NASCAR and Alabama Athletics Announce Partnership

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)