Daily fantasy sports operator DraftKings has inked a deal to become the exclusive fantasy partner of the NASCAR auto racing organization.
The three-year deal, which was announced on Thursday, gives DraftKings the designation of NASCAR’s ‘Official Daily Fantasy Sports Partner.’ The partnership gives DraftKings the exclusive license to develop NASCAR-branded games for the DFS market.
NASCAR has agreed to provide DraftKings with a direct real-time data feed to give players up to the minute statistics on races and drivers. The data and games will also be available on DraftKings’ mobile app, giving DFS players something to do while waiting for the cars to zoom by their particular seat in the grandstand.
DraftKings is promising both free and paid games in which players pick a team comprised of five NASCAR Sprint Cup Series drivers. Scoring will be based on finishing position, fastest laps, laps led, position differential and passing differential. In addition to cold hard cash, DraftKings players will have the opportunity to win unique NASCAR prizes and VIP experiences.
NASCAR chief marketing officer Steve Phelps said fantasy sports was a “core tenet” of its strategy to “connect with our fans on a daily basis while enhancing their viewing experience.” Phelps believes DraftKings will assist NASCAR in “growing our fan base, increasing engagement and diversifying our audience.”
DraftKings CEO Jason Robins claimed to be “thrilled” at his latest signing, saying the firm was “always exploring new avenues for innovation,” citing NASCAR Digital Media’s direct data feed as a perfect example.
NASCAR is the latest sporting body to hop into bed with DraftKings, following last year’s multi-year partnership with the National Hockey League and last month’s expansion of DraftKings’ deal with Major League Baseball. DraftKings also has deals with individual teams with the National Basketball Association and the National Football League.
