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NASCAR, BET Partner to Attract African-American Audience

changing lanes2.jpgIn addition to shaking up their communications organization in order to draw fans, NASCAR has partnered with Black Entertainment Television (BET) to attract Black audiences.

The New York Times reports on the new BET show Changing Lanes that premiered last night, which places 10 contestants in a house together for a month to compete for a spot as a NASCAR driver.

NASCAR has tried for years to build a diverse audience, with its Drive for Diversity program having little success.

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