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NASCAR Senior VP/Partnership Marketing Lou Garate is leaving the sanctioning body for a new role at Twitch. Garate, who has been at NASCAR since 2007, will become Twitch’s new head of global sponsorship sales following the final NASCAR race of the season later this month at Miami.
Garate in a statement said, “After an incredible 12-year run at NASCAR, working closely with many of the most successful and recognizable brands in the world, I am excited to begin the next phase of my career with one of the fastest-growing entities in media. Twitch is at the forefront in changing how the world watches and experiences live entertainment and is clearly the global leader in esports broadcasting and sponsorship. I look forward to getting started and helping brand partners navigate the complex esports landscape and achieve their business objectives.”
Garate started off as a director at the sanctioning body before working his way up to his current position leading NASCAR’s partnership marketing team in 2016. NASCAR is planning to implement a new partnership marketing group structure in the coming months under the leadership of Executive VP & Chief Marketing & Content Officer, Jill Gregory.
Adam Stern is a staff writer for Sports Business Journal, where this article first appeared.
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