Showtime Networks Inc., the home of popular cable series like “Dexter” and “Weeds,” agreed to a multiyear deal to become the title sponsor for Darlington Raceway’s Southern 500. “I think they bring a lot to the table,” track president Chris Browning told The Associated Press, ahead of an official announcement expected later Monday. This is a first for Showtime, which launched its “Inside NASCAR” program in February. Ken Hershman, executive vice president and general manager of Showtime Sports, said the sponsorship is the next step in linking the network with one of the country’s most popular sports. The May 8 race will be known as the Showtime Southern 500. Like many sporting events, Darlington Raceway has struggled to find corporate backing in a floundering economy. Showtime will be Darlington’s third title sponsor in the past three races, after a five-year deal with the Carolina Dodge Dealers ended in 2008. Last year, Browning signed GoDaddy.com to underwrite the event about a month before the green flag dropped. “Inside NASCAR” is a weekly highlights and analysis show along the lines of its “Inside the NFL” series. The NASCAR show is hosted by Chris Myers, Randy Pemberton, former NBA star Brad Daugherty and driver Michael Waltrip. Getting more than a one-year commitment from Showtime means both the network and the track can take full advantage of each other’s resources leading up to the 2011 race. One wrinkle is a contest where a viewer can win a VIP experience to Darlington’s race on Mother’s Day Weekend. Showtime spokesman Chris DeBlasio said along with an up-close look at the Sprint Cup race, the winner will show up in Victory Lane and be presented a replica of the trophy that will go to the race champion. The network also expects to have a hospitality tent for fans on Darlington grounds, with perhaps some celebrities from its cable shows popping by.(AP/ESPN)
AND: Showtime, which debuted its “Inside NASCAR” show last month, is climbing deeper into the sport by title-sponsoring the Southern 500 at Darlington Raceway. The sponsorship is a multiyear agreement between the network and the historic track.(Sports Business Journal)(3-30-2010)
