Sports data solutions provider Genius Sports has brokered a deal with Nascar to develop an official betting product for the North American stock-car racing series.
Genius will utilise the official Nascar data feed to build the solution, which will feature up-to-the-minute odds and a suite of traditional wagers and prop bets, that can be rolled out by operator partners.
The deal, the first of its kind for Nascar in the US market, will also establish Genius become the exclusive provider of Nascar data to licensed sportsbooks around the world.
Genius has a similar deal in place with the National Basketball Association in the US.
“Partnering with Genius Sports allows us to deliver a dynamic fan engagement platform in the rapidly-growing world of legalised sports gaming,” Nascar’s senior vice-president of broadcasting and innovation, Brian Herbst, said.
“This new relationship will provide another entry point to the sport and complements our strategy to create a more immersive experience for fans.”
Genius CEO, Mark Locke, added: “Nascar fans are some of the most devoted in the world, and we look forward to helping them to create a deeper, more connected experience that is both safe and secure as the business of sports betting continues to evolve in the US.
“Furthermore, our global relationships will help bring the excitement of Nascar racing to new audiences both within the US and in new territories around the world.”
The partnership comes after Nascar introduced a new sports gambling policy ahead of the 2019 season, enabling all of its teams and tracks to sell marketing sponsorships to sports betting companies and licensed sportsbooks.
Part of this strategy also saw Nascar in December enter into a partnership with Sportradar in an effort to protect the integrity of the series.