NASCAR is in the process of creating a live betting product that will be distributed to legal sports-betting operators around the world.
Through a partnership with sports-data company Genius Sports announced Friday, NASCAR's official data will be used to build a real-time gaming platform that provides odds and a suite of wagers and prop bets to licensed sportsbook operators.
"Partnering with Genius Sports allows us to deliver a dynamic fan engagement platform in the rapidly-growing world of legalized sports gaming," NASCAR senior vice president of broadcasting and innovation Brian Herbst said in a release announcing the partnership. "This new relationship will provide another entry point to the sport and complements our strategy to create a more immersive experience for fans."
Genius Sports will become exclusive provider of NASCAR data to sportsbooks.
NASCAR is the latest sports organization to dip its toes into the evolving sports-betting landscape in the United States. Last May, the U.S. Supreme Court struck down a federal statute that had restricted state-sponsored sports betting to primarily Nevada for 26 years. Since the ruling, legal sportsbooks have opened seven states, in addition to Nevada: Delaware, Mississippi, New Jersey, New Mexico, Pennsylvania, Rhode Island and West Virginia.
The NBA and Major League Baseball have sports betting-centered partnerships with MGM Resorts and similar deals among leagues, franchises and bookmaking companies.
The partnership with Genius Sports is NASCAR's first in the growing U.S. sports-betting sector. Prior to the 2019 season, NASCAR instituted a policy that allowed teams and tracks to do marketing sponsorships with sports-betting companies.
"NASCAR fans are some of the most devoted in the world," Genius Sports CEO Mark Locke added in the release. "We look forward to helping them create a deeper, more connected experience that is both safe and secure as the business of sports betting continues to evolve in the U.S."