Tony Stewart’s New Racing Series Teams Up with Genius Sports

Superstar Racing Experience, the new racing series founded by Tony Stewart and Ray Evernham, on Monday announced a data partnership with Genius Sports Group to help launch its first official betting platform.

SRX is set to begin a six-race series on June 12 at Stafford Motor Speedway in Stafford Springs, Connecticut, according to a news release. Stewart, one of NASCAR’s top drivers for decades before leaving the series, will compete. Other participants include Bill Elliott, Tony Kanaan, Paul Tracy, Bobby Labonte, Willy T. Ribbs, Mark Webber, Ernie Francis Jr. and Helio Castroneves.

CHECK OUT: PointsBet-Genius Sports streaming deal may be sign of future

Evernham, longtime crew chief for NASCAR superstar Jeff Gordon and later an owner of a racing team, and Stewart announced the new series last July. It will have smaller fields and will try to create new racing content for U.S. and international sportsbooks, the release said. Genius Sports will use SRX’s official data feed to allow for in-race betting markets on every event.

“We see the way the industry is trending with respect to new forms of technology and sports-gaming,” Sandy Montag, CEO of The Montag Group and partner and co-founder of Superstar Racing Experience, said in the news release. “We are enthused to partner with an industry leader in Genius to deliver a first-class and innovative betting experience with SRX.

”We look forward to driving fan engagement in new and creative ways, and know our partnership with Genius will set the foundation for that.”

London-based Genius Sports is also partnered with NASCAR, the NBA and English Premier League.

In October, Genius Sports announced it was going public with blank-check company dMY Technology Acquisition II in a $1.5 billion deal.

“One of Genius’ global aims is to power the sports, betting and media ecosystem with the highest quality official data and video content,” Sean Conroy, commercial partnerships director at Genius Sports, said in the release. “A key part of this is enabling new and emerging sports like SRX to harness the increased engagement and revenue opportunities that official betting products provide and we’re excited to connect their races with motorsport fans around the world.”

Genius Sports and FanDuel

Genius Sports and FanDuel announced last week that they were teaming up on a new marketing deal aimed at bringing in new customers and driving engagement.

The pair will deliver data-driven campaigns across multiple digital channels, including display, video and connected TV.

The new agreement between the two gaming companies came after FanDuel launched online sports betting in two states — Virginia and Michigan on Jan. 21 and Jan. 22, respectively. They are the eighth and ninth states FanDuel is live in.