Thanks to NASCAR, it is a “new era” indeed. Previously competitors, now collaborators, Fox Sports and NBC Sports are working together on a creative initiative for NASCAR’s upcoming season.

The marketing teams at Fox and NBC first released “NASCAR A New Era” (above), which kicks off the campaign for the 2015 season in February. According to the new agreement, Fox Sports and Fox Sports 1 will air the Daytona 500 before taking on the first half of the Sprint Cup and XFINITY Series seasons. NBC and NBC Sports Network will then air the second half of those seasons as well as the Chase for the Sprint Cup.

Fox Sports’ EVP of marketing, Robert Gottlieb, and NBC Sports Group’s CMO, John Miller, are running the NASCAR program from the creative side.

“This approach simply makes sense,” said Gottlieb. “The new distribution of NASCAR programming across Fox and NBC lends itself to a co-branded effort. We’re excited to tell NASCAR Nation about how great the 2015 season is going to be. Having Fox carry the first half, and having NBC carry the second half, is a clean and simple schedule that lets fans know where to go each weekend to get the NASCAR action they love.”

“It’s no secret that we compete rather fiercely in most other areas of our business, but given all of the excitement surrounding the sport, we felt the time was right to come together and celebrate our new broadcast partnership,” said Miller. “Our collective competitive spirit yielded a piece that turned out extremely well, and we’re looking forward to future collaborations as we build on NASCAR’s momentum.”

NASCAR’s COO Brent Dewar added that the new programming initiative reflects NASCAR’s commitment to its fans and the sport itself: “Two of the world’s largest media companies collaborating on NASCAR-themed creative months before a new season begins demonstrates the level of commitment the industry and our fans can expect from NASCAR and our television broadcast partners in 2015 and beyond.”

[Image courtesy of Fox Sports]

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