There are plenty of sports streaming deals out there, but the one NASCAR signed with Twitter last year was interesting for its focus on serving as a new, alternate feed from a camera inside one car, which was marketed as more of a second-screen option for those already watching on TV, instead of just taking the TV broadcast.
Yes, some other streaming deals have offered alternate angles as well, but the focus in this one was the alternate angle. That deal covered all 10 playoff races, and it apparently went well enough that NASCAR and Twitter are bringing it back this year and expanding it to five regular-season races as well as the 10 playoff races.
Here’s more on that from the NASCAR release:
“We’ve created an experience that brings Twitter users inside the cars at speeds of more than 200 miles per hour,” said Jill Gregory, Senior Vice President and Chief Marketing Officer, NASCAR. “The live stream is yet another window into our sport that captures all the drama and intensity of NASCAR racing – now available to fans for even more races in 2018.”
…This live stream will be accessible for free for logged-in and logged-out users in the United States via NASCAR’s official Twitter handle and connected devices. Real-time race highlights will also be available on @NASCAR, offering fans additional ways to follow the playoffs at home or on the go.
On the same screen of this live stream, fans will find a real-time curated timeline of Tweets that capture the best of the NASCAR race live conversation.
“We are thrilled to bring NASCAR’s unique in-car camera back to Twitter in 2018,” said Laura Froelich, Global Head of Sports Partnerships at Twitter. “NASCAR fans will once again be able to watch this live streamed racing action at the same speed as the real-time conversation all in one place on Twitter.”
Here’s a look at what these streams looked like last year, via SportTechie:
The races covered this year are all NBC races, and the traditional broadcast will be available on TV (NBC or NBCSN, depending on the race) and through the NBC Sports app. The regular-season races in question are the Coke Zero 400 at Daytona July 8, the Go Bowling at The Glen race at Watkins Glen August 5, the Bass Pro Shops NRA Night Race at Bristol August 18, the Bojangles’ Southern 500 at Darlington Sept. 2, and the Big Machine Vodka 400 at the Brickyard in Indianapolis Sept. 9.
We’ll see how this second season goes for the NASCAR/Twitter partnership, but it worked out pretty well last year, especially with four drivers (Martin Truex Jr., Kyle Busch, Kevin Harvick and Brad Keselowski) all picking up wins when they had the featured in-car camera. And it seems to have drawn enough interest for both sides to bring it back. It will be interesting to watch and see if streaming companies try more deals along these lines focusing on new, alternate-angle content.