InterActiveCorp subsidiary Ask.com has signed a deal to become the official search engine for the National Association for Stock Car Auto Racing (NASCAR). Ask.com wants to push their brand in front of the second-most popular professional sport on TV. NASCAR has about 75 million fans that purchase $3 billion in licensed products.
The financial details of the deal was not disclosed. Jim Safka, CEO of Ask.com said that the goal of the deal is to have NASCAR fans use their search engine to look up information about NASCAR. Ask.com will run the search engine on the NASCAR website and will also make a “NASCAR toolbar” for those users. Ask will offer detail searches of NASCAR’s databases and the two companies will be showing display Ask.com ads at the races.
Ask.com sponsors the No. 96 Ford car driven by Bobby Labonte as part of a pact with the Hall of Fame racing. The Ask.com Ford car will drive in the NASCAR Sprint Cup Series as well.
“NASCAR fans are the most sponsor-loyal fan base in sports,” stated Ask.com spokesperson Andrea Riggs. “NASCAR fans appreciate the companies who support the sport they love and who enable the teams to keep racing.”