-By Katy Bachman

Nascar is headed to the big screen. Through a content agreement announced Wednesday (Oct. 21) Screenvision will become “The Official Cinema Advertising Partner of Nascar.”
Beginning in February, Nascar content will be part of Screenvision’s pre-show programming for its 15,000 theater network.

Terms were not disclosed. The long-term deal markets the first time a sports organization has made a major commitment to marketing in cinema.

As part of the agreement, Nascar Media Group will create and produce a 90-second long-form piece featuring racing highlights, driver profiles, behind-the-scenes vignettes and fan tributes. The first Nascar content will debut in February, prior to the start of the Nascar Sprint Cup Series season.

In addition, Nascar partners will be offered the opportunity to sponsor content on the big screen and in the theater lobby, taking advantage of Screenvision’s interactive kiosks, 3D ad displays and scanner kiosks for redeemable coupons or other promotions.

Already the second-highest rated sport on TV, Nascar is looking to the cinema to broaden its audience and provide new ways for Nascar sponsors to reach fans. Via Screenvision, Nascar will be reaching about 45 million moviegoers each month.

“Nascar continues to forge partnerships to broaden our fan base and to provide creative opportunities and demonstrable value for sponsors,” said Steve Phelps, chief marketing officer for Nascar.