Meredith Corporation (NYSE:MDP; www.meredith.com), the nation’s leading media and marketing company serving 100 million unduplicated American women and over 60 percent of U.S. millennial women, today announced a partnership with FOX Sports and Allrecipes.com to launch a food-focused social community for NASCAR fans.
The FOX NASCAR brand page and community launches this weekend in coordination with the Daytona 500 on Sunday, February 21, 2016, which airs live on FOX at 1:00 PM ET, the official NASCAR race broadcaster for the first half of 2016. This digital hub offers new and exciting content, along with recipes, videos and entertaining tips to NASCAR fans by creating a personalized user experience on Allrecipes.com.
“When Allrecipes launched its new site experience five months ago with an emphasis on social features, it enabled brands to reach consumers in new and innovative ways and for the creation of communities of interest around food,” says Marc Rothschild, SVP of Meredith Digital. “There is no better manifestation of this than the marriage between Allrecipes, the world’s largest food-focused social network, and FOX Sports’ viewers, one of the most dedicated and enthusiastic NASCAR fan bases in the U.S. This innovative partnership will help consumers best plan their viewing parties and let brands who support NASCAR connect more deeply with this valuable audience.”
Allrecipes.com will promote FOX NASCAR coverage and encourage the sport’s loyal community of followers to tune-in and watch the events live. FOX Sports will continue to drive viewers to Allrecipes.com for inspiration to prepare their own viewing parties at home. The Allrecipes Allstars will also participate by sharing their own time-tested custom race day party menus that are specifically designed for NASCAR fans.
“With people all over the country getting together for their annual ‘Daytona Day’ parties, partnering with the largest portfolio of food sites to deliver a wide variety of viewing party ideas is a perfect fit,” said Robert Gottlieb, FOX Sports EVP of Marketing. “We look forward to collaborating with Allrecipes and adding a little flavor to America’s ‘Daytona Day’ experience.”
The FOX Sports family of networks, including the FOX broadcast network and FS1, are home to the first 16 NASCAR Sprint Cup Series races of the season, including the NASCAR Sprint All-Star Race. In addition, the networks deliver live coverage of the first 14 NASCAR XFINITY Series races of the season, as well as a full season of NASCAR Camping World Truck Series racing. FOX Sports’ nightly program, NASCAR Race Hub, is the most-watched NASCAR news and magazine show on television. This year marks the 16th year of FOX Sports’ partnership with NASCAR, and the 13th year of delivering live coverage of the Daytona 500.
The FOX NASCAR brand page on Allrecipes.com (http://Allrecipes.com/NASCARonFox) features custom recipes, menus, videos, and content tailored for race day entertaining with friends and family. It also leverages Allrecipes’ proprietary data intelligence capabilities to analyze the more than 3 billion pages of content viewed annually to identify race day recipes that surge in popularity during race week in Daytona, and in each local market for subsequent races.
As a company, Meredith reaches nearly two-thirds of Millennial women across its broad portfolio of magazine and digital brands. In July 2015, Meredith Digital acquired Qponix, a Grocery Server technology that indexes thousands of local offers nationwide to help consumers find the best deals at their local retailer, further expanding its digital shopper marketing capabilities. Currently Meredith’s digital properties reach more than 80 million unique visitors per month.
Allrecipes.com, the world’s largest food-focused social network, receives more than 1.3 billion visits annually from home cooks who connect and inspire one another through recipes, photos, reviews, personal collections, videos and profiles. Since its launch in 1997, the Seattle-based social site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, entertaining ideas, every day and holiday meal solutions and practical cooking tips. Allrecipes is a global, multi-platform brand with 19 sites and three mobile apps serving 24 countries in 13 languages.