Gambling companies and sponsoring sports in some way, shape or form go hand in hand. We often see sports betting operators and online gaming platforms with their branding displayed across a football team’s shirt, for example, or during ad breaks of televised sporting events.
Due to the success these companies have had within the overall sporting sector, they are often on the lookout for new opportunities, and they could have found a new opportunity in motorsports sector?
In 2019, NASCAR, best known for its premier Cup Series, gave its approval for sports betting and gaming operators to offer sponsorship deals to the teams and drivers within their league system.
Now, while NASCAR isn’t quite on the same level of popularity as perhaps the NFL, MLB or NBA in the United States, it is undoubtedly another area to explore for brands looking for exposure and advertising in return for sponsorship packages.
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A prime example of this new strategy was the recent Party Casino 125, a round of NASCAR’s Pinty Race Series, sponsored by gambling site, Party Casino.
It’s one of the most popular race series on the NASCAR calendar, and the race drew in viewers in their droves and therefore, it was an excellent way to get a brand name out there in the public eye.
And, while the sponsorship revenue of NASCAR will be a tiny amount in comparison to other sports in the country, it’s worth remembering that most fans of NASCAR also enjoy the likes of the MLB, NBA and the NFL as well. It’s an excellent way to cover multiple bases by having involvement with several sports.
Before allowing sports betting and gambling brands to offer their services as sponsors to teams and people within the sport, an experiment was performed to get an idea of the rules which will be needed and so on to determine the landscape moving forward.
NASCAR president, Steve Phelps, used the recent Drydene 311 Cup Series race at the Dover International Speedway as a test event. And, from there, he gave his seal of approval, inviting sportsbooks and gaming operators to get involved in the action.
The types of sponsorship which we are likely to see moving forwards where NASCAR is involved will be in the form of company logos on the sides of cars when a brand is sponsoring the car, for example, rather than more traditional trackside banners.
Many companies will be eager too, to get involved financially with the more popular drivers in the sport too, and their race suits, as well as their social media accounts, could be branded up if deals are struck with individuals.
And, of course, races and events will continue to be a target for sports betting and gambling businesses—especially those who air on TV and draw in large viewership figures.
Many companies will hope to follow in the footsteps of the likes of Party Casino, and forge new partnerships and relationships with both teams and drivers, plus continue down the more traditional routes such as naming rights for races.
It’s worth noting that while sports betting outfits can have involvement with teams and their respective drivers, NASCAR president Steve Phelps insisted on a blanket ban in terms of gambling on events. So, all team members, as well as the drivers, even if they have financial backing from a betting operator, cannot wager any of their money on races or their outcomes…
