Comcast and Charter’s joint venture Xumo has inked a distribution agreement with NASCAR to make the stock car sports brand’s free streaming channel available on its platform Xumo Play.
In a statement on Thursday, Comcast and Charter said the NASCAR free, ad-supported streaming television (FAST) channel will serve as an anchor to a comprehensive NASCAR experience across Xumo-branded streaming devices, including the Xumo Stream Box and Xumo TV.
The NASCAR hub on Xumo Stream Box and Xumo TV will point stock car racing fans toward live events and related programs on other apps available within the Xumo platform. Xumo platform users can launch the new hub by saying “NASCAR” into their voice-powered remote controls.
“Our new partnership with NASCAR marks an exciting new chapter for our brand and for motorsports fans everywhere,” said Fern Feistel, the Vice President of Marketing at Xumo. “Whether watching at home or live at the track, we’re making it easy for fans to enjoy all the adrenaline and drama of NASCAR through the launch of the NASCAR FAST channel, our NASCAR hub, and on-site experiences. This partnership is just the beginning of how Xumo is redefining the future of NASCAR streaming content.”
The distribution of NASCAR’s FAST channel and the associated NASCAR hub kicks off a robust partnership between NASCAR and Xumo, one that will involve brand placement at NASCAR races throughout the season, starting with the Würth 400 at Texas Motor Speedway on Sunday, May 4. Fans who attend the race will be able to charge their phones and other mobile devics at the Xumo Easy Street Pit Stop, where they can also enjoy snacks and refreshments.
“Our partnership with Xumo represents an important step in expanding NASCAR’s digital footprint and making our sport more accessible to fans across multiple platforms,” said John Dahl, the Senior Vice President of Content at NASCAR. “The launch of the NASCAR Channel on Xumo Play is the first of many exciting projects we have planned together.”
Xumo is a connected TV-focused joint venture between Comcast and Charter. In addition to NASCAR’s FAST channel, the Xumo platform and Xumo Play app offers access to linear content streams associated with a number of athletic brands and sports media rights holders, including the NFL Channel, PGA Tour Channel, NBC Sports Now, CBS Sports HQ, the NBA Channel and PBR RidePass.
