NASCAR hired digital agency SapientNitro to serve as media consultant for the NASCAR Media Group, Nascar VP of digital media Marc Jenkins said on Nov. 16. The hire took effect during late summer, he said.
“Our business is sponsor-driven, so we brought SapientNitro on board, given their perspective and vantage point, to see what the advertising trends are” and to help the company “understand advertisers’ needs across media platforms,” said Jenkins. NASCAR Media Group manages the broadcast, interactive and ancillary rights to NASCAR content and works with sponsors to leverage that content for initiatives, such as TV ad campaigns.
Jenkins said SapientNitro is not serving as an agency of record nor handling creative work for NASCAR.
SapientNitro is consulting with NASCAR on traditional media channels such as TV, as well as digital channels. Jenkins said NASCAR hired SapientNitro because of the agency’s digital and technological expertise.
“They give credibility to things we’re hearing out there,” he said. Jenkins said that SapientNitro’s digital expertise is “so important” because that channel is a “major component of the ad market now and growing.”
SapientNitro did not immediately respond to a request for comment.