NASCAR Taps Subnation To Develop Persistent Metaverse Experiences For Auto-Racing Fans

Gaming Experts Will Develop Web3 Strategy Including Branded Storyworld, Digital Experiences, Exclusive NFTs, Original Content and Blockchain Games

Subnation Media, the esports entertainment holding company, announced that NASCAR has selected it to establish an advanced digital ecosystem and branded storyworld for auto-racing fans. The partnership is designed to bring NASCAR, a premier global sports property, into the Metaverse utilizing decentralized platforms and Web3 tools.

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“NASCAR has a loyal fanbase, an incredible cultural footprint, and is an exhilarating IRL experience,” said Doug Scott, Co-Founder and Chief Managing Director at Subnation. “As the digital world plays an increasingly important role in consumers’ lives, we want to deliver an always-on experience so fans can truly immerse themselves in the sport, express themselves creatively and connect with their favorite teams and drivers seamlessly across physical and digital worlds.”

Subnation will use NASCAR’s newly developed digital ecosystem to amplify team and driver collaborations, expand brand partnerships, accelerate e-commerce efforts, and distribute original content and archival programming. Additionally, Subnation will work with NASCAR to develop virtual experiences and products such as exclusive NFTs, digital collectibles and limited edition apparel.

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“NASCAR is focused on expanding our digital offering for fans and working with Subnation will build upon that effort,” said Tim Clark, Chief Digital Officer at NASCAR. “Subnation has a deep understanding of gaming culture as well as the ongoing evolution of the internet, and that expertise will help position our sport well for the future.”

Since launching in 2018, Subnation has grown to advise brands like Volkswagen, Lenovo, VIZIO, and L’Oreal, as well as local municipalities like Raleigh, NC, Waterloo, Canada, and Kissimmee, FL. Subnation is also collaborating with industry leaders like TikTok, Paramount, and Turner Sports, as well as hundreds of professional athletes, influencers and artists, via its global events series.

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