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Craftsman, the official tools of NASCAR, has teamed up with ESPN to present the ESPN Craftsman Tech Garage, an innovative mobile television studio used throughout the network's NASCAR coverage.
This mobile studio gives ESPN the ability to originate segments from an enclosed, controlled environment with no external noise interference. ESPN's Tim Brewer, a two-time NASCAR champion crew chief, and other ESPN analysts report from the unit during race telecasts to teach viewers about the technical and mechanical aspects of NASCAR racing, using the Craftsman tools trusted by NASCAR.
"By working with ESPN on the Craftsman Tech Garage, we are not only enhancing our long relationship with NASCAR, but sharing knowledge from the place we believe champions originate - the garage," says Erik Rosenstrauch, Craftsman director of marketing. "Pairing the NASCAR experts at ESPN with America's most trusted brand in tools gives fans a way to experience our brand as if they're on the track. And by using ESPN's multiple touch points, we can communicate with NASCAR fans like never before."
"Craftsman has had a long and successful association with NASCAR," says Ed Erhardt, president, ESPN Customer Marketing and Sales. "Their involvement with ESPN's NASCAR coverage helps us build that authentic experience we strive to deliver to fans each and every race week."
In addition to extensive on-air coverage through prominent Craftsman signage in the garage, the multi-faceted, season-long sponsorship includes extensions in print via ESPN the Magazine and through a weekly Tech Garage feature in the morning race-day show on ESPN Radio. An online component will bring a virtual tech garage to life on ESPN.com, allowing fans to interact with the set and understand just how NASCAR works.
The ESPN Craftsman Tech Garage makes its debut during coverage of the NASCAR Nationwide Series season-opening race at Daytona International Speedway on Feb. 14, at noon ET on ESPN2. In addition to ESPN and ESPN on ABC's coverage of the final 17 NASCAR Sprint Cup Series races, segments from the ESPN Craftsman Tech Garage will air during ESPN's exclusive, season-long coverage of the NASCAR Nationwide Series. The unit also is used throughout ESPN's leading non-television media platforms.
