NASCAR has struck a new paid media spend with Barstool Sports, one of the first major deals it has signed as part of the new advertising budget allotted this year. Barstool Sports’ daily pizza review sent out on social media yesterday featured NASCAR driver Corey LaJoie and tagged its presenting by sponsor as the sanctioning body. THE DAILY confirmed that the move is part of a new spend with the media outlet. In the video released yesterday, Barstool Founder Dave Portnoy said he is coming to next week's Daytona 500, so the tie-up will be stretched over multiple weeks. NASCAR Chair & CEO Jim France this year signed off on a significant new paid media spend for its marketing department that is said to be between $10-20M. It will be split between local TV and digital/social deals like the Barstool one. NASCAR already had an editorial relationship with Barstool, but the paid media spend is an elevation of the relationship. NASCAR is trying to age down its fanbase, and Barstool’s penchant for capturing young demographics likely made it an appealing outlet to align with.
