History Channel Leveraging Nationwide Series Race

History — the cable net formerly branded as The History Channel — is continuously striving to be TV’s "Premiere Destination for Men," but History VP/Marketing Chris Epple noted there remains a key challenge in attracting a male demographic: the net's lack of sports programming. That is why the net’s partnership with Charlotte Motor Speedway to sponsor its annual spring NASCAR Nationwide Series race has become a key component of History’s promotional efforts.

This weekend marks the fourth year History has held entitlement rights to the race (the original in ‘11 was called the "Top Gear" 300 to promote the racing series of the same name). The activation around the race remains the net's flagship sports play, despite recent activations around Super Bowl XLVIII and UFC 169.

Epple called this year’s activation a “full 360" for its multi-faceted approach, which will include promotional efforts on the ground, in the air and — for the first time — on the History channel itself. Alex Silverman, SportsBusinessDaily