Comcast is bringing back its Philadelphia Takeover event to promote its entitlement of the NASCAR Xfinity Series. This year’s event is slightly expanded upon from '16, as nearby Dover Int'l Speedway will join Pocono Raceway to help promote the day, which is scheduled to have a few more drivers in attendance and more events than last year. Events this year include a visit with students at the Franklin Institute, a cookoff and cheesesteak tasting, a visit to Comcast Center and a retail store, burnouts at city hall and involvement with a Phillies’ game at Citizens Bank Park. There are 11 Xfinity Series drivers expected to be in attendance, including William Byron, Blake Koch and Brennan Poole. Comcast Senior Dir of Sports Brand Marketing Matt Lederer said, "Dover and Pocono are back-to-back weekends, and I think the guys at Dover saw how well it worked last year. ... To raise the awareness of NASCAR and the Xfinity Series in our home town -- and really across the northeast -- it's good for NASCAR and it's good for us.” Xfinity works with GMR Marketing for its sports marketing.
PHONE HOME? Meanwhile, Lederer said it was too early for him to speak on whether and how Xfinity will push Xfinity Mobile -- the brand’s new mobile phone service announced last week -- within its NASCAR deal. When pressed, he allowed that the company will "activate all of our products at the right time and in the right way across partnerships, so as the mobile product matures and our marketing continues, there are ways you're going to see us bring it across all of our partnerships."
