BetMGM has inked an industry-first partnership with an individual NASCAR team.
BetMGM, the joint venture between MGM Resorts International and Entain, has become the first US betting operator to partner with a NASCAR team after inking a deal with Richard Childress Racing (RCR).
This deal comes after BetMGM inked a multi-year deal with NASCAR last year to become an authorised operator of the series securing the rights to use its official marks.
Under the agreement, BetMGM will become the official sports betting operator of the NASCAR team.
Richard Childress Racing and the sportsbook operator will work together on a variety of marketing and activation assets. This will include primary sponsorship opportunities for select races during the NASCAR Cup Series in 2021.
The partnership will start with an associate partnership with RCR’s No.3 Chevrolet which is driven by Austin Dillon and the No.8 Chevrolet which is driven by Tyler Reddick at the Nascar Cup Series at the Daytona International Speedway on 14 February.
Matt Prevost, BetMGM’s Chief Revenue Officer, said, “Richard Childress Racing is one of the most respected and formidable teams in motorsports. Together we will develop compelling marketing opportunities and activations that introduce the BetMGM sports betting brand to NASCAR fans worldwide.”
Richard Childress, Chairman and CEO of Richard Childress Racing, said: “BetMGM is at the forefront of the sports betting and online gaming industry and Richard Childress Racing can certainly relate to their pioneering vision. This innovative relationship will provide opportunities to collaborate in new and groundbreaking ways.”
BetMGM continues to expand US presence
This deal marks BetMGM’s latest effort to expand its presence in the growing US sports betting market.
Last month, BetMGM became an exclusive sports betting partner of the subscription-based sports media company The Athletic. This deal will see the media giant launch a new content vertical titled, The Athletic Betting Hub which will be supported with in-depth content productions and integration with BetMGM’s products.
Towards the end of January, the sportsbook operator also launched its online sportsbook product in the state of Virginia. With its launch in Virginia, BetMGM is now available in 10 US states with legal and regulated sports wagering.
BetMGM has also secured a deal with Major League Baseball’s Washington Nationals which will allow the operator to operate a sportsbook in Washington DC. Under the deal, the online sportsbook operator will open a physical land-based sportsbook facility within the team’s National Park home ballpark.