NASCAR is following a similar path to the NHL’s in terms of developing new events and sponsorable inventory.

Among the sanctioning body’s latest platforms: NASCAR After The Lap, a fan-focused event taking place during Champion’s Week at the end of the season; the NASCAR Evening Series, a reception during Champion’s Week; and NASCAR Rev’d Up, a six-hour festival of concerts and racing displays prior to May’s all-star race in Charlotte, N.C.

The goal of the events: To increase the value of NASCAR sponsorship packages by offering unique assets that provide a point of differentiation and help foster business-building opportunities.

“When we are pitching a company and they ask, ‘What do I get beyond the NASCAR logo,’ we can reel off ten tangible assets,” said Jim O’Connor, the sanctioning body’s vice president and chief sales officer.

NASCAR offers two types of platforms: events customized for specific partners and platforms for multiple sponsors.

On the customized front, NASCAR in 2007 created the NASCAR Evening Series for Bank of America Corp. The bank uses the event—which features Wolfgang Puck, Emeril Lagasse and other celebrity chefs—to entertain customers and other key stakeholders.

Other events feature numerous corporate partners, with some taking a lead role. For example, Coca-Cola North America has the dominant position at NASCAR After The Lap, a ticketed event for fans that features a question-and-answer session with the top 12 NASCAR Sprint Cup Series drivers.

The beverage giant activates the tie by distributing tickets to bottlers, distributors and retailers, said Matt Shulman, NASCAR’s director of business solutions. Coca-Cola also titles the event’s Fan Zone, which features racing simulators and other activities.