US motor-racing series Nascar has agreed a content partnership with youth-orientated sports media platform The Whistle.
Under the terms of the deal, The Whistle will deliver short form Nascar features across all of the sport’s racing series.
Produced by Nascar Productions, The Whistle will feature Nascar content across all its digital platforms including website, mobile apps and YouTube.
Additionally, as part of the partnership, Nascar Digital Media will take a minority equity interest in The Whistle.
“Reaching out to the next generation of fans continues to be a major focus for Nascar, and The Whistle provides an ideal avenue to deliver our content to kids,” Marc Jenkins, Nascar vice-president of digital media, said. “The Whistle gives young fans the opportunity to sample Nascar content in an entertaining and educational environment.”
The Whistle aggregates, curates and develops sports content for a young fan's perspective. The platform’s content includes sports news and highlights, sports science and math, interviews with professional athletes, fitness, nutrition and sports games and contests.
Nascar joins The Whistle’s list of partners including American football’s NFL, golf’s PGA Tour, U.S. Soccer, basketball team the Harlem Globetrotters, Major League Lacrosse and the US Olympic Committee.