ESPN, Dish Ink Nascar Ad Pact

NEW YORK ESPN has signed a multiyear, multimedia advertising deal with Dish Network in which the satellite TV service will appear in advertising involving Nascar across all ESPN platforms.

As part of the agreement, Dish will build a technology trailer, called ESPN’s Dish Tech Center. The vehicle will travel to all of ESPN’s Nascar Nextel Cup and Nascar Busch Series races.

And Dish will be the first advertiser to sponsor the new ESPN icon that will appear on Nascar telecasts to offer viewers additional information surrounding what is happening in the races.

Dish advertising will appear in all Nascar races on ESPN, ABC, ESPN2 and ESPN Deportes; in ESPN: The Magazine and on ESPN audio; on SportsCenter‘s weekly Nascar report; in custom promotions on ESPN.com, and via six in-car cameras to be featured within the Busch Series races. Financial terms were not disclosed.

“The icon strategy and our joint-development of the tech trailer are good examples of creating innovative ways to help better explain the sport to both the current Nascar fans and new ones, as well as further integrating and aligning an advertiser into our coverage of the race,” said Ed Erhardt, president of ESPN customer marketing and sales.

The ESPN-Nascar agreement comes one day after Fenway Sports Group said it had acquired 50 percent of Nascar’s Rousch Racing team. Sources pegged that deal in the $50 million range. FSG is a unit of New England Sports Ventures, which also owns the Boston Red Sox and the NESN cable network. FSG will leverage its assets to facilitate Nascar-Rousch promotions.