NASCAR and Alabama Athletics Announce Partnership

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According to Adam Stern of Sports Business Journal, NASCAR and Alabama have agreed to an unprecedented deal that makes them an official partner of the Crimson Tide...

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"It grants NASCAR rights use to Alabama’s IP; in-venue and experiential activation opportunities; social and digital media integration; and first-party data that the racing body will use to try to drive ticket sales," Grant wrote of the one-year sponsorship, which starts this summer.

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(The Spun)