Sports Content Kings

NASCAR’s Amy Anderson on Re-Imagining Storytelling with AI

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NASCAR has long been one of the most popular spectator sports in America, but as the world has changed so has the way people consume content.

Modern-day fans seek emotion, relatability, and authenticity. While they admire their favorite sports stars for their athletic feats, social media and digital content have provided a much-desired look into their personal lives. And in turn, fans become more connected to the players, teams, and leagues than ever before.

NASCAR Studios, an agency-like division to work with industry leaders on digital and social media projects.

Few people know this better than Amy Anderson, Head of Content Strategy at NASCAR Studios.

In the midst of a stark shift in NASCAR’s public perception, NASCAR has introduced NASCAR Studios, an agency-like division to work with industry leaders on digital and social media projects. Whereas NASCAR had previously relied heavily on siloed content, social, and editorial teams, NASCAR Studios brings all forms of content under one roof, emphasizing deep storytelling and on-demand content across all platforms. After spending over 19 years at Fox Sports, most recently as the Vice President of Fox Sports Content Studio, it was clear to the NASCAR executive team that Amy was the perfect leader to bring this vision to life.

Although Anderson has only been in her role for seven months, her fingerprints can be found all over NASCAR Studio’s recent productions.

A two-part series titled NASCAR Next Now: Class Reunion brings fans down memory lane, revisiting ten years of memories from the 2011 NASCAR Next Class drivers like Kyle Larson, Bubba Wallace, and Daniel Suarez. The series was pushed live on Twitter and then back to YouTube for people to watch at their own convenience.

NASCAR Studios aims to strengthen relationships with existing fans and welcome new ones into the fold by focusing on what’s outside the broadcast, with a more engaging and intimate style of storytelling that explores the many colorful personalities, unique rivalries, and fascinating stories that make up the sport.

Average Playing Career in the National Football League

Kickers
K
Quarterbacks
QB
League Average
Lg. Avg
Cornerback
CB
Wide Receivers
WR
Running Backs
RB
400
Miles
100+
MPH
36
RACES

But organizing, creating, and distributing from such a vast library of content is no easy feat. For that, NASCAR relies heavily on its partnership with WSC Sports, which according to Anderson, has been a pivotal cornerstone of its success.

A leader in AI sports technology, WSC Sports helps global sports organizations like the NBA and NHL, as well as YouTube TV quickly generate personalized sports video content, while increasing its reach and providing new monetization opportunities. Over 250 entities use WSC’s AI platform to create real-time automated highlights, responsible for driving hundreds of billions of impressions across platforms.

“It’s really hard in a sport that has helmets for people to understand who the characters are... Giving fans a lot of access points to our drivers is a top priority and it’s been amazing to bring that to life so far.”
— Amy Anderson, Head of Content Strategy, NASCAR Studios