North American stock car-racing series Nascar has agreed a content partnership with US cable and satellite broadcaster Nickelodeon.
The partnership will result in an all-new documentary-series on Nickelodeon titled, ‘Hammer Down,’ which will premiere today (Wednesday) during the NickSports programming block on Nicktoons.
Hammer Down is an original, four-episode series featuring four of Nascar’s rising stars – Kyle Larson, Ryan Blaney, Darrell Wallace Jr. and Kenzie Ruston. It is the latest programming from a major sports league to join the sports block lineup, which airs every Wednesday from 9-11pm ET.
Produced by the Nascar Productions division of the motor-racing series, the eight- to 12-minute episodes aim to provide audiences with insight into the young racers’ lives as they aspire to become elite Nascar drivers.
Zane Stoddard, Nascar vice-president of entertainment marketing and content development, said: “Nickelodeon is the leader in the kids’ entertainment space and we’re thrilled about the opportunity to align with such an influential brand to reach the next generation of Nascar fans.”
In addition to Hammer Down, Nascar Productions will create four 60- to 90-second vignettes that will air during the NickSports block. The vignettes will focus on key strategic Nascar initiatives that reflect principles of STEM (science, technology, engineering and math), the athleticism of Nascar drivers and the sanctioning body’s environmental efforts, among other topics.
The weekly NickSports block also includes original and acquired long- and short-form content from American football’s NFL, Major League Soccer and wrestling’s WWE.