Published September 3, 2014
Intermaggio (l) joins NASCAR's Brian France and Brent Dewer in announcing Xfinity deal
NASCAR and Comcast today announced a 10-year deal to create the Xfinity Series. Sources valued the deal at close to $200M. Comcast Senior VP/Marketing Communications Peter Intermaggio
said, “One of the things that is especially important to us is live sports. We know live sports is important to television viewers everywhere. … We’re really excited about participating and sponsoring this incredible sport that people follow with tremendous passion and intensity.”
The deal followed nearly a year of talks and several months of serious negotiations. Intermaggio said that the appeal of pairing a title sponsorship deal with Comcast-owned NBC’s 10-year TV deal with NASCAR, a $4.4B deal signed last year, helped drive the deal.