Showtime Networks has struck a deal with Darlington Raceway to become title sponsor of NASCAR Sprint Cup Series race The Southern 500. Showtime is the only television networks ever to title sponsor a NASCAR event and the event is re-branded as SHOWTIME Southern 500.
SHOWTIME has premiered Inside NASCAR, premium television’s first weekly highlights and analysis show dedicated to auto racing. The network committed 38, one-hour episodes of Inside NASCAR on SHOWTIME featuring exclusive narrated highlights and in-depth analysis of every NASCAR Sprint Cup Series race this season.
Ken Hershman, Executive Vice President and General Manager of SHOWTIME Sports, said “The NASCAR fan is a deeply loyal and passionate one. With the launch of the Inside NASCAR series, we were looking to connect with the fans in a meaningful and emotional way, and to affirm our commitment to the NASCAR family. Sponsoring a race at an historic track like Darlington Raceway, one that has hosted all the legends in the sport, was the perfect fit.”
Darlington Raceway President, Chris Browning, said “We are very excited to partner with a company as well known as Showtime. The timing of this announcement could not be better with the recent launch of their new program Inside NASCAR. From the start, Showtime recognized the value in the Darlington Raceway brand and the significant role the track has played in the history of NASCAR, which we believe makes Darlington the perfect partnership for Showtime.”
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