Kindred Group-owned Unibet has formed a partnership with championship-winning NASCAR team Stewart-Haas Racing and driver Kevin Harvick, representing the betting brand’s first US motorsports sponsorship alliance.
Through the Unibet brand, Kindred Group will serve as a primary sponsor for two NASCAR Cup Series at Indianapolis Motor Speedway and Martinsville Speedway (VA).
Unibet will also serve as the primary sponsor during the NASCAR Xfinity Series race in Indianapolis, with Harvick as the driver, whilst the brand will debut the partnership on 14t August as NASCAR-sponsors at Pocono Raceway in Pennsylvania.
“We’re proud to represent and work with Unibet, now and in the future,” remarked Brett Frood, President, Stewart-Haas Racing. “Fans are the lifeblood of our sport and Unibet offers a new and insightful way for fans to engage with our sport in a meaningful way.
“We’re looking forward to kicking off our partnership with Unibet this weekend at Pocono, where Pennsylvania residents can experience Unibet’s offerings firsthand.”
According to a joint statement, the partnership will connect the Stewart-Haas Racing fan base with Unibet in various activations throughout the season.
“Sponsorship is an important part of our marketing initiatives in the states, where sports betting is legal,” said Manuel Stan, Senior Vice President USA, Kindred. “Racing fans are extremely passionate about their sport and their driver in particular. Unibet exists for this reason, to enhance fans’ passion for their sport.
“Our platform is straightforward, easy to understand and filled with insights that allow our players to make informed bets. Integrating Unibet into the sport that fans watch and cheer for, is the best way to tell our story. We are By Players, For Players.”