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NASCAR-Themed Show Returning To Nickelodeon For Third Season With Tweaks

Nickelodeon this afternoon will announce that it is bringing back its NASCAR-themed show for a third season, a score for the sanctioning body amid its broader youth push. "Hammer Down," which airs on Nickelodeon as part of its NickSports platform and is hosted by Dale Earnhardt Sr.'s granddaughter, Karsyn Elledge, is focused on showing the lighter side of NASCAR personalities from show regulars Bubba Wallace, Ryan Blaney and Elledge to others around the garage, particularly young drivers and women. This season will premiere on Friday, Sept. 23 at 9:30pm ET and will feature eight 15-minute episodes that are produced by NASCAR Productions. One episode will feature a behind-the-scenes look at the upcoming Teenage Mutant Ninja Turtles 400 on Sept. 18 at Chicagoland Speedway. Elledge’s sister, Kennedy Elledge, will join the show’s cast as a correspondent this year. NASCAR VP/Entertainment Marketing & Content Development Zane Stoddard said the move was made because “it brings in sort of that sibling relationship that they have and we think is really fun.” The “Bubba & Blaney” segment will also feature a new format in which the two drivers give their takes on viral videos in a format that is similar to MTV’s "Ridiculousness."
 
FORGING TIES: Stoddard said Nickelodeon has told NASCAR that “Hammer Down” is “an important and high performing show for them, and the fact that they’re bringing it back is an indication that they’re pleased with the performance of the show.” Nickelodeon and NASCAR have been forging closer ties in recent years, including race entitlements like the Teenage Mutant Ninja Turtles race and last year’s SpongeBob SquarePants 400 at Kansas Speedway, as well as the recent co-branded licensing agreement the sides agreed to. The announcement comes in the midst of NASCAR’s Kids Drive NASCAR week, in which it is making multiple announcements about youth initiatives it is taking around the sport.

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