BOSTON – Officials from DraftKings Inc. announced Thursday that the brand will become the Official Daily Fantasy Sports, iGaming and Sports Betting Partner of 23XI Racing and driver Bubba Wallace, pending regulatory approval in applicable jurisdictions.
As part of the agreement, DraftKings will serve as the primary sponsor of Wallace’s No. 23 Toyota Camry during the NASCAR Cup Series race at Pennsylvania’s Pocono Raceway on June 27.
The partnership between DraftKings and 23XI Racing will debut at this weekend’s EchoPark Automotive Texas Grand Prix at Circuit of the Americas, with the team sporting the DraftKings logo for each remaining race this season.
While DraftKings is already the Official Daily Fantasy Partner of NASCAR, the agreement with 23XI Racing positions DraftKings to hit a new gear in its motorsports offerings, integrations and entertainment.
“Joining forces with the 23XI Racing organization near the beginning of its growth makes this collaboration all the more impactful for DraftKings,” said Ezra Kucharz, Chief Business Officer at DraftKings. “Beyond the brand and product integrations of this deal, we also greatly admire Bubba Wallace’s ongoing advocacy for social justice and Inclusion, Equity and Belonging efforts because they align perfectly with our company values.”
The new deal allows DraftKings and 23XI Racing to promote an authentic in-app experience for racing fans, and the two sides will also collaborate on a cross-channel social media content video series including race previews and data presented by DraftKings.
Additionally, as the Official Free-to-Play Partner of 23XI Racing and Wallace, DraftKings Sportsbook will launch a free-to-play pool ahead of the Pocono event, with custom prizes like signed Bubba Wallace merchandise.
“As we continue to build the foundation of 23XI Racing, it’s important for us to add brands that align with our values both on and off the track,” added interim 23XI Racing President Steve Lauletta. “DraftKings is a leader in sports technology and entertainment and a company that we were able to add to our already stellar list of sponsors who’ve joined us in our first year. Adding DraftKings allows us to bring unique experiences to our fans as we continue to grow our reach showcasing our team to fans outside the NASCAR platform, as well as work together in support for social justice and other Inclusion, Equality and Belonging efforts. We’re looking forward to having DraftKings be a part of the growth of 23XI Racing and seeing them on the track at Pocono for their primary race.”
“I’m excited to see what we are capable of creating together as we welcome DraftKings to the 23XI Racing family,” added Wallace. “As a big fan of the company, this relationship marks a historic moment as we integrate with a leader in sports technology and entertainment to enhance the experience of racing fans across the board.”