FOR IMMEDIATE RELEASE
Friday, July 21st, 2017
“THE PITS” – A DIGITAL PARTNERSHIP BETWEEN SONIC® DRIVE-IN, NBC SPORTS GROUP, AND THE KICKER – SPOOFS THE LIFE OF A NASCAR PITCREW
Mockumentary-Style Short-Form Digital Video Series Debuts During this Week’s Monster Energy NASCAR Cup Series Race in Indianapolis
Three-Episode Series Integrates SONIC Menu Offerings
Content Created by Above Average’s Sports Site, The Kicker, and Featured On-Demand Across NBC Sports Digital assets
STAMFORD, Conn. – July 21, 2017 – “The Pits” — a short-form original digital video partnership between SONIC® Drive-In, NBC Sports Group and Above Average’s sports comedy website, The Kicker — debuts this Sunday, July 23, during NBC Sports Digital’s live stream of the Monster Energy NASCAR Cup Series race from Indianapolis Motor Speedway.
“The Pits,” a mockumentary-style series, spoofs the life of a NASCAR pit crew, with each episode incorporating different menu offerings from SONIC, America’s Drive-In®, the nation’s largest drive-in restaurant chain. Click here for a link to a teaser for this week’s episode.
The three-episode series will follow the drama of the SONIC pit crew, with each 2-to-3 minute episode debuting within a different Monster Energy NASCAR Cup Series livestream, presented on NBCSports.com and the NBC Sports app. After the episodes debut, they will be available on-demand on NBCSports.com and the NASCAR on NBC Facebook page. “The Pits” is produced for NBC Sports Group and SONIC Drive-In by The Kicker, with shareable content running across NBC Sports Digital assets.
The first episode follows pit pro Rita, as she develops an ill-advised romance with tire specialist Max, who only has eyes for SONIC Pretzel Dogs. “The Pits” is SONIC’s first sponsored, original digital series. The second episode will debut during the livestream of the Monster Energy NASCAR Cup Series race from Bristol Motor Speedway on Sunday, August 19. The series will culminate on Sunday, October 15, within livestreaming coverage of the race from Talladega Speedway.
Sports fans can also catch promos for the digital-exclusive series during weekly NASCAR coverage on NBC and NBCSN, including within Countdown to Green presented by SONIC, NBC Sports Group’s pre-race show. The promos are available online on the NASCAR on NBC Facebook page and Twitter handle.
About SONIC®, America’s Drive-In®
SONIC, America’s Drive-In is the nation’s largest drive-in restaurant chain serving approximately 3 million customers every day. Nearly 94 percent of SONIC’s 3,500 drive-in locations are owned and operated by local business men and women. For 64 years, SONIC has delighted guests with signature menu items, 1.3 million drink combinations and friendly service by iconic Carhops. Since the 2009 launch of SONIC’s Limeades for Learning® campaign in partnership with DonorsChoose.org, SONIC has donated $8.4 million to public school teachers’ classrooms nationwide to fund essential learning materials and innovative teaching resources to inspire creativity and learning in their students. To learn more about Sonic Corp. (NASDAQ/NM: SONC), please visit sonicdrivein.com and please visit or follow us on Facebook and Twitter. To learn about SONIC’s Limeades for Learning initiative, please visit LimeadesforLearning.com.
About NBC Sports Digital
A division of NBC Sports Group, NBC Sports Digital services sports fans around the clock and on the go by providing an array of best-in-class products that include live video streaming, short-form videos, sport-specific websites, and fantasy sports information. NBC Sports Digital consists of 15 websites and 13 apps, and distributes its content across desktops, mobile devices, tablets, and connected TVs.
About The Kicker
The Kicker is the web’s leading destination for short form sports comedy videos and articles. Led by Saturday Night Live co-head writer Bryan Tucker, The Kicker collaborates with top athletes, comedians and celebrities to create premium original videos and web series, including “Season in 60 Seconds,” “The Extra Point,” and “Hardest Jobs In Sports.” For dedicated and casual fans alike, The Kicker applies a uniquely humorous perspective to sports news, events, and culture daily. For more, visit: http://www.thekicker.com
–NBC SPORTS GROUP–