NASCAR this year will "double its presence in Snapchat's Live Stories feature," as it will partner with the social media outlet "to highlight at least four races," according to Jeff Gluck of USA TODAY. NASCAR Senior VP/Marketing & Industry Services Jill Gregory said that the deal will "kick off with the Daytona 500 and expand to three more yet-to-be-determined tracks." NASCAR last year used Snapchat Live Stories around Daytona and the May Talladega race. Gluck reports Snapchat and NASCAR will "work together on developing special filters for the Daytona 500." There will be "overlays in the form of interesting Daytona 500 facts to help educate users who might not be NASCAR fans." Additionally, fans at Daytona Int'l Speedway "should have more of an opportunity to post than before" due to the track's "renovation project enhanced WiFi capacity." The Snapchat deal is "part of a bigger social media push from NASCAR, which is taking a digital-first approach to its marketing this year" (USA TODAY, 2/15). SPORTSBUSINESS JOURNAL's Adam Stern notes the demo that comprises most of Snapchat's users is "highly coveted." Gregory said, "That’s just right in line with our commitment to engage with fans via content and giving them engaging ways to interact with us. ... It really amplifies our efforts against that younger fan” (SPORTSBUSINESS JOURNAL, 2/15 issue).
