Nascar in fantasy sports deal

One of the market leaders in the booming Daily Fantasy Sports vertical, DraftKings, has announced a new business deal with an American sports organisation, signing a 3-year exclusive agreement with the NASCAR car racing body.

The agreement gives DraftKings the right to use the designation of ‘Official Daily Fantasy Sports Partner’ in relation to NASCAR, along with an exclusive licence to develop NASCAR-branded games for the DFS market.

The auto racing body has agreed to furnish DraftKings with a direct real-time data feed to give players up to the minute statistics on races and drivers, and this information will additionally be made available on the DFS company’s mobile app.

DraftKings plans to introduce new games in which DFS players pick teams of five top NASCAR drivers, with scoring based on factors such as finishing position, fastest laps, laps led, position differential and passing differential.

Winning players will receive unique NASCAR prizes in addition to cash winnings.

NASCAR is using the DFS relationship to extend its influence and attract more enthusiasts by connecting with fans on a daily basis and providing an exciting player experience to a new audience, said the auto racing organisation’s marketing chief, Steve Phelps.

The NASCAR deal is the latest in a series that has seen DraftKings align itself with franchises in all the US major sports leagues.