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Senior Vice President of NASCAR / Marketing Partnerships Lou Garate leaves the sanctioning body for a new role Tic. Garate, who has been with NASCAR since 2007, will become Twitch's new global sponsorship sales manager after the last NASCAR race of the season to be held later this month in Miami.
In a statement, Garate said, "After 12 incredible years in NASCAR, where I worked closely with many of the most successful and recognizable brands in the world, I look forward to the next phase of my journey. career with one of the most dynamic entities in the media. Twitch is at the forefront of changing the way the world looks and experiences live entertainment and is clearly the world leader in esports broadcasting and sponsorship. I look forward to starting and helping partner brands navigate the complex landscape of esport and achieve their business goals. "
Garate started as a director in the sanctioning body before assuming his current position at the head of NASCAR's marketing team in 2016. NASCAR plans to set up a new marketing group structure partnerships in the coming months under the direction of Executive VP & Chief Marketing and Content Manager, Jill Gregory.
Adam Stern is an editor of the Sports Business Journal, where this article was published.
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