SBD/January 26, 2011/Media

New Fantasy Game First To Offer Live Scoring

NASCAR hopes fantasy game will attract casual fans, younger audience today announced that it will be adding a new fantasy game to its website. NASCAR Fantasy Live will provide live scoring during races. Sprint will be a partial presenting sponsor of the game and will receive branding and half of the ads within the game. The game will award points based on finish position, place differential, pass differential, laps led and number of fastest laps. Players will choose five drivers a week for their team (Tripp Mickle, SportsBusiness Journal). USA TODAY's Nate Ryan noted it is the first NASCAR fantasy game to "offer live scoring a la the myriad leagues on the Internet for the NFL, Major League Baseball, the NBA and the NHL." Traditional NASCAR fantasy leagues "have focused on finishes," but in the new game, players "will be able to monitor the performance via in-race data." League winners "will compete against each other in a playoff during the 10-race Chase for the Sprint Cup to determine an overall winner." NASCAR Senior VP Paul Brooks said the sanctioning body believes the game "can help attract more casual sports fans and a younger audience." GMR Marketing Exec VP/Sports Marketing Mike Boykin noted that the NFL "gained a strong foothold with the 18-34 group" due to fantasy football. Boykin: "Everyone has a team or a fantasy league team. There's an engagement there that's meaningful on a continuous basis" (USA TODAY, 1/26).
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