Online gaming and sports betting platform BetMGM has announced a multifaceted “innovative relationship” with Richard Childress Racing, representing the first of its kind between a NASCAR team and operator.

This will see the brand collaborate with the NASCAR team on a variety of marketing and activation assets, including primary sponsorship for select races during the 2021 NASCAR Cup Series, and the designation as the ‘Official Sports Betting Operator’ of Richard Childress Racing. 

“BetMGM is at the forefront of the sports betting and online gaming industry and Richard Childress Racing can certainly relate to their pioneering vision,” said Richard Childress, chairman and CEO of Richard Childress Racing. “This innovative relationship will provide opportunities to collaborate in new and groundbreaking ways.”

BetMGM’s agreement with RCR kicks off this month at Daytona International Speedway with an associate partnership on RCR’s No. 3 Chevrolet driven by Austin Dillon, as well as the No. 8 Chevrolet driven by Tyler Reddick. 

Matt Prevost, BetMGM’s chief revenue officer, added: “Richard Childress Racing is one of the most respected and formidable teams in motorsports. Together we will develop compelling marketing opportunities and activations that introduce the BetMGM sports betting brand to NASCAR fans worldwide.”

This collaboration follows the platform securing a multi-year agreement with NASCAR in August of last year, with BetMGM subsequently becoming designated as an authorised gaming operator.

This granted BetMGM the rights to NASCAR marks and the promotion of its offerings through the firm’s mobile app, social media channels, and retail sportsbooks. 

Furthermore, the two also unveiled intentions to introduce cross-promotional opportunities that could include promotion of BetMGM on NASCAR’s digital platforms, mobile app, and social media channels.