NASCAR, Twitter Form Partnership

Per Mashable, Longtime informal social media buddies Twitter and NASCAR are making things official for next month’s Pocono 400 race. It’s Twitter’s first official partnership with a sports league, and may hint at a larger shift to come for the microblogging platform that has become a hit with sports fans in particular.

The Pocono 400 partnership will revolve around the #NASCAR hashtag, according to a joint press conference Twitter and NASCAR held Friday.

“During the race, we’ll curate accounts from the NASCAR universe and surface the best Tweets and photos from the drivers, their families, commentators, celebrities and other fans when you search #NASCAR on Twitter.com,” reads a post to the official company blog.

Omid Ashtari of Twitter’s business development team called the arrangement “part search algorithm and part editorial,” during Friday’s press conference.

More details about the partnership are expected to be revealed before Pocono happens on June 10.

Why NASCAR? Ashtari said one reason is races draw fans of dozens of drivers at a time, as opposed to just a couple teams, which will give Twitter a chance to experiment and learn rapidly about how to curate tweets and step into a more editorial role.