NASCAR to develop co-branded content

NASCAR and the American Gaming Association (AGA) have joined forces ahead of an advertising campaign intended to raise awareness of responsible sports betting. NASCAR becomes the first professional sports brand to partner with the AGA’s “Have a Game Plan” public service campaign, which launched in late 2019.

content targeted at both rookie and veteran sports bettors

As part of the educational campaign, NASCAR will develop co-branded content targeted at both rookie and veteran sports bettors. In artwork on the AGA website, an image of a NASCAR pit stop features both brands’ logos with the headline “Know When To Pit. Bet Responsibly.”

“Legal sports betting allows fans to engage with their favorite drivers and race teams in new, exciting ways. It is critically important to ensure they are informed about how to do so responsibly,” said the AGA’s senior VP strategic communications Casey Clark.

The AGA tweeted the news yesterday:

Finger on the pulse

“Ensuring that our fans have the resources to bet responsibly is a founding principle of our gaming strategy,” said Scott Warfield, Managing Director, Gaming, NASCAR.

Within the partnership framework, NASCAR will create co-branded mixed-media advertising material that will be distributed across social channels and on national radio.

The auto racing giant will also develop original material for its online bet center. This will give visitors odds, stats, and content that empowers them to make informed, responsible betting decisions in the gaming and fantasy space.  

prepare our fans for the rapidly expanding legal sports betting landscape”

Highlighting the AGA’s knowledge of the convergence of sports, legal betting, and responsible gaming, Warfield said in a press release that NASCAR looked forward to working together to foster bettor awareness that helps “prepare our fans for the rapidly expanding legal sports betting landscape.”

Fast changeups

Warfield speaks of the rapidly changing sports betting market from first-hand experience. Over the past 12 months, NASCAR has been changing up the gears, signing multiple deals with numerous brands.

In May, it appointed EquiLottery as its lottery partner and IMG Arena as its international streaming partner. In the same month, a deal was struck with 3D gaming provider LEAP to develop NASCAR’s virtual gaming platforms. In August, it named BetMGM as its authorized gaming operator, a designation it shares with Penn National Gaming.