BetMGM has become the first gambling operator to officially partner with a professional Nascar team after it secured a deal with Richard Childress Racing (RCR).
Under the agreement, BetMGM, the betting brand operated via the joint venture between Entain and MGM Resorts, will become the official sports betting operator of the team.
BetMGM will also collaborate with RCR on a range of marketing and activation assets, including primary sponsorship for select races during the 2021 Nascar Cup Series.
This will begin with an associate partnership RCR’s No. 3 Chevrolet driven by Austin Dillon, as well as No. 8 Chevrolet driven by Tyler Reddick, at the Nascar Cup Series at event at Daytona International Speedway on February 14.
“BetMGM is at the forefront of the sports betting and online gaming industry and RCR can certainly relate to their pioneering vision,” RCR chairman and chief executive Richard Childress said. “This innovative relationship will provide opportunities to collaborate in new and ground-breaking ways.”
BetMGM chief revenue officer Matt Prevost added: “RCR 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.”
The agreement expands BetMGM’s association with Nascar, with the brand last year having signed a multi-year deal to become an authorised gaming operator of the series and have rights to use its official marks.