QVC helps Action Performance revamp race merchandise site

Action Performance Cos. Inc., which designs, markets and distributes licensed motor sports merchandise, is revamping its online presence by partnering with interactive retail giant QVC Inc. QVC will take over day to day operations and related promotion of the GoRacing.com web store, which sells Action Performance merchandise. QVC also will integrate GoRacing.com with its weekly prime-time racing collectibles television show. Under the 10-year contract, QVC will rebrand its “For Race Fans Only” show to reflect the sponsorship of GoRacing.com. QVC will cover all the costs associated with redesigning, restructuring and operating GoRacing.com, including processing online transactions and will receive a percentage of sales. The new web site is expected to launch by October.