EXCLUSIVE: It’s like Parenthood for guys. NBC is developing The Crew, a testosterone-heavy underdog family drama set in the world of NASCAR from Heroes writer-producer Joe Pokaski and NBC Universal-based producer Scott Stuber. The ensemble revolves around the family of distinctly different “brothers” on a NASCAR racing team who have their own lives and dreams, opportunities and problems — but as a team share a singular goal to be the best.

There have been a number of NASCAR-themed projects developed at the broadcast networks in the past several years, including an animated Fox series about a dysfunctional family involved in NASCAR starring Jeff Foxworthy. What sets The Crew apart is that it is expected to be done in cooperation with NASCAR. NBC is in negotiations with the racing league for the rights to use its name, logos, tracks, race footage, etc. Stuber already has a similar arrangement with NASCAR on the feature side at Universal Pictures where he is producing a NASCAR drama with Gary Ross attached to direct. CAA-repped Pokaski is writing/executive producing The Crew under his overall deal with UMS which is producing the project.