NASCAR extended its partnership with technology company Sportradar to bolster its legal sports betting reach, the U.S. stock car racing organization announced Tuesday.
With this added four-year deal, Sportradar will continue to provide NASCAR and its media partners with live timing, scoring data, and integrity monitoring, but there will be more of an emphasis on what the racing company sees as an area of growth.
“Our partnership with Sportradar is foundational to our sports betting strategy from ensuring the integrity of our product to quickly providing authorized gaming operators and media partners with accurate, reliable data,” Joe Solosky, NASCAR managing director of sports betting, said. “Adding official betting data to the partnership will continue to catalyze NASCAR’s rapid growth in the sports betting space and allow fans to further engage with the sport.”
Resonating with bettors
NASCAR saw a 51.5% increase in legal sports betting in 2022 from the previous year. It has partnerships in place with betting sites such as FanDuel, DraftKings, and PENN Entertainment, so it’s not a surprise that NASCAR wants to up its presence with bettors.
“As the sports industry’s leading technology company and a trusted partner of sportsbooks and media companies, Sportradar is uniquely positioned to support NASCAR in capturing commercial opportunities,” Eric Conrad, EVP of Strategic Partnerships & Content for Sportradar said. “Our ability to leverage these rights in the marketplace will ultimately enrich the NASCAR experience for fans.”
Enhancing the product
Sportradar has similar partnerships with MLB, NBA, and the NHL. It recently struck an accord with U.S. Soccer, which brought Sportradar on to help provide data for sports betting on a more global scale for the organization.
Sportradar not only provides data and stats to media, but it also fuels sportsbook operators that provide pre-race wagering and live-betting opportunities to NASCAR fans.
The technology and media-rights holder will continue to work with all three of NASCAR’s series: Cup, Xfinity, and CRAFTSMAN Truck.
The integrity services agreement — which was formed in April 2022 — is under a different partnership than the data, sports-betting-driven collaboration.
