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SBD/Issue 24/SportsBusiness Daily ExclusivesPrint All
By Michael Smith, Staff Writer, SportsBusiness Journal
Johnson To Be First Non-Boxer To Star
In HBO Sports' "24/7" Reality Series
Greenburg said HBO Sports will continue to look for "24/7" subjects outside of boxing, but the ability to go behind the scenes with Johnson and his No. 48 team at Hendrick Motorsports made this an intriguing first non-boxing subject. "Anyone that enters Jimmie's life will be incorporated into the show, some more than others," Greenburg said. "Jimmie is a nice starting point for us because there really isn't a preconceived notion about who he is. We think he's going to be an interesting character and other characters will emerge." HBO has already begun shooting and will work with NASCAR Media Group to capture content at the track. HBO's cameras will also follow Johnson, his family and friends off the track through the Daytona 500 next February.
Greenburg would not reveal how much it costs to produce a "24/7" series, but no rights fees are paid to NASCAR or its broadcast partners for the access. HBO will pay NASCAR Media Group for its production work. Johnson's reps at CAA, Jack Tiernan and Michael Levine, brought the idea to HBO, Greenburg said.