US top-tier stock car racing series Nascar has reportedly entered into a content-based deal with the Creative Artists Agency (CAA).

Media has reported over the last 24 hours that the alliance between the two parties will center around Nascar Studios, which the series launched in 2022 as a central hub for all media projects across the league. CAA will, it was originally reported by the Variety publication, work with that arm of the series to grow Nascar’s brand profile across documentaries, films, podcasts, and other forms of media.

The studio division of Nascar has already produced the Nascar: Full Speed show, which made its debut on the content platform Netflix in January, alongside the Words + Pictures production house.

That Netflix offering is one of a number of motor racing programs and documentaries currently being offered by global streaming services. The most well-known and popular of these, Netflix’s Drive to Survive documentary covering Formula 1, will release its sixth season tomorrow (February 23).

The CW network, meanwhile, produced the 100 Days to Indy documentary series last year, through a deal with fellow US-focused motor racing organization IndyCar.

Any partnership in this capacity between CAA and Nascar would not be the first time the two have worked together – late last year, the CAA Evolution advisory arm acted in that capacity for Nascar while that organization was working on its new domestic media rights agreement.

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That process ended up with domestic rights being dealt out to a quartet of partners – Fox Sports, NBC Sports, Amazon Prime Video, and Warner Bros. Discovery (through TNT Sports).

Nascar’s regular season began with the Daytona 500 on February 18.

Earlier this month, the stock car series partnered with footwear company Crocs for the 2024 campaign.

The partnership involves Crocs releasing Nascar-themed footwear and charms for adults and children.