Seconds count when it comes to both NASCAR and Twitter, so there’s a certain logic in the two partnering on an initiative that will deliver a new experience to fans on race day.

This is the first time an organization has worked with Twitter to create an enhanced live event experience on the microblogging platform.

The NASCAR Twitter experience will be available starting with the Pocono Raceway race weekend, June 8-10. The partners said it will most active on June 10, in conjunction with TNT’s first of six television broadcasts of the Sprint Cup Series season.

When fans visit  during a race, they’ll get a companion overview that brings tweets from NASCAR drivers, NASCAR families, teams, commentators, celebrities and other racing fans and personalities in one place. The experience will be curated by humans with the help of algorithms.

“Twitter has been an important piece of our effort the last several years to further engage our fan base and help grow the sport,” said Steve Phelps, senior vice president and chief marketing officer of NASCAR.

“Twitter amplifies the excitement of live sporting events and gives NASCAR fans insider access to the drivers and teams they love,” said Dick Costolo, chief executive officer of Twitter Inc. “Between the talented NASCAR personalities on Twitter and the fact that they have some of the most loyal fans in the world of sports, they were a natural choice to partner with as we experiment with ways to create the best experience on Twitter during a big event.”

Related links:

NASCAR – press release

NASCAR Twitter experience –