National Hot Rod Association Partnering with Sony on Cloud-based and Media Workflow Solutions

The National Hot Rod Association (NHRA) has reached an agreement in principle with Sony to partner on new workflows designed to distribute and preserve the organization’s 50-year library of historical assets. NHRA’s use of Sony’s Ci Media Cloud, Memnon Digitization and Ven.ue solutions makes them the first major sports organization to adopt these cloud-based tools for digital asset management.

In addition to enhancing the workflows for the new footage they are constantly creating, NHRA’s goal is to be a “content factory” for their expanding fanbase.

“The action on the track is just one part of our story,” said Glen Cromwell, president of NHRA. “We have a library of rich content that dates back more than 50 years. We realized we needed to not only preserve that historical footage but also organize and efficiently distribute new content we are creating. Sony has the right combination of solutions to help us accomplish this.”

“Sony cameras have what it takes to survive in our incredibly rugged environment,” said Cromwell. “We trust that Sony will be equally capable in preserving our past and moving us into the future.”

“We are thrilled to be able to provide these media solutions to help NHRA achieve their goals,” said John Studdert, vice president, Sony Media Solutions Division. “Ci Cloud, Memnon and Ven.ue deliver the right combination of technologies to take them from distribution to preservation to archive.”