DAYTONA BEACH, Fla. – Ahead of their 10-year partnership, which starts this Saturday in the Alert Today Florida 300 at Daytona International Speedway, Comcast is adding to their platforms.

With a main focus towards delivering fans more NASCAR content, Comcast has expanded both their On Demand programming as well as content found in the X1 Sports app. All of which will continue to be updated as the 2015 season progresses.

“We’re bringing technology together with sports and entertainment experiences, and nowhere more so than with NASCAR,” said Matt Lederer, senior director of Sports Marketing for Comcast. “We have the most robust video on demand platform in the world and our Sports App has proven to be a terrific picture-in-picture companion for viewers.

“By adding racing features, we hope to bring the unbridled excitement of NASCAR racing to more general sports fans who may not have been exposed to it by simply clicking through a traditional TV guide.”

Making NASCAR more appealing to the casual fan, while adding to the experience for the die-hard ones, is a major focus for Comcast. Through On Demand, Comcast will feature content from all three NASCAR national series throughout the year, not just XFINITY Series.

That content, it was noted, will remain on the platform through the season. In doing so, fans will be given the ability to, for instance, look back on February Daytona highlights head of the July race weekend.

Currently, On Demand is highlighting the 10 most exciting Daytona 500 races. In the future, Comcast will add race recaps, upcoming race previews, garage cams and more.

But access across multiple devices is the biggest hit.

When the title sponsor announcement was made in September, the overwhelming response was positive praise on the hope XFINITY could not only brand the series, but also provide fans with different ways to access it. Since then, Comcast has worked hard at not only delivering their product to areas it is not in, but create those ways.

While some services may not be available as early as this weekend, Comcast officials are confident with what is coming.

One such area is through the X1 Sports app, which is available to all Comcast customers. It is now possible for customers to use the app to tune directly into a NASCAR race or set it to be recorded for later.

Features planned to roll out later this season will be race-specific data. That includes leaderboards, a live news feed / ticker as well as the schedule.

Customers will also notice a difference in what is on their screen. Right now, when accessed, customers will see the live TV program on the left with the right side of the screen consisting of live scores, upcoming or future programming. For NASCAR fans, while watching a live race the right hand side will show the leaderboard, as well as the weekend’s upcoming events.

All of which is the start of what Lederer, Andy Hunter, Preston Smalley and all of Comcast believe is a beautiful relationship not only with NASCAR, but its fans.

“Our partnership with Comcast is infusing a lot of energy into the sport and the unique capabilities they bring with one-of-a-kind products like the X1 platform will contribute to an already vibrant culture of innovation within the NASCAR ecosystem,” said Brent Dewar, NASCAR Chief Operating Officer. “This is a prime example of how NASCAR is working closely with its partners to make the entire NASCAR experience better for the fans through technology.”

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