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NASCAR Serves Up Cooking Show

Nov 14, 2007  •  Post A Comment

NASCAR Digital Entertainment has teamed up with Creative Artists Entertainment Group to launch the reality television series “NASCAR: Serving It Up” into syndication. The weekly series is set to launch in September.
The series’ premise has an aspiring group of chefs competing at local NASCAR events for fame and prizes. The show will consist of 40 half-hour episodes, showcasing chefs preparing a specific recipe during a NASCAR event. From 35 winners over 35 episodes, nine semi-finalists will be chosen to face off, ultimately producing two finalists.
“We feel this new show has amazing potential and we’re delighted to work with a company with NASCAR’s reputation,” said Chris Lancey, CEO of Creative Artists. “Not only are we working with a sport that has earned a fan base 75 million strong, but we’re actually getting to reward some of those loyal fans by featuring them on the show.”
NASCAR also has a syndication deal with Litton Entertainment for weekly series “NASCAR Angels.”
“While NASCAR is not new to reality television, we are excited to get involved with a project that will highlight a different side of NASCAR and offer an opportunity for both NASCAR fans and the non-fan alike to get involved in the sport,” said Sarah Nettinga, NASCAR’s managing director for film, television and entertainment. “Each week will bring viewers an incredible sampling of the broad cooking talent available across America and give everyone a chance to step into the spotlight to demonstrate their unique culinary talents.”

53 Comments

  1. I am a big fan of NASCAR RACING, the key word in that phrase being RACING. Brand extension is one thing, but when it is off of the core business, seems like a stretch. Now maybe if they get some drivers behind the grill, then there is a connection, but I’m not sure Jeff Gordan knows how to whip up a souffle…
    Ray Doustdar
    President & Co-Founder
    http://www.TeamDating.com

  2. Well, Ray, while the nexus is undeed racing, it brings to mind immediately a point of ritual order for the hundreds of thousands of NASCAR fans: TAILGATING.
    So, keeping this in mind, I’d like to posit the following: inasmuch as Mario Batali has already published a NASCAR tailgating cookbook, it’d be a refreshing way to include the fans in yet another type of race weekend entertainment: Cooking contests.
    As a huge fan of NASCAR racing, and a chef, I cannot wait to hear more about it…I’ll even allow you a taste!

  3. Bill… you’re so right.
    Connecting with foodies is nothing new. Brands have always reached out through the food community to get their message out. Nascar is pretty smart to keep their message, but tweak their delivery which will help them appeal to a new market. As we know, it’s not about how food is arranged on a plate, it’s about how good it taste. As long as the food is good, they might gain some new fans. I read recently on Slashfood that ABC’s Pushing Daisies has recipes inspired by the show on sites like BakeSpace (http://www.bakespace.com/?piehole). I wonder how many home cooks are baking Pie Hole recipes this week and tuning in? Think about it.

  4. there ain’t alot of tailgating at NASCAR races
    Lotsa people in the infield camping at some bigger tracks, but its not like NFL
    This show will end up running at 3am on channel 155 somewhere. What a joke
    NASCAR ratings are tanking and they’re getting into cooking ????? Ms Nettinga must be eating the kool aid

  5. Sorry, I have to again disagree,…NASCAR outings are family events, taking up entire weekends…and, consider this—owners of teams also own WINERIES as well. They are spreading their proverbial wings, as it were…as fans, we should embrace this venture as another facet of the great weekend experience. And hey, would you be so staunchly averse to this idea that you would NOT taste,….or take home a recipe?? (side note–you CHEW Kool-Aid?)

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