Richard Childress Racing and BetMGM announced the first sponsorship between a NASCAR team and a sports betting operator on Wednesday.
While numerous sportsbook sponsorship deals have been struck in team sports across the United States, this marked the first in NASCAR. Financial terms of the one-year deal were not disclosed.
BetMGM has signed on for an associate sponsorship of Austin Dillon’s No. 3 car and the No. 8 car driven by Tyler Reddick for select races, beginning with this month’s Daytona 500. The “multifaceted” partnership also includes collaborating on marketing and activation assets along with BetMGM being designated as the official sports betting operator of Richard Childress Racing.
“BetMGM is at the forefront of the sports betting and online gaming industry and Richard Childress Racing can certainly relate to their pioneering vision,” said Richard Childress, Chairman and CEO of Richard Childress Racing. “This innovative relationship will provide opportunities to collaborate in new and groundbreaking ways.”
RCR has been in discussions with BetMGM since last summer and also talked to other gaming operators. The Sports Business Journal reported that the tipping point for choosing to partner with BetMGM was the sportsbook expanding into 10 states, including multiple where NASCAR holds races.
–Field Level Media