NASCAR and Bussin’ With The Boys are teaming up. The partnership launches a brand-new weekly series called ‘Racin’ With The Boys.
What We Know: Hosts Taylor Lewan and Will Compton will guide the progam while Peyton Manning’s Omaha Productions is leading production. The 14-episode series drops every Thursday starting May 28, living on the Bussin’ With The Boys YouTube channel. Additionally, this marks another expansion of the growing Bussin’ With The Boys franchise beyond its football roots.
What They Said: Bussin’ With The Boys host Taylor Lewan “Now that the NFL Draft has passed, we have a lot of time until next football season, so we were in search of a new sport to follow. We’ve decided to make NASCAR our summer vacation hobby, and learn everything we can in the shortest amount of time possible.”
Bussin’ With The Boys host Will Compton “We’re going to be fully immersed, and get as involved as possible with all parts of the NASCAR world. We’re excited to partner with NASCAR to bring our ideas to the sport in our own way.”
NASCAR EVP and Chief Brand Officer Tim Clark “We’re not trying to make NASCAR fit into someone else’s box. We’re letting Taylor and Will explore it their way. That’s where the fun is, and honestly, that’s how you reach people who might not have given the sport a shot before.”
What Remains Unclear: Whether the show extends beyond 14 episodes remains to be seen. Furthermore, it’s unclear how deeply the Bussin’ With The Boys brand may expand into other sports after this. The platform expanded more into college football last year with several other projects. Also, the access points the Bussin’ With The Boys team will have with the partnership is also unknown.
What It Means: This is the first vertical outside of football for the Bussin’ team. It will be interesting to see if their audience gravitates to the content in ways alike their football roots. For NASCAR, they’re the latest sport that has begun thinking differently with collaborated content with online creators. MLB last year was the first league to officially partner with a content creator hub in Jomboy Media. As Bussin’ With The Boys continues to expand their horizons, it also could lead to a play where certain verticals could be attractive to streaming platforms outside YouTube.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
