Sensing that the time is right to further invest in content, NASCAR is putting new resources into building out an agency-like division called NASCAR Studios that will work with the industry on digital and social media projects.
The move is a reorganization of sorts, as NASCAR has long had content and editorial teams, including its NASCAR Productions group that focuses on working with formal media rights partners, such as NBC Sports and Fox Sports, on producing live events.
NASCAR Studios, on the other hand, will be a content house that will work with industry stakeholders including teams, sponsors, tracks and drivers to make more videos, sizzle reels and other media projects that are not related to live event production.
The studio will be led by Amy Anderson, NASCAR’s head of content strategy, who reports to Tim Clark, senior vice president and chief digital officer. It will include NASCAR’s existing group of content creators and also some new hires, including former ESPN and WWE producer Ashok Moore, who is now senior director of digital content.
The first major project under NASCAR Studios’ direction is NBCUniversal’s new seasonlong docuseries, “Race for the Championship,” that is being compared to Formula One’s hit “Drive To Survive” and will debut on USA Network next month.
“It’s not necessarily new — it’s more of a focus,” Clark said of the move to establish the NASCAR Studios banner. “We’ve had the productions business and that group has been in place for a decade and done some amazing work. Now, the intent of Studios is to put a real focused effort on on-demand content across the industry.”
Other projects that NASCAR Studios has already worked on include a set of ads for Geico; a short-form documentary for Fox Sports; podcasts like one with driver Corey LaJoie; a STEM-focused content series for Boys & Girls Clubs of America; and the “I Am NASCAR” digital series produced in partnership with former NFL player Brandon Marshall’s “I Am Athlete” company.
Given how many people are looking to feature slickly produced videos on their social and digital channels these days, Clark said the idea was to start a division “in the middle of that, that could create content on stakeholders’ behalf.”
NASCAR Productions announced last week that it will soon break ground on a $28.5 million production facility next to its research and development center in Concord, N.C. NASCAR will move 125 employees — mainly its production staff — from its current downtown Charlotte office to the planned Concord building, which is expected to be at full capacity by the 2024 season.
As for NASCAR Studios, a third of its staff of approximately 70 will be in the downtown office and the rest will be at the new Concord facility.
