DraftKings races ahead with Nascar deal
US fantasy sports operator DraftKings has entered into a partnership with North American stock-car-racing series Nascar.
Under the three-year deal, DraftKings will become the official daily fantasy sports partner of the series and acquire an exclusive licence to develop Nascar-branded games across the daily fantasy sport category.
Through Nascar Digital Media, the series’ media arm, DraftKings will gain access to a direct data feed that includes real-time statistics.
DraftKings will utilise this data to power daily fantasy sports games, in which players will be assigned a fixed salary cap they can use to draft a roster of five Nascar Sprint Series Cup drivers.
Scoring categories will include finishing position, fastest laps, laps led, as well as both position and passing differential.
With free and paid version of the games available, players can access games via DraftKings’s mobile applications and will have the opportunity to win one-of-a-kind Nascar prizes and VIP experiences.
“Pursuing ways to connect with our fans on a daily basis while enhancing their viewing experience has been paramount to Nascar, and fantasy sports is a core tenet of that strategy,” Nascar executive vice-president and chief marketing officer Steve Phelps said.
“We are committed to growing our fan base, increasing engagement and diversifying our audience and partnering with DraftKings will strongly support all of these efforts."
Jason Robins, chief executive officer and co-founder of DraftKings, added: “We're always exploring new avenues for innovation and stats from NASCAR Digital Media's direct data feed that we will provide to our players is another example of DraftKings' commitment to incorporating new technologies for the benefit of the fan.”
DraftKings is already highly active in the North American professional sports market, with deals in place with Major League Baseball, the National Basketball Association and various teams from the NFL American football league.
The firm last month also secured a $250 million (€219.1 million) investment from entertainment giant Walt Disney Co.
Related article: Disney announces $250m DraftKings investment