The connection between DraftKings and NASCAR is staying within the quick lane.
After launching NASCAR daily fantasy contests earlier this 12 months, DraftKings lately introduced a partnership with the Race Group Alliance, a coalition representing almost each crew and top-level driver within the sport.
The deal is the continuation of an aggressive push by DraftKings to diversify its choices and model recognition throughout a wide selection of sportsbook.
DraftKings continues down path of diversification
In Might, DraftKings signed a three-year partnership with NASCAR, granting the location unique rights to NASCAR’s refined real-time knowledge feed. The deal additionally provisioned for heavy cross-promotional efforts.
The partnership was initially seen as a daring transfer for DraftKings, in search of to set itself aside from different choices within the DFS house, mainly FanDuel. Whereas FanDuel would possibly maintain an edge in fantasy’s most profitable area, the NFL, DraftKings has turn out to be more and more aggressive in diversifying its personal choices and partnerships.
“We need to supply probably the most various lineup of various fantasy sportsbook,” mentioned DraftKings co-founder Matt Kalish. “If there’s a giant fan following on the market for one thing, we need to discover a method to make that sport extra attention-grabbing to followers, and convey them a bit nearer to the sport.”
DraftKings additionally has an eye fixed towards the entries of Yahoo and PokerStars mother or father Amaya into its market. Yahoo launched its DFS product final week, whereas PokerStars’ product is predicted later this 12 months. Yahoo, up to now seems to be staying out of NASCAR DFS.
Daily fantasy racing: The following golf?
Diversification has paid early dividends for DraftKings. The corporate launched a fantasy golf product earlier this 12 months which outperformed expectations, drawing a large participant base.
Few websites at present supply daily fantasy auto racing, with DraftKings occupying a much more outstanding market place than rivals like Fantasy Feud and Sports activities Tradex.
In fact, NASCAR, like golf, brings with it questions of legality beneath the fantasy carveout within the Illegal Web Playing Enforcement Act.
NASCAR deal was a long-term purpose for DraftKings
DraftKings started providing NASCAR contests beginning with the Coca-Cola 600 in Might, however Kalish mentioned the corporate had lengthy been working towards an alliance with NASCAR, probably the most in style spectator sportsbook in america.
“It will simply be an enormous miss to not hit that viewers,” he mentioned. “It’s one thing we actually needed to do from day one.”
With NASCAR, DraftKings hopes to construct the identical sense of ubiquity it has established in different sportsbook, together with a very shut relationship with Main League Baseball and a overwhelming majority of its franchises.
“We talked to NASCAR about our plans, and shared with them what we’ve been capable of do with different skilled leagues,” mentioned Kalish, “We simply tried to search for a method to do one thing collectively, and that is what we’ve give you.”
Hopes of recreating MLB partnership success
The MLB partnership with DraftKings, which incorporates an fairness stake within the DFS web site for MLB, started in 2013. The deal was expanded to make DraftKings MLB’s official fantasy companion earlier this 12 months.
“We’re built-in. It’s actually a part of the expertise of watching baseball,” Kalish mentioned.
Whereas assured that such an in depth relationship would bloom with NASCAR, Kalish mentioned the method could be a equally gradual one.
“I believe what usually occurs is, you determine a partnership, after which over time it deepens,” he mentioned.
The Race Group Alliance: A strong ally
The Race Group Alliance, shaped in 2014, has grown to encompass 18 groups and 37 drivers in skilled inventory automobile racing, representing each crew fielding Dash Cup rivals, except Furnishings Row Racing, dwelling of Martin Truex, Jr. The coalition is helmed by Rob Kauffman, a co-owner of Michael Waltrip Racing.
In line with a press launch, “the groups will help and promote the free NASCAR recreation on DraftKings.com with crew marks, social and digital media initiatives, and different activation applications.”
It’s one other sign that DraftKings is betting on NASCAR offering a giant return down the highway. Already, the location has began providing contests with six-figure prize swimming pools, a development more likely to proceed as extra followers are launched to daily fantasy racing.
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