at Delaware Speedway in Ontario and St. Eustache Speedway in Quebec; event marketing; and a licensed goods program. The bond between NASCAR sponsors and fans is unmatched in professional sports. NASCAR fans are three times more likely to purchase the products of NASCAR sponsors versus non-sponsors. NASCAR fans also purchase more than $2 billion in NASCAR licensed merchandise each year. Canadian fans already exude a strong passion for NASCAR. With TSN televising NASCAR since the networkÃÂÃÂs inception in 1984, NASCAR is the top-rated motorsport on Canadian television. Additionally, a significant number of Canadian NASCAR fans regularly travel to NASCAR events across the United States. NASCAR, the second-highest rated television sport in the United States, is also seen in 150 countries in 23 languages through relationships with 30 international broadcast partners. TSN recently signed a three-year agreement for 16 NASCAR NEXTEL Cup Series races annually through the 2006 season. Additional NASCAR NEXTEL Cup races are broadcast in Canada by Rogers Sportsnet, Craig Media and SPEED Channel. NASCAR Canada will be based at TSN headquarters in Toronto and will liaise directly with NASCARÃÂÃÂs International Division in Los Angeles. The Canadian operation will work closely with NASCARÃÂÃÂs New York and Charlotte offices to assist sponsors and licensees, respectively, with their activation plans to extend their reach into Canada. TSN’s programming and news content is also available online at TSN.ca.(NASCAR PR)(6-14-2004)
