A multi-faceted partnership with the sports betting platform BetMGM has been agreed by NASCAR team Richard Childress Racing (RCR), with the two working on a variety of marketing and activation assets.
First sports betting operator and NASCAR team partnership
This is to include primary sponsorship for select races during the 2021 NASCAR Cup Series and the designation of BetMGM as Richard Childress Racing’s Official Sports Betting Operator. This signifies the first partnership between a sports betting operator and a NASCAR team.
Richard Childress, Chairman and CEO of Richard Childress Racing, commented: “BetMGM is at the forefront of the sports betting and online gaming industry and Richard Childress Racing can certainly relate to their pioneering vision. This innovative relationship will provide opportunities to collaborate in new and ground-breaking ways.”
BetMGM’s agreement with RCR begins this month with an associate collaboration at Daytona International Speedway with RCR’s No 3 Chevrolet driven by Austin Dillon, as well as Tyler Reddick’s No 8 Chevrolet. On February 14, the Daytona 500 airs live on FOX.
Compelling marketing opportunities
Matt Prevost, Chief Revenue Officer for BetMGM, said: “Richard Childress Racing 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.”
NEWS: Richard Childress Racing (RCR) announced today a multi-faceted partnership with @BetMGM, the market-leading sports betting and online gaming platform. This marks the first partnership between a NASCAR team and sports betting operator.https://t.co/tEL3ema98G— RCR (@RCRracing) February 3, 2021