Hulu has entered into a commercial partnership with Nascar driver Jeffrey Earnhardt.
The premium streaming service will be the primary sponsor of the American’s number 33 Chevrolet for 19 races in the 2017 Monster Energy Nascar Cup Series, North America’s preeminent stock car racing championship.
Under the terms of the sponsorship, a first of its kind for Hulu, Earnhardt’s car will be painted in the company's signature Hulu green, as will the 27-year-old’s race day overalls. The fourth generation star will also lend his image to the Santa Monica-headquartered video on demand (VOD) service’s future advertising campaigns.
Although the financial terms of the 19-race deal were not released, trends in Nascar would suggest that Hulu will be paying Earnhardt US$9.5 million.
"Hulu is driving the next generation of TV, and Jeffrey Earnhardt represents the next generation of racing, so this is the perfect partnership to bring our brand to Nascar fans," said Patrizio Spagnoletto, Hulu's vice president of Subscriber Acquisition. "As a proud sponsor, we're beyond excited to work with - and cheer for - Jeffrey and the entire number 33."
Earnhardt added: "I was a Hulu subscriber before becoming the Hulu driver so I'm really excited to represent their brand and spread the Hulu message. I am extremely proud to wear the Hulu green and look forward to a long-term partnership and bringing Nascar fans a service of great value with this sponsor.”