Nascar Puts Pedal To The Sports Betting Metal With ‘Landmark’ Genius Alliance
Sunday, May 5, 2019 at 04:22PM in Genius Sports, Nascar, Nascar, sports betting, sports marketing

NYSJ Sports-Entertainment Business News Service

May 3, 2019:
Before the start of the 2019 season, Nascar developed what was called “a comprehensive sports integrity program and gambling policy in which the sanctioning body granted all teams and tracks the ability to sell marketing sponsorships to sports-betting companies and licensed sportsbooks.”

Now, in what was described as a “landmark deal,” Nascar has enhanced its presence in the sports betting landscape by signing Genius Sports, a leader in sports data solutions, to “develop an official Nascar gaming offering for legal sportsbooks.”

The new agreement — under which Genius Sports becomes the exclusive provider of Nascar data to licensed sportsbooks and which Nascar called its entry in the growing U.S. sports betting sector — is the “first step toward creating an advanced live betting product that will drive fan interest and deepen engagement around Nascar race events.”

“Partnering with Genius Sports allows us to deliver a dynamic fan engagement platform in the rapidly-growing world of legalized sports gaming,” Brian Herbst, svp-broadcasting and innovation for Nascar, said via the organization.

“This new relationship will provide another entry point to the sport and complements our strategy to create a more immersive experience for fans.”

Via the alliance, intended to “enhance the race day experience and keep fans engaged with the sport for longer periods of time,” Genius Sports will utilize Nascar’s official data feed to build a high-end live betting product to be sold to legal sportsbooks worldwide.

Exclusive access to Nascar’s official data will allow Genius Sports to create a real-time gaming platform that provides up-to-the-minute odds and a suite of traditional wagers and prop bets.

Only licensed sportsbooks in regulated territories will have access to the official data, providing greater transparency, accuracy, and cooperation to monitor and safeguard Nascar events.

According to Mark Locke, CEO for Genius Sports, “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.

“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.”

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