NASCAR is focusing on integrating mobile into its existing marketing initiatives rather than treating it as a separate channel, according to an executive at the auto racing association.

For sports broadcasters, mobile gives viewers access to content on the go, when they are not in front of the television or PC. NASCAR is seeing an opportunity with live streaming sports events on mobile.

?The cornerstone of NASCAR?s mobile strategy is to drive back to an on-air broadcast,? said Marc Jenkins, vice president of digital media at NASCAR, Charlotte, NC.

?If you think about it, a few years ago live sports streaming was only available on a desktop,? he said. ?But now there is a transition to using mobile first to live stream events.?

Speed bump
One of the challenges NASCAR has faced is finding additional screens to watch races that are convenient for sports enthusiasts.

?Transitioning a tablet or mobile device into a living room is easier than lugging around a laptop to watch a race,? Mr. Jenkins said.

Mobile lowers the hurdles and barriers to getting live sports content to consumers.

NASCAR has recently transitioned its desktop-based RaceBuddy program to Android and iPhone devices via a partnership with ESPN that lets consumers watch live race coverage on their handsets.

Additionally, NASCAR is banking off of its relationships with carriers to help get sports content into consumers? hands.

For example, Sprint is one of NASCAR?s largest partners and sponsors the Chase for the NASCAR Sprint Cup, which helps spread the racing organization's mobile message.

For sports fans particularly, they want to watch a sports event in real time, regardless of where they are or what screen they are using.

Mobile fast lane
In addition to NASCAR?s initiatives with mobile streaming and sponsorships, the racing organization has several other mobile efforts.

NASCAR also has an optimized Web site ? m.nascar.com ? that has doubled mobile traffic in the past year, per Mr. Jenkins.

For a sports broadcaster, a mobile Web site is important because it reaches all users with a smartphone and lets sports fans view video clips and articles. Sports fans appreciate having access to information while on the go.

A mobile Web site is also a good fit for a sports organization because consumers can interact with the brand between races and events.

The sports broadcaster has also used SMS programs, QR codes and apps as launch pads to partnerships that incorporate the NASCAR brand.

Going forward, the organization will continue to use partnerships and third parties to stream races as part of the broader nation-wide TV Everywhere campaign that broadcasters are using to increase TV viewership across multiple platforms.

For NASCAR specifically, mobile plays a tricky role in consumer viewership because long-form programing, such as car races, are not formatted for mobile where consumers want quick, instant access to content.

?With mobile, you have to think broader about the type of content a consumer wants, whether it is in their living room, at the grocery store or at the race track,? Mr. Jenkins said.

?For NASCAR, it is important to drive consumers anywhere with content, but always reengage them and bring them back to a live event,? he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York