NASCAR announced Tuesday it will return for a second year as an official partner of University of Alabama athletics, while also partnering with South Carolina athletics for the first time.

The agreement – per a release from LEARFIELD, a media and technology services company in intercollegiate athletics – will continue to offer NASCAR access to use of athletic intellectual property, in-venue and experiential activations, social and digital media engagement and first-party data across both athletic departments.

“We are excited to see the relationship between NASCAR and University of Alabama Athletics continue into year two and expand to include additional sports,” Jim Carabin, vice president and general manager of LEARFIELD’s Crimson Tide Sports Marketing, said in a release. “Year one was a success for all involved, and we look forward to the continued evolution of this partnership.”

NASCAR focused on Alabama football and men’s basketball in Year 1 but is diversifying in year two to include Alabama baseball and softball, too.

South Carolina sports will include football, women’s basketball, men’s basketball and baseball.

“We saw great results in the first year of our unprecedented partnership with LEARFIELD and the University of Alabama, and we’re eager to add the University of South Carolina into our partner portfolio this year,” Patrick Morris, managing director of brand, creative and media at NASCAR said in the release. “Both athletics programs offer the mutual benefit of large, passionate fanbases in key regions for NASCAR that also resonate on a national level.”

The sponsorships include:

• Radio spots in each broadcast of Alabama football, baseball and softball as well as South Carolina football, women’s basketball, men’s basketball and baseball.
• Full-page program ads for South Carolina women’s/men’s basketball and baseball games.
• Rights to display/activate onsite in Gamecock Village and the University of Alabama fan zones.
• In-venue LED board inventory and the “NASCAR Drive Summary” videoboard feature at Alabama football games.
• Title sponsorship of “Crimson Drive,” Crimson Tide Sports Network’s weekly show hosted on Facebook Live covering in-season sports.
• Title sponsorship includes logo recognition, live reads and commercial spots.
• Digital impressions and first party data across LEARFIELD’s Fan365 platform.