DraftKings is taking the NASCAR world by storm as it gears up for its inaugural sponsorship in a major way. The gaming giant will proudly serve as the official sponsor for not one, but two cars competing in the Crayon 301 Cup Series race at New Hampshire Motor Speedway (NHMS) this Sunday.
Through its existing partnership with 23XI Racing, the team co-owned by basketball legend Michael Jordan and Cup Series driver Denny Hamlin, DraftKings will be the official sponsor of Tyler Reddick’s #45 car and Bubba Wallace’s #23 ride in the upcoming race.
According to a blog post by DraftKings, the iconic DraftKings Network logos and vibrant colors will be prominently featured on both the car wraps and Reddick’s firesuit. Additionally, DraftKings will serve as the official sponsor of Bubba Wallace’s No. 23 car, with DraftKings logos and colors adorning both his vehicle and firesuit.
While gaming companies sponsoring NASCAR rides is not entirely new, this move by DraftKings marks a significant milestone in the industry. In 2021, BetMGM joined forces with Richard Childress Racing (RCR) as an associate sponsor for the team’s rides.
New Hampshire provides the perfect stage for DraftKings’ sponsorship debut
NHMS presents an ideal venue for DraftKings’ momentous NASCAR sponsorship debut. With its headquarters located nearby in Boston, DraftKings essentially holds a monopoly over sports wagering in the state.
In May, DraftKings’ VSiN (Vegas Sports Information Network) announced a partnership with Binnie Media, one of the largest radio station operators in New Hampshire. As part of the agreement, VSiN Radio 106.3-FM will feature round-the-clock sports and wagering programming. Additionally, Brent Musburger’s action updates from VSiN will air twice daily, Monday through Friday, on eight sister stations.
For the upcoming Cup race at NHMS, DraftKings is offering enticing odds of +1800 on Reddick to win (bet $100, win $1,800), while Wallace’s odds of victory stand at +3000 (bet $100, win $3,000), as provided by DraftKings.
Reddick’s most impressive performance at the New England track was a tenth-place finish in August 2020 when he raced for RCR. Wallace, on the other hand, achieved a best finish of third in his last three races at NHMS, with his worst showing being 26th.
NASCAR’s ongoing embrace of sports betting
Since the overturning of the Professional and Amateur Sports Protection Act (PASPA) in 2018, NASCAR has increasingly embraced regulated sports wagering and partnerships with related companies.
Apart from BetMGM and DraftKings sponsoring rides in the Cup Series this year, gaming companies and venues have served as title sponsors for four races, including three that are yet to come.
Two of these races, the Hollywood Casino 400 Presented by Barstool Sportsbook and the South Point 400, form part of NASCAR’s thrilling 10-race playoffs. The Hollywood Casino event takes place at Kansas Speedway, while the South Point 400 is scheduled for October 15th at Las Vegas Motor Speedway.
With NASCAR’s continued integration of the sports betting landscape, fans can expect even more exhilarating racing action coupled with the excitement of placing bets on their favorite drivers and teams.
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