Last week NASCAR announced the launch of TrackPass, a digital subscription created specifically for an international audience. TrackPass will offer live racing action, including 38 Monster Energy NASCAR Cup Series and 33 NASCAR XFINITY Series events in 120 countries and territories outside the U.S. and Canada – 40 weekends, 71 races. NASCAR fans can view live racing events events via NASCAR’s live TV partners or on mobile devices with a subscription to TrackPass. Additional expansion is planned later this year.

NASCAR TrackPass will also include on demand viewing of full race replays, a live leaderboard, racing highlights and push notifications. The subscription will be available for $125 a year or $15 a month (U.S. Dollars), though this may vary by country and territory. NASCAR may also offer discounted rates as the season progresses, but NASCAR doesn’t say when or how much. Prospective subscribers can sign up at NASCAR.com, and then download the TrackPass app for Android and iOS.

It isn’t clear if TrackPass offers a free trial or not, or how long the free trial is, if and when it is offered. In the TrackPass FAQs, NASCAR says, “Periodically, NASCAR TrackPass offers a free trial. When the trial period ends, the billing method on file will be charged the applicable subscription fee in full.”

“Exploring new distribution channels for race content across both broadcast and digital platforms allows NASCAR to continue strengthening its global presence and diversify the sport’s fan base,” said Steve Herbst, senior vice president, broadcasting and production at NASCAR, in an announcement.

“Given their experience in the sport and expertise around live streaming, NBC was a natural choice to lead our development of NASCAR TrackPass, providing our international fans more choice than ever before,” Herbst added.

NASCAR TrackPass is powered by Playmaker Media, which launched last May. Since its launch, the company has streamed tens of thousands of events on NBC, NBCSN, Golf Channel, Telemundo and other networks, reports Sports Video Group.

“We are thrilled that NASCAR has selected Playmaker Media to fuel its new NASCAR TrackPass product to racing fans across the globe,” said Eric Black, CTO, NBC Sports Digital and Playmaker Media. “By providing end-to-end solutions such as payment processing, CRM, website and app development, and live video and VOD services, Playmaker is now servicing its numerous clients in more than 120 countries and territories.”

Insider Take:

Build it and they will come. That seems to be true of many of the streaming sports and entertainment OTT subscription services. Subscription channels like the WWE Network, MLB.TV and Motor Trend OnDemand have all been successful reaching niche audiences.

NASCAR, who has seen attendance decline in recent years, according to USA Today, is looking for new ways to monetize the races. An international subscription product is a great way to go. It lets NASCAR tap into an international audience without impacting attendance, because those fans are not likely to go to a live event anyway. Because the races are now available via a mobile app, the sport may become more appealing to younger fans.