For the first time in the history of motorsports, a fantasy betting company has formed a partnership with a major sports league. This groundbreaking deal recently came to fruition when NASCAR announced its collaboration with a rapidly growing brand, which boasts an annual revenue of $13.8 million.

This unprecedented alliance has the potential to revolutionize the sports betting industry and open up new revenue streams for both parties involved. However, the landmark partnership would not have been possible without the relentless efforts of a Hendrick Motorsports icon.

As per journalist Adam Stern, a daily fantasy operator by the name of Prize Picks announced their official partnership with NASCAR. The deal came to play after the brand witnessed a 400% jump in waging related to NASCAR over the past year. Apparently, fans would be able to wager on things like, “NASCAR driver points, fastest laps, laps led, cars passed, and starting positions.“

This collaboration represents a significant milestone for both NASCAR and the fantasy betting company, as it allows them to tap into a vast and enthusiastic fanbase, providing an exciting and immersive experience for fans.

WATCH THIS STORY: Smug Tony Stewart boasts his eliteness with an 11-word message following his recent contract brilliance. 

The partnership is expected to create numerous opportunities for growth and innovation, particularly in the realm of digital engagement, allowing the companies to leverage each other’s strengths and resources.

Hendrick Motorsports icon’s significant role in the partnership between NASCAR & Prize Picks

Ever heard of Dirty Mo Dough—the podcast hosted by Steve Letarte. The show has been primarily aimed at discussing and giving out information on sports betting. The show is widely considered to be a success with the former HMS crew chief using his skills to further push the narrative about betting ahead.

NASCAR betting has seen a sharp rise ever since that podcast came into existence. Hence, after witnessing the growth, Prize Picks could not resist the opportunity to jump on board directly with NASCAR.

Prize Picks already boasts a substantial user base. They can now enjoy increased visibility and brand recognition through its association with NASCAR. On the other hand, NASCAR stands to benefit from the influx of new fans drawn to the sport through the engaging platform provided by the fantasy betting company.

Read More: Drag Race Devotee Tony Stewart Anticipates Repercussions From NASCAR While Exposing the Sad Reality of Stock Car Racing

At the end of it all, we would have to give credit where it is due. Hendrick Motorsports icon Steve Letarte’s efforts surely must have helped with the deal becoming a reality.