Alabama’s athletic department is adding another powerhouse brand as a sponsor: NASCAR.
The Crimson Tide Sports Network account broke the news of the first-of-its kind sponsorship last week via social media, but no details of the partnership were released. According to the Sports Business Journal, it’s a one-year deal that lasts from this summer to the next, but financial details are still unknown.
NASCAR will have “rights use to Alabama’s IP; in-venue and experiential activation opportunities; social and digital media integration; and first-party data that the racing body will use to try to drive ticket sales,” according to SBJ.
