In an effort to improve its fantasy sports, NASCAR has brought on an industry leader.
NASCAR and NASCAR Digital Media announced a three-year agreement with fantasy sports organization DraftKings this afternoon (May 14). DraftKings will serve as NASCAR’s “Official Daily Fantasy Sports Partner,” gaining an exclusive license to develop NASCAR-branded fantasy games.
As a part of the deal, DraftKings will have access to a direct data feed from NASCAR Digital Media that contains real-time statistics. With the feed, DraftKings will be able to provide up-to-the-minute information on races and drivers for its fantasy sports games, giving players immediate access to their results. DraftKings will also offer its daily fantasy sports games on mobile applications, giving NASCAR fans the only on-the-go daily fantasy 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,” said Steve Phelps, NASCAR executive vice president and chief marketing officer in a release. “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 the current fantasy NASCAR game, participants are given a fixed salary cap that they can use to draft a five NASCAR Sprint Cup Series driver roster. DraftKings will continue this game, while providing scoring categories including finishing position, fastest laps, laps led, position differential and passing differential.
DraftKings will offer both free and paid games for NASCAR fans, providing fans the opportunity to win unique NASCAR prizes and VIP experiences.
“We’re thrilled to partner with NASCAR to bring auto racing enthusiasts across the country an unmatched fan experience,” said Jason Robins, CEO and co-founder of DraftKings. “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.”
DraftKings, launched in 2012, is a Boston-based online gaming destination. They currently offer daily fantasy sports for multiple sports, including American staples such as baseball, football, and basketball. DraftKings offers free and paid contests that award cash prizes daily.