NASCAR was one of the first live sports to return in the United States following the coronavirus pandemic, but they are looking to expand internationally as well. Earlier this week, NASCAR announced that it has partnered with IMG Arena to help grow its brand around the world.
IMG Arena provides virtual style gambling to over 460 sportsbook operators around the world, and now they are set to add NASCAR to their platform. The shut down of live sports has created a need for virtual sports, and IMG Arena has been powering sportsbooks during this time.
NASCAR was shut down for more than two months before hosting their first race back at Darlington Raceway on May 17. The organization has run a few other races since then, and they are taking the races to Charlotte, NC, this weekend.
The organization is hoping to cash in on this time when other sports are shut down and are hoping to bring new fans to the sport. Not only are new waves of fans expected in the United States, but this deal with IMG Arena should also attract plenty of attention overseas.
With this partnership, IMG Arena has access and all of the rights to all of the NASCAR tracks, as well as general racing information. IMG Arena can then use this information to create the most realistic virtual racing game in the industry and can excite new fans about NASCAR.
Leap Gaming has helped develop the game, “The Official NASCAR Virtual,” and it will feature all of the famous race tracks that even the most casual fan will recognize. NASCAR introduced a virtual racing series during their shut down of live racing events, but this product will be geared towards providing sportsbooks with some content.
Access For New Fans
IMG Arena will also provide sportsbooks worldwide with a live stream broadcast of upcoming NASCAR Cup races. Fans in other countries have not been allowed to watch many NASCAR races, but this deal will allow them to do so.
NASCAR has seen a major decrease in fans and popularity over the last few decades, and they are working on getting that trend changed. One of their strategies includes making waves in the sports betting industry, and they have partnered with several major sports betting companies.
The organization is hoping that increasing fan engagement will help create an interest in the sport, and will help with popularity. NASCAR has an opportunity to capitalize without competing with other live sporting events, and they are using this time wisely.
IMG Arena is no stranger to providing virtual racing games as their platform already included horse and greyhound racing. IMG Arena has also developed virtual games in sports such as soccer, tennis, and cycling.
The company has been looking to release a motorsport category, and the NASCAR virtual race will headline it. Bettors can also gamble on this virtual game when it becomes available, which should be within a couple of weeks. Streaming of NASCAR races can start this weekend with the CocaCola 600.