BetMGM announced on Thursday that it has secured a multifaceted partnership with NASCAR Racing Team, Richard Childress Racing. The deal marks the first time ever a NASCAR team entered a promotional deal with the online betting and casino operator.

BetMGM-Richard Childress Racing Partnership

According to the deal, BetMGM will collaborate with the NASCAR team on a variety of marketing and activation assets. The agreement also includes the 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’s link up with RCR, which officially starts this month at Daytona International Speedway, puts itself in a prime position to increase its market visibility via sponsorship. Austin Dillion of RCR’s No.3 Chevrolet and Tyler Reddick of No.8 Chevrolet banner the Richard Childress Racing team in this season’s NASCAR CUP Series.

Richard Childress, the chairman and CEO of Richard Childress Racing, warmly welcomes their new partner BetMGM, calling the operator the leader in the sports betting and online gaming industry.

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

Matt Prevost, BetMGM’s chief revenue officer, has also praised Richard Childress Racing for its lofty reputation around the NASCAR circuit. He also teased more marketing collaboration and activations event with the Racing Team in the future.

“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,” Prevost stated in the press release.

BetMGM Footprints in NASCAR Racing

Although this is the first time BetMGM entered into an agreement with a NASCAR team, the casino giant has already pressed its footprint in NASCAR already after securing a multi-year deal with the racing league in August last year.

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

BetMGM and NASCAR have also expressed their intentions to introduce cross-promotional opportunities that may probably include the promotion of BetMGM on NASCAR’s digital platforms, mobile app, and social media channels.