In a first-of-its-kind sponsorship, NASCAR is paying the Univ. of Alabama to become an official partner of Alabama Crimson Tide Athletics. This is the first time NASCAR has sponsored a collegiate athletic department, and it was revealed last week by a social media post from the Crimson Tide Sports Network account, though it shared no details of the deal. SBJ has since learned the inventory and assets of the sponsorship: It‘s a one-year deal from this summer through next, though NASCAR did not reveal how much it is spending.

Sports Business Journal

@NASCAR gets digital board ad placement and ‘NASCAR Drive Summary’ videoboard features at four home @AlabamaFTBL games at Bryant-Denny Stadium, and similar inventory at basketball games.

🔲 It will use first-party data to drive ticket sales to Talladega.

— Adam Stern (@A_S12) August 23, 2022

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