North American stock car racing organisation Nascar has announced a multifaceted partnership with IMG Arena, the agency giant’s sports betting arm.
London-based IMG Arena has licensed official Nascar assets to launch a virtual sports betting game that will be offered to bookmakers around the world.
The virtual product has been created by games developer Leap Gaming, which IMG Arena has been an investor in since 2018, and will replicate some of the series’ most recognisable tracks, including Daytona International Speedway and Talladega Superspeedway.
The long-term deal also gives IMG Arena the right to sell Nascar streaming rights to sports betting operators outside the US and Canada for the first time.
“IMG Arena is the leading partner for global sports and entertainment media. We are excited to work together to provide a global audience the ability to engage with our sport virtually and in real-time,” said Scott Warfield, Nascar’s managing director of gaming. “The international sports gaming landscape is mature and vibrant, and this partnership allows us to offer compelling products that further enhance our international footprint.”
Nascar has been beefing up its sports betting operation in recent times, signing an integrity deal with Sportradar, as well as agreeing an exclusive data partnership with Genius Sports and naming Penn National as its first authorised gaming partner.
For IMG Arena, the deal adds another offering to its portfolio of virtual sports betting products, which also includes, tennis, football, cycling, horse racing and greyhound racing.
“Adding Nascar to our client roster is a proud achievement,” added Freddie Longe, executive vice president and managing director at IMG Arena. “The brand is renowned in sport and entertainment with the high-octane race series providing must-watch, appointment-viewing content for more than 70 years
“The partnership significantly bolsters our streaming and official virtual sports offering with a product that we expect to be popular in a number of different markets.”
The new arrangement strengthens the ties between Nascar and IMG, which holds a ten-year deal to manage the series’ traditional media rights sales outside North and South America until 2024.