Unibet strikes first US motorsports partnership with NASCAR team

Unibet, a subsidiary of European online gambling operator Kindred Group, has struck its first US motorsports sponsorship deal, partnering with NASCAR’s Stewart-Haas Racing and driver Kevin Harvick for the upcoming NASCAR Xfinity Series and NASCAR Cup Series races.

As part of the agreement, Unibet will debut as the primary sponsor for Harvick and the No. 4 team at Pocono Raceway in Pennsylvania on July 26. The sponsorship deal also includes NASCAR Cup Series races at Indianapolis Motor Speedway on August 15 and Martinsville Speedway in Virginia on October 31.

The goal of the partnership,  which will see Unibet receive placement on the front fender of the No. 4 Ford Mustang driven by Harvick, is to connect fans of Stewart-Haas Racing with Unibet through various activations during the NASCAR season.

“Sponsorship is an important part of our marketing initiatives in the states, where sports betting is legal,” said Manuel Stan, Kindred’s SVP, USA. “Racing fans are extremely passionate about their sport and their driver in particular. Unibet exists for this reason, to enhance fans’ passion for their sport.”

“We’re proud to represent and work with Unibet, now and in the future,” added Stewart-Haas Racing president Brett Frood. “Fans are the lifeblood of our sport and Unibet offers a new and insightful way for fans to engage with our sport in a meaningful way.”

The partnership marks the latest play to increase brand awareness in the US by Unibet, which is currently live in New Jersey, Pennsylvania, Indiana, and Virginia.

With sports betting operators in a battle for market share in legalized US states, partnering with professional sports leagues and teams can help foster trust and credibility in the eyes of potential consumers, while also doubling as additional acquisition channels for operators.

Unibet has similar partnerships with the Philadelphia Eagles and New Jersey Devils.