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NASCAR’s Amy Anderson on Re-Imagining Storytelling with AI

Presented by
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By — Front Office Sports
Posted — November 14, 2022
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NASCAR has long been one of the most popular spectator sports in America, but as the world has changed so has the way people consume content.

Modern-day fans seek emotion, relatability, and authenticity. While they admire their favorite sports stars for their athletic feats, social media and digital content have provided a much-desired look into their personal lives. And in turn, fans become more connected to the players, teams, and leagues than ever before.

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NASCAR Studios, an agency-like division to work with industry leaders on digital and social media projects.

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Few people know this better than Amy Anderson, Head of Content Strategy at NASCAR Studios.

In the midst of a stark shift in NASCAR’s public perception, NASCAR has introduced NASCAR Studios, an agency-like division to work with industry leaders on digital and social media projects. Whereas NASCAR had previously relied heavily on siloed content, social, and editorial teams, NASCAR Studios brings all forms of content under one roof, emphasizing deep storytelling and on-demand content across all platforms. After spending over 19 years at Fox Sports, most recently as the Vice President of Fox Sports Content Studio, it was clear to the NASCAR executive team that Amy was the perfect leader to bring this vision to life.

Although Anderson has only been in her role for seven months, her fingerprints can be found all over NASCAR Studio’s recent productions.

A two-part series titled NASCAR Next Now: Class Reunion brings fans down memory lane, revisiting ten years of memories from the 2011 NASCAR Next Class drivers like Kyle Larson, Bubba Wallace, and Daniel Suarez. The series was pushed live on Twitter and then back to YouTube for people to watch at their own convenience.

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“A leader in AI sports technology, WSC Sports helps global sports organizations like the NBA and NHL, as well as YouTube TV quickly generate personalized sports video content, while increasing its reach and providing new monetization opportunities. Over 250 entities use WSC’s AI platform to create real-time automated highlights, responsible for driving hundreds of billions of impressions across platforms.”
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But organizing, creating, and distributing from such a vast library of content is no easy feat. For that, NASCAR relies heavily on its partnership with WSC Sports, which according to Anderson, has been a pivotal cornerstone of its success. A leader in AI sports technology, WSC Sports helps global sports organizations like the NBA and NHL, as well as YouTube TV quickly generate personalized sports video content, while increasing its reach and providing new monetization opportunities. Over 250 entities use WSC’s AI platform to create real-time automated highlights, responsible for driving hundreds of billions of impressions across platforms.

Nascar race
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“WSC helps us instantly create content for each of our social channels and specifically tailor it to how users want to ingest it,” she said. “In addition to the standard broadcast clips from 36 races each season, we use 40 different in-car cameras to enhance our storytelling. WSC houses the content from all of these and lets us build the storytelling in one centralized location. It’s incredible to me.”
— Amy Anderson, Head of Content Strategy, NASCAR Studios