Nismo, the racing and performance division of Nissan Motors, is partnering with YouTube to create their own channel, Nismo.TV on YouTube. The channel will focus on the behind-the-scenes activity of the company, including new Nismo products as well as motorsport news and updates.
Other programs from Nismo.TV will include its coverage of GT Academy, where video gamers are trained and compete to be race car drivers.
As part of Nismo’s major brand push in partnership with YouTube, race car enthusiasts will see the company’s cars branded with the YouTube logo during the team’s racing events in Europe.
Darren Cox, Nissan director of global motorsport, told Marketing Week that he wants to see how “motorsport can direct brand opinion” and added: “Through tie-ups with someone like YouTube we aim to make Nissan the most accessible brand in the sport.”