NASCAR, the National Association for Stock Car Auto Racing, has signed up DraftKings as its official daily fantasy sports partner, with the operator to launch new branded games as part of a three-year agreement.
DraftKings will have access to a direct data feed from NASCAR Digital Media containing real-time statistics, allowing it to offer up-to-date information on races and drivers for daily fantasy sports games.
It will also launch games and statistics on DraftKings’ mobile applications, offering fans the only on-the-go fantasy sports and content platform.
“Pursuing ways to connect with our fans on a daily basis while enhancing their viewing experience has been paramount to NASCAR, and fantasy sports is a core tenet of that strategy,” NASCAR executive vice president and chief marketing officer Steve Phelps commented.
“We are committed to growing our fan base, increasing engagement and diversifying our audience and partnering with DraftKings will strongly support all of these efforts.”
In each game, participants are assigned a fixed salary cap that they use to draft a roster of five NASCAR Sprint Cup Series drivers. Players accumulate points based on finishing position, fastest laps, laps led, as well as position and passing differentials, for the chance to win NASCAR prizes and VIP experiences.
DraftKings will launch two NASCAR-themed games, a free game for casual players and paid games for fans, alongside its daily fantasy sports games for numerous major professional and college sports.
“We’re thrilled to partner with NASCAR to bring auto racing enthusiasts across the country an unmatched fan experience,” DraftKings chief executive and co-founder Jason Robins said. “We’re always exploring new avenues for innovation and stats from NASCAR Digital Media’s direct data feed that we will provide to our players is another example of DraftKings’ commitment to incorporating new technologies for the benefit of the fan.”