Kindred Group-associated gaming and sports operator Unibet has inked a partnership with NASCAR team Stewart-Haas Racing, marking the company’s first link to a motorsports outfit in the United States. NASCAR is one of the most prominent racing organizations in North America.
Why Team Up with Stewart-Haas Racing?
The partnership between Unibet and Stewart-Haas Racing, as well as with driver Kevin Harvick, is a significant step forward for the sports betting operator which is looking to secure further positions in the regulated betting market and better engage with sports fans.
Unibet is already available to sports bettors in places such as New Jersey and Pennsylvania, and will now serve as a primary sponsor to the NASCAR Cup series at both Indianapolis Motor Speedway and Martinsville Speedway. Expanding the scope of its partnership, Unibet will also sponsor the NASCAR Xfinity Series race in Indianapolis, where Harvick will be one of the racers.
Unibet will make its debut as an official sportsbook sponsor for the motorsports brand on July 26, 2021 at Pocono Raceway in Pennsylvania, with Harvick driving the No. 4 car.
Commenting on these events, Kindred SVP USA Manuel Stan welcomed the opportunity to offer fans a much better NASCAR experience and share in their passion for motorsports. In his words:
“Sponsorship is an important part of our marketing initiatives in the states, where sports betting is legal. 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. Our platform is straightforward, easy to understand and filled with insights that allow our players to make informed bets. Integrating Unibet into the sport that fans watch and cheer for, is the best way to tell our story. We are By Players, For Players.”
Stewart-Haas Racing president Brett Frood also commented on the opportunity of working with Unibet and added that the operator provides fans with new ways to engage with the race and their favorite teams. He said:
“We’re proud to represent and work with Unibet, now and in the future. 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. We’re looking forward to kicking off our partnership with Unibet this weekend at Pocono, where Pennsylvania residents can experience Unibet’s offerings firsthand.”
Unibet has been expanding its presence in the United States over the past months. The company signed market-access deals in Arizona and California, even though the latter is still far from regulating its sports betting industry. The sportsbook operator also obtained a mobile sports betting license in Virginia and became an official partner to Pennsylvania-based NFL franchise, the Pittsburg Steelers.
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