NASCAR monetises with official data product

Team Talk

When U.S. sports betting was legalized in 2018, NASCAR was one of the first sports to see a new opportunity to engage fans during its events.  

But it first needed to create an official data product and turn it into an innovative and valuable betting solution for sportsbooks. 

NASCAR aimed to: 

  • Create a commercially-valuable and unique official betting solution
  • Maximize the potential and reach of official live racetrack data  
  • Innovate the raceday experience with immersive betting content 

Tactics

Together, we built a first-of-its-kind official sportsbook product including over 25 in-race bet-types. 

  • It leverages exclusive real-time data captured direct from racetracks 
  • Algorithmic models create split-second odds for betting operators  
  • It includes rich bet-type options, such as driver matchups and top 3 finishes 

This new official data-powered solution allows sportsbooks to take bets on every lap of every race and gives fans across regulated states a highly-engaging live experience, as they watch on TV.

For sportsbooks and NASCAR fans alike, this is an attractive proposition. Before each event, we team up with NASCAR to create bespoke head-to-head betting markets. 

Final result

The biggest US sportsbooks from NASCAR’s Authorized Gaming Partners BetMGM, WynnBET, Penn National and Fubo, to FanDuel and DraftKings, signed-up to the official betting solution. 

  • 30% increase in NASCAR betting handle in 2021 (select Genius partners)
  • 100% of major U.S. sportsbooks use the official solution 
  • 25% of total handle driven by driver matchup bets

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