Hewlett-Packard has expanded its relationship with NASCAR, originally formed last year, which will partner the two in devising ways that HP technology can enhance and advance the sport of auto racing with a focus on both engaging fans more closely and bring advertisers to specific segments of the fan base.
The move is part of a growing movement among sports teams and leagues to partner up with leading technology companies to take advantage of their expertise in a range of areas from fan engagement to operational efficiencies.
NASCAR has named HP an Official Technology Partner in a 3-year deal that will have the two engage in developing and using technologies that NASCAR says will catapult the sport to a new level via the adoption of cutting edge technologies.
Under the terms of the new agreement, NASCAR has named HP as an Official Technology Partner, underscoring a joint commitment to accelerate innovation and the adoption of cutting-edge technology across the sport of NASCAR.
While the details of the agreement are vague, expect to see enhanced digital presence at NASCAR tracks with high speed wireless capabilities. NASCAR has a huge following but has seen a steady erosion of attendance at its events. Long traffic lines, limited views and none of the advanced ambiance that fans are now expecting at football and baseball stadiums can take its toll in term of attendance.
That will probably change, and for that matter has already started to change with the original agreement between the two last year that lead to the formation of the Fan and Media Engagement Center (FMEC). The FMEC is a tool that measures and analyzes information from a wide variety of media including video, social media, digital, television, print and radio. It takes the information derived from all of these sources and uses it to help further engage fans with NASCAR.
NASCAR has said that it is already seeing results from the FMEC with information tailored for specific segments of the NASCAR audience that can be used by NASCAR and its partners. The new deal will in part be an expansion of the FMEC effort as well as looking at new areas that the two can develop solutions.
In the past sports entities went about moving into the digital age quietly, adding a bit of Wi-Fi, a Facebook page or a mobile web site. They had partners for these efforts but they remained in the back ground for the most part. Now the partnerships are at the forefront as the advantages that the tech partner brings, as well as the prestige of the name, help increase fan awareness of the moves that the team or league is undergoing. Expect to see more along these lines such as the recent SAP/San Jose Sharks deal.
