DraftKings Completes Three-Year Deal With NASCAR

Daily fantasy sports operator DraftKings has completed a three-year deal with NASCAR to be the racing property's official daily fantasy sports partner. The deal, which was first reported last month by THE DAILY, grants DraftKings an exclusive license to develop NASCAR-branded daily games, aided in part by a real-time, direct data feed from NASCAR Digital Media. DraftKings will additionally work with NASCAR to offer one-of-a-kind and experiential prizes for game winners in addition to standard cash-based and free games.

The NASCAR deal adds to a rapidly growing portfolio of top-tier partners for DraftKings, which also includes MLB, NHL, UFC and several NFL teams, among others. "We're always exploring new avenues for innovation, and stats from NASCAR Digital Media's direct data feed that we will provide to our players is another example of DraftKings' commitment to incorporating new technologies," said DraftKings CEO Jason Robins.

Financial terms were not disclosed. NASCAR spent several months evaluating how best to enter the red-hot daily fantasy market before striking the deal with DraftKings. Gameplay for DraftKings' NASCAR contests formally begins with next weekend's Coca-Cola 600 in Charlotte, though marketing for that starts today. By Eric Fisher & Adam Stern/SportsbusinessDaily.com