Twitter has signed a livestreaming deal with NASCAR that will give users on the platform an inside-the-car view during races.
NASCAR said this will be the first time in-car camera feeds will be livestreamed for all 10 Monster Energy NASCAR Cup Series Playoffs races. The streaming will first be available for the NASCAR Playoffs at Chicagoland Speedway on Sept. 17. Next to the livestream will be a real-time curated timeline of tweets.
Twitter has signed on Toyota as a sponsor for the livestream.
“Through the in-car camera live stream on Twitter, our fans will have another compelling vantage point of the NASCAR Playoffs, where the energy and intensity of stage racing will be elevated to a whole new level,” said Steve Phelps, executive vice president and chief global sales and marketing officer for NASCAR, in a statement. “To provide this level of access on Twitter throughout the 10-week playoffs is a fantastic way to complement the viewing experience on NBC Sports and the NBC Sports app.”
“NASCAR continues to innovate on Twitter, a place where their passionate fans discuss what’s happening before, during and after every race,” said Twitter COO Anthony Noto in a statement. “Our new collaboration will offer NASCAR fans a unique live stream perspective for the 2017 playoffs alongside the real-time Twitter conversation.”
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For Twitter, the NASCAR deal expands on the platform’s growing slate of programming deals.
Earlier this year during Twitter’s Digital Content NewFronts presentation, the company announced content deals with MLB, Live Nation, WNBA, PGA, Bloomberg, BuzzFeed and more.
"We could not be prouder of the success we have achieved so quickly since launching livestreaming premium content. Last quarter, we streamed over 800 hours of live premium content from leading brands across sports, esports, news and entertainment," said Noto. "Adding these 12 new live deals tonight is a testament to the success of our only-on-Twitter experience, combining high quality streaming video with our only-on-Twitter conversation."