NASCAR expands SharpLink partnership after C4 sports betting platform success

Image source: Fred Kfoury Iii/Zuma Press/PA Images

NASCAR is expanding its relationship with SharpLink Gaming Ltd to provide multiple new features and betting opportunities to racing fans through the end of the 2021 season.

The partnership is being extended based on insights and successful results generated by SharpLink’s C4 Sports Betting Conversion Platform launched on earlier this year.

Joe Solosky, Managing Director of Gaming at NASCAR, stated: “Early engagement levels have been particularly impressive with SharpLink providing NASCAR fans the ability to get acclimated to the emerging online US sports betting environment.

“SharpLink is providing invaluable insights that are helping shape and expand our sports betting operations now and in the future. We look forward to working closely with SharpLink to introduce new C4 features on with a goal of driving even deeper customer engagement and entertainment.”

SharpLink has been a free-to-play game development partner to NASCAR for nearly a decade. Back in February, the two organizations further expanded their partnership when SharpLink’s AI-enabled C4 technology was deployed on, serving its users with live, real-time, personalized betting opportunities offered by BetMGM online sportsbook.

SharpLink CEO, Rob Phythian, added: “We are very pleased that our C4 Sports Betting Conversion platform is meeting and exceeding NASCAR’s expectations of our innovative AI-enabled technology and capabilities.

“We are also proud that through rapid deployment with BetMGM and full service weekly maintenance, SharpLink is freeing NASCAR’s staff to focus on creating the best possible betting user experience for their passionate fanbase without having to hassle with complex technology implementations by costly in-house development teams.”