Where Do Sportsbooks Fit Within NASCAR Sponsorship Deals?

Written By Dann Stupp on September 9, 2021 – Last Updated on August 4, 2022

Clearly, we are a biased party, but there is undeniably a wealth of knowledge to be gained about NASCAR sponsorship through Xfinity Series driver Brandon Brown.

We are sponsoring the Virginia native for the race happening this weekend, ultimately.

One of Brown’s sponsors for Saturday’s Go Bowling 250 at Richmond Raceway (2:30 p.m., NBCSN) is play-virginia.com. The 27-year-old Woodbridge native, who has had an exceptional NASCAR season, will also feature other sponsors for his No. 68 Chevrolet.

The trunk lid of the vehicle will display The Original Larry’s Hard Lemonade Brewing Co. The hood of the vehicle will showcase Trade the Chain, a cryptocurrency trading platform. The quarter panels of the vehicle will feature play-virginia.com.

A gaming company, a specialized alcohol brand, and a cryptocurrency startup.

The Brandonbilt Motorsports team demonstrates exceptional flair and creativity by relentlessly pursuing NASCAR sponsorships, even in unconventional categories that other teams may overlook.

Brandonbilt Motorsports on NASCAR sponsorship

Brandonbilt Motorsports, a team based in Fredericksburg, Va., has only completed its third full season in the Xfinity Series. Prior to graduating from Coastal Carolina University in 2018, Brown participated in a part-time schedule in both the Xfinity Series and Truck Series while also attending classes.

One of the contributing factors to his ability to pursue it as a full-time endeavor this year is the support from sponsorships.

They are crucial, especially this year in particular. Only a year ago, NASCAR and the sponsorship industry in racing were facing stagnation. The COVID-19 pandemic added to the existing reluctance.

According to Mac MacLeod, the head of marketing and sponsorships at Brandonbilt Motorsports,

We engaged in numerous discussions with various companies expressing their enthusiasm to collaborate with us. However, they ultimately chose to postpone their partnership plans after NASCAR announced its shutdown for 2020. Additionally, as we approached this season, we faced difficulties due to the significant impact of COVID-19. Many of our previous sponsors were adversely affected, and a few were even compelled to withdraw their sponsorship, resulting in a significant void that we needed to address.

Fortunately, the team showcased their creative prowess and garnered widespread attention with a comical request for sponsorships. Stay tuned for more details on this viral phenomenon, coming up on Friday.

After a successful year, during which Brown and crew chief Doug Randolph achieved personal bests in Top 10s and Top 5s, a few of his sponsors decided to renew their support. Additionally, new sponsors like play-virginia.com joined the team. As a result, all primary sponsorships for the rest of the season have been filled, and only a few associate sponsorships, including the one with PlayVirginia, are still available.

MacLeod expressed his hope that Brandon’s increasing fame this season, along with people finally recognizing our achievements as a team both on and off the track, will be beneficial for us as we plan for the future in 2022.

Sportsbooks and the future of NASCAR sponsorship

NASCAR betting has witnessed a surge alongside the expansion of legal sports betting in the United States. Brown, along with drivers from NASCAR’s top series, namely Cup and Truck, have personally witnessed and experienced this phenomenon.

According to Brown, the increased visibility is a positive aspect. He believes that the more attention, enthusiasm, and viewership our sport receives, the better it is. Furthermore, he mentions that NASCAR has been warmly embraced by sports betting, offering various betting options beyond simply predicting the race winner.

I’m thrilled that my home state of Virginia has embraced it, and I’m excited to collaborate with play-virginia.com to shed light on everything happening there.

Play-virginia.com is not in the same league as Coca-Cola. We don’t have the recognition of UPS, M&Ms, Target, or any other well-known mega brands that you often see promoting NASCAR’s top drivers.

Our core business revolves around affiliate gaming, primarily emphasizing sports betting. Notably, prominent sportsbook companies like BetMGM, WynnBET, and Barstool Sportsbook have already made significant inroads into NASCAR in diverse ways.

Shouldn’t the gaming giants consider sponsoring individual drivers and teams at this point?

Brown expressed his belief that sports betting would continue to be a permanent fixture and saw NASCAR as a limitless opportunity for sportsbooks. He commended Richmond and Martinsville for their efforts in enhancing the fan experience at the track, and expressed hope that collaborating with play-virginia.com would further bolster industry involvement.

“I have a strong desire to incorporate a sportsbook on board, therefore, let’s work together to bring this idea to life!”