Break Media Tries Nascar-Focused Site

NEW YORK Break Media has unveiled, a Web property aimed at the younger end of the Nascar fan base.

The site features a mix of blog-style commentary and professional editorial content, as well as news and statistics from current Nascar events. Break has tapped Stephen Thomas, who has covered Nascar for Sports Illustrated, and various sports news sites, as’s managing editor.

Besides catering to serious fans with driver interviews and race analysis, Break officials said that the site would attempt to engage 18-34-year-old Nascar fans by infusing humor and edgy commentary. For example, among the initial stories is an item highlighting the rivalry between drivers Brian Vickers and Dale Earnhardt, Jr. Another item showcased a bikini-clad Danica Patrick. marks the latest expansion for Break Media, which is centered around the sophomoric video hub Last year the company rolled out a slew of new guy-oriented properties, including Chickipedia and Holy Taco. And just recently Break announced the formation of Creative Lab, an initiative that will pull together a group of established writers to develop original series for its Web sites.