NASCAR

New deal will promote NASCAR tweets

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CONCORD, N.C. (AP)

NASCAR has created a partnership with Twitter that makes it the first sports organization to create an enhanced live event experience on the social media platform.

The partnership will begin before the June 10 race at Pocono. Fans will be able to use the hashtag #NASCAR to find relevant tweets from drivers, teams, commentators and other celebrities.

Twitter.com/#NASCAR will use a combination of signals to select the best tweets and photos from NASCAR insiders during race weekends. The tweets will be curated by a Twitter staff, which will choose from a selective list of accounts.

Twitter cited some NASCAR successes - Brad Keselowski tweeting during the Daytona 500, and Jimmie Johnson tweeting a photo of Dale Earnhardt Jr. putting on a tie en route to the White House.

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