DraftKings is expanding its reach in motorsports through a NASCAR Cup Series team.
The sports betting and daily fantasy giant secured a partnership with Kaulig Racing and driver Ty Dillon. The pact makes DraftKings the exclusive sports betting operator of Dillon and Kaulig Racing and includes in-race branding. Dillon’s No. 10 Chevrolet stock car will sport the DraftKings logo for two races this season. DraftKings will have its logo present on Dillon’s car for the Enjoy Illinois 300 at World Wide Technology Raceway on Sept. 7. The car will also have a DraftKings logo for the Hollywood Casino 400 on Sept. 28.
“I am passionate about delivering fans the best experience possible, which is why it is so exciting to be working alongside DraftKings,” said Dillon. “It’s an iconic brand that’s become synonymous with innovation and fan engagement, offering a responsible and entertaining way for fans to get even more invested in the action.”
DraftKings is teaming up with Dillon after gaining rights to be the presentation sponsor of NASCAR’s In-Season Challenge. The In-Season Challenge is a five-race, 32-driver single elimination tournament that has $1 million up for grabs. The tournament places drivers in weekly head-to-head contests. The inaugural edition of the competition had Dillon finish second after entering as the No. 32 seed. Ty Gibbs defeated Dillon in the championship.
NASCAR’s ties to DFS and sports wagering
DraftKings is solidifying its footprint in NASCAR after reaching a deal with the organization in January 2024 for market access in North Carolina. The partnership made DraftKings an authorized gaming operator in the state and an official DFS partner of NASCAR. DraftKings rival FanDuel is also an authorized gaming partner of NASCAR, signing a deal in 2023.
NASCAR also provides Sportradar with media rights having agreed to a four-year extension in 2023 with the sports data aggregator. The motorsports organization is also taking steps to promote responsible gaming through a partnership with the American Gaming Association (AGA).
The pact allows NASCAR to deliver RG messaging on TV broadcasts during the playoffs. NASCAR made history in 2020, becoming the first U.S. pro sports league to partner with the AGA.
