NASCAR announced Friday it is teaming with sports data company Genius Sports to create the racing series first ever live betting program to legal sportsbooks.
NASCAR’s official announcement says the deal is designed to drive fan interest and deepen engagement around racing events.
“Partnering with Genius Sports allows us to deliver a dynamic fan engagement platform in the rapidly-growing world of legalized sports gaming,” said Brian Herbst, senior vice president, broadcasting and innovation, NASCAR. “This new relationship will provide another entry point to the sport and complements our strategy to create a more immersive experience for fans.”
Genius Sports will have exclusive access to NASCAR’s official data feed to create a real-time gaming platform that provides up-to-the-minute odds and a suite of traditional wagers and prop bets.
“NASCAR fans are some of the most devoted in the world, and we look forward to helping them to create a deeper, more connected experience that is both safe and secure as the business of sports betting continues to evolve in the U.S.,” said Mark Locke, Genius Sports CEO. “Furthermore, our global relationships will help bring the excitement of NASCAR racing to new audiences both within the U.S. and in new territories around the world.”
Financial details of the multi-year deal have not been disclosed.
NASCAR prepared a sports integrity program and gambling policy prior to the 2019 season. The policy allows all teams and tracks the ability to sell marketing sponsorships to sports-betting companies and licensed sportsbooks.