BetMGM and Richard Childress Racing (RCR) have penned a multi-faceted deal, marking the first partnership between a NASCAR team and sports betting operator.
Through the one-year agreement, the gaming company will become the official sports betting operator of RCR, and the two will link up to work on a handful of marketing and activation assets, including primary sponsorship for select races during the 2021 NASCAR Cup Series.
“Richard Childress Racing is one of the most respected and formidable teams in motorsports,” remarked Matt Prevost, BetMGM’s Chief Revenue Officer. “Together we will develop compelling marketing opportunities and activations that introduce the BetMGM sports betting brand to NASCAR fans worldwide.”
The partnership will come into effect later this month at Daytona International Speedway with an associate partnership on RCR’s No 3 Chevrolet driven by Austin Dillon, as well as the No 8 Chevrolet driven by Tyler Reddick. The Daytona 500 will air live on FOX on 14 February.
According to the Sports Business Journal (SBJ), RCR has been in discussions with the gaming company since last year but despite holding talks with a handful of other operators, the NASCAR team opted for BetMGM after its sportsbook was expanded into 10 states, where a number of races take place.
Richard Childress, Chairman and CEO of RCR, explained: “BetMGM is at the forefront of the sports betting and online gaming industry and Richard Childress Racing can certainly relate to their pioneering vision. This innovative relationship will provide opportunities to collaborate in new and groundbreaking ways.”