NASCAR, Eye pact on rock fests
CBS hopes to expand racing auds
Much of the CBS empire will be involved in the NASCAR Rocks event, with the Eye network airing a one-hour spec tied to the tour, Eye-owned cabler TNN airing two concert specs and the Westwood One radio net syndicating at least one music special. CBS-owned TV and radio stations will offer promotional support.
The Allman Brothers Band have signed on as headliners for the amphitheater tour, which kicks off June 12 and is expected to feature a mix of rock, pop and country acts. The John Schreiber Group is handling artist bookings.
Tour will feature two stages at each site, allowing for both headline acts and developing artists. Festival tents may feature appearances by racing stars. Talent from CBS shows may also make appearances at tour stops.
"It's a way to build the NASCAR fan base," said CBS Sports senior VP of marketing Keith Ritter. "The concerts are not at races, and they're in a lot of markets where there are no races."
The Eye's involvement in the tour comes at a time when NASCAR is considering plans to group more of its races together in order to sell a TV rights package to one or two nets at a premium price.
