After announcing a 10-year agreement in early September to take over NASCAR's "triple A" racing circuit, the newly christened Xfinity Series, Comcast (NASDAQ: CMCSA) is rolling out new NASCAR-themed features for its X1 video platform.
The newly upgraded X1 Sports app will let viewers directly tune into--or set to record--events for not only the Xfinity Series, but also the NASCAR Sprint Cup Series and Camping World Truck Series.
Meanwhile, Xfinity On Demand will now include highlights from 10 classic Daytona 500 races, as well as updated content as each series season progresses.
The Xfinity Series is set to kick off Saturday, Feb. 21, switching over sponsorship from insurance company Nationwide.
Comcast, which bills itself as an "urban clustered cable company," is taking over sponsorship of a racing event series that includes NASCAR's up-and-coming drivers. The deal is valued at $200 million. Sprint recently announced that it will end sponsorship of NASCAR's premiere series in 2016.
- read this Comcast press release
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