Sports data provider Genius Sports and NASCAR have partnered to develop an official NASCAR live-betting product.

NASCAR said that the agreement represents a first step toward creating an advanced live betting product that will drive fan interest and deepen engagement with the sport.

The partnership will see Genius Sports utilise the official NASCAR data feed to build a “high-end live betting product” for sportsbooks in regulated markets around the world, featuring up-to-the-minute odds and a suite of traditional wagers and prop bets.

As part of the agreement, Genius Sports will also serve as the exclusive provider of NASCAR data to licensed sportsbooks, marking the sports’ first data partnership in the US sports betting sector.

“Partnering with Genius Sports allows us to deliver a dynamic fan engagement platform in the rapidly-growing world of legalized sports gaming,” said Brian Herbst, senior vice president, broadcasting and innovation, NASCAR.

“This new relationship will provide another entry point to the sport and complements our strategy to create a more immersive experience for fans.”

Genius Sports chief executive Mark Locke commented: “NASCAR fans are some of the most devoted in the world, and we look forward to helping them to create a deeper, more connected experience that is both safe and secure as the business of sports betting continues to evolve in the US.

“Furthermore, our global relationships will help bring the excitement of NASCAR racing to new audiences both within the U.S. and in new territories around the world.”

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