While fellow direct-broadcast satellite service EchoStar Communications firmly entrenches its Dish Network on NASCAR’s pit row, DirecTV is staking its claim to the infield.
DirecTV and the National Association for Stock Car Auto Racing are teaming up on the DirecTV Zone, which the DBS provider described as “a mobile luxury lounge located within the infield at select NASCAR events and featuring a variety of high-tech amenities, including full access to the exclusive new NASCAR HOTPASS only on DirecTV.”
The DirecTV Zone will debut at the Daytona 500 Feb. 18 at Daytona International Speedway in Florida and appear at 17 races throughout the 2007 NASCAR Nextel Cup season.
Fans attending those 17 races will receive lanyard cards equipped with special bar codes upon entry to the tracks, and dedicated DirecTV Zone ambassadors will direct them to visit one of six mobile pit boxes, each equipped with four computer screens, where they can swipe their cards to find out if they've won instant seat upgrades to the DirecTV Zone or other prizes.
DirecTV is an official sponsor of NASCAR, Richard Childress Racing and the No. 07 car.
