NASCAR Signs Ten-Year International Broadcast Agency Partnership with IMG

The sports agency, acquired by WME in May, will help the auto racing league establish its global media strategy.

NASCAR has signed a 10-year representation deal with IMG, The Hollywood Reporter has learned.

The sanctioning body for the nation’s most popular motorsport, which a year ago signed 10-year domestic broadcast deals with Fox Sports and NBC Sports worth a combined $8.2 billion, is turning to the agency to extend its media footprint and audience base beyond North and South America. NASCAR’s current international broadcast deals (which reach more than 175 countries through more than 20 partners) will all expire at the end of the 2014 season, after which IMG will help it develop a long-term, comprehensive global strategy, beginning with leveraging the popularity of other auto sports (such as Formula One) in areas like Western Europe and Australia and establishing TV rights in emerging markets like Southeast Asia, China and Eastern Europe.

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“NASCAR, already a global brand with deep international appeal, is positioning itself for robust growth beyond our borders by partnering with the world’s television and digital media content delivery leader,” NASCAR COO Brent Dewar said in a statement. “This long-term partnership with IMG Media signals to the world our strong intentions to grow the sport in every corner of the world.”

IMG, whose acquisition by WME closed in May, is the largest independent sports programming distributor in the world. Its portfolio includes the NFL, the Olympics and Wimbledon, among more than 200 sports governing bodies.

“We have a history of working with ‘blue chip’ world-class sports in the U.S. and developing brands internationally,” IMG senior vp, Head of Media North America Hillary Mandel said in a statement. “This experience and expertise will ensure the right broadcasters embrace NASCAR for the renowned sports property it is. Our dedicated team will work with NASCAR and alongside our unrivaled global sales force in more than 30 offices worldwide to ensure both extensive media coverage across all platforms and increased awareness worldwide. We are extremely excited by the opportunities that lie ahead.”