NASCAR throwing parties in NYC, L.A.

NASCAR is celebrating its last Nextel Cup race of the “regular season” this weekendwith viewing parties in New York and Los Angeles.

The Chevy Rock & Roll 400 in Richmond, Va., marks the final race before the 10-race Chase for the Nextel Cup and the last chance for drivers to jockey for position before the “playoffs.”

The Saturday viewing parties are part of NASCAR’s initiative to market the sport in two priority markets. They also represent a growing emphasis on tying events to parties, festivals and other community-oriented activities at the grassroots level, something NASCAR is trying to do in New York and Los Angeles.

“Those are the nation’s biggest markets, where we have strong growth potential,” said Jim Obermeyer, NASCAR’s managing director for brand and consumer marketing.

In New York, ESPN Zone will be the site and WAXQ 104.3-FM is handling the pre-party promotions. In Los Angeles, NASCAR is working with California Speedway and KROQ 106.7-FM for the party at Universal CityWalk’s Cinema Plaza.