Nascar Cup Series X1 App
Xfinity Sports Entertainment partnered with NASCAR to design a full-screen companion app for the NASCAR Cup Series, creating an immersive digital experience on X1 that unified live race coverage, real-time data, and track-specific interactive content into a single viewing environment.
Client
Comcast Corporation
ROLE
Experience
YEAR
2025
PRESS
https://south.comcast.com/2025/03/17/where-to-watch-march-madness/
Framing the Cup Series Experience
This project centered on designing a digital experience for the NASCAR Cup Series, NASCAR’s premier championship, where 16 drivers compete across a season culminating in the playoffs.
Framing the Cup Series Experience
This project centered on designing a digital experience for the NASCAR Cup Series, NASCAR’s premier championship, where 16 drivers compete across a season culminating in the playoffs.
Where Content and Data Meet Momentum
We designed a full-screen app experience built around how fans follow races as they unfold. Driver video highlights and cinematic track fly-throughs created a deeper sense of immersion and place, while dynamic, real-time leaderboards and continuously updating series standings kept the competition front and center. Complex race data — from timing and gaps to driver positions — was distilled into a clear, highly readable leaderboard that balanced speed, hierarchy, and visual intensity.
Where Content and Data Meet Momentum
We designed a full-screen app experience built around how fans follow races as they unfold. Driver video highlights and cinematic track fly-throughs created a deeper sense of immersion and place, while dynamic, real-time leaderboards and continuously updating series standings kept the competition front and center. Complex race data — from timing and gaps to driver positions — was distilled into a clear, highly readable leaderboard that balanced speed, hierarchy, and visual intensity.
The Complete Playoffs Experience
The Complete Playoffs Experience
The final product delivered an immersive, data-rich companion experience that unified live race coverage, real-time leaderboards, and series standings into a seamless fan journey. Driver highlights and profiles added narrative depth, while cinematic track fly-throughs created a stronger sense of place and progression throughout the playoffs.
The Complete Playoffs Experience
The final product delivered an immersive, data-rich companion experience that unified live race coverage, real-time leaderboards, and series standings into a seamless fan journey. Driver highlights and profiles added narrative depth, while cinematic track fly-throughs created a stronger sense of place and progression throughout the playoffs.
LET'S HEAR IT
TALK TALK
We're always game to talk shop: here for big ideas, great coffee, and surprisingly impassioned Nickelback debates.
LET'S HEAR IT
TALK TALK
We're always game to talk shop: here for big ideas, great coffee, and surprisingly impassioned Nickelback debates.
TALK TALK
We're always game to talk shop: here for big ideas, great coffee, and surprisingly impassioned Nickelback debates.