DraftKings Inc will become the first Official Daily Fantasy Sports, iGaming and Sports Betting Partner of 23XI Racing and its driver, Bubba Wallace, pending regulatory approval in applicable jurisdictions.
The official sponsorship made its debut at the EchoPark Automotive Texas Grand Prix at Circuit of the Americas at the weekend, with the team set to sport the DraftKings logo for each race of the 2021 season.
While DraftKings is already the Official Daily Fantasy Partner of NASCAR, the agreement with 23XI Racing positions DraftKings to grow its presence in the motorsports genre.
“Joining forces with the 23XI Racing organization near the beginning of its growth makes this collaboration all the more impactful for DraftKings,” said Ezra Kucharz, Chief Business Officer at DraftKings.
“Beyond the brand and product integrations of this deal, we also greatly admire Bubba Wallace’s ongoing advocacy for social justice and inclusion, equity and belonging efforts because they align perfectly with our company values.”
The new deal allows DraftKings and 23XI Racing to promote an authentic in-app experience for racing fans, and they will also collaborate on a cross-channel social media content video series including race previews and data presented by DraftKings.
Fans can also expect to see DraftKings as the primary partner of the No. 23 Camry at the NASCAR Cup Series Race at Pocono Raceway on Sunday, June 27, 2021. As the Official Free-to-Play Partner of 23XI Racing and Bubba Wallace, DraftKings Sportsbook will launch a free-to-play pool ahead of the event with custom prizes like signed Bubba Wallace merchandise.
“As we continue to build the foundation of 23XI Racing, it’s important for us to add brands that align with our values both on and off the track,” added interim 23XI Racing President Steve Lauletta. “DraftKings is a leader in sports technology and entertainment and a company that we were able to add to our already stellar list of sponsors who’ve joined us in our first year.
He continued: “Adding DraftKings allows us to bring unique experiences to our fans as we continue to grow our reach showcasing our team to fans outside the NASCAR platform, as well as work together in support for social justice and other inclusion, equality and belonging efforts.”
“I’m excited to see what we are capable of creating together as we welcome DraftKings to the 23XI Racing family,” said Bubba Wallace. “As a big fan of the company, this relationship marks a historic moment as we integrate with a leader in sports technology and entertainment to enhance the experience of racing fans across the board.”