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NASCAR to pump Chase in NYC

NASCAR, in an attempt to promote its new scoring system, is completing plans for a promotional blitz Thursday in New York for the drivers who qualified for the “Chase for the Nextel Cup,” the sport’s new “playoff system” that pits the top 10 drivers in a 10-race “postseason.”

Like NASCAR’s new points system, the fall media blitz is something new for the sanctioning body as it hopes to increase awareness and interest in the Chase, and to take advantage of the interest that the revised system has already generated.

NBC, which has broadcast rights to the final eight races in the Chase, will have all 10 drivers and the series championship trophy on the “Today Show” on Thursday morning. NASCAR senior manager of communications Mike Zizzo said ABC’s “Live with Regis and Kelly” and ESPN2’s “Cold Pizza” also are interested in having the drivers as guests.

Thursday afternoon, ABC’s “The View” and Fox News’ “DaySide with Linda Vester” also plan to feature NASCAR segments, and ESPN News and ESPN’s “Pardon the Interruption” have expressed interest in featuring the drivers in afternoon segments, Zizzo said.

The media blitz, which NASCAR began planning several months ago, will not be limited to television, as several local and national print and radio outlets will participate as well. Zizzo said Fox Sports Radio, ESPN Radio, Sporting News Radio and the “Jim Rome Show” will all call in to talk to select drivers. A print roundtable with publications such as ESPN The Magazine and Sports Illustrated also is planned.

In addition, business media outlets will have a chance to interview NASCAR and Nextel executives. Brian France, NASCAR’s chairman and CEO, will appear on CNBC’s “Power Lunch,” while “Nightly Business Report,” which is seen on more than 250 PBS affiliates nationwide, will interview France and Mark Schweitzer, senior vice president of marketing for Nextel, for a three-part “Business of NASCAR” report to air before the Nov. 21 Nextel Cup season finale in Miami.

Zizzo said a morning session on Bloomberg TV as well as afternoon appearances on CNN, CNNfn and MSNBC are all in the works for France and Schweitzer, and a sit-down with the Wall Street Journal is planned for midday.

“There is a lot of interest, and now we are starting to slot things in place,” Zizzo said. “It’s like a big puzzle right now.”

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