London-based IMG Arena has been granted the licensing rights to use official NASCAR racing assets for a new virtual sports product developed by Leap Gaming.
The new virtual sports game is based on the popular US race series which resumed action last weekend and will reenact a number of NASCAR’s most recognized tracks, including Daytona International Speedway, Watkins Glen International and Talladega Superspeedway.
In terms of the partnership, IMG Arena will provide live streams of NASCAR Cup Series races to licensed sports betting operators outside of Canada and the US.
Scott Warfield, Managing Director of Gaming at NASCAR, commented that IMG Arena is the leading partner for global sports and entertainment media.
Warfield went on to say that they are excited to work together to provide a global audience the ability to engage with their sport virtually and in real-time. He added that the international sports gaming landscape is mature and vibrant, and this partnership allows them to offer compelling products that further enhance their international footprint.
IGM Arena has been an investor in Leap Gaming since 2018 and its virtual sports betting products now includes football, tennis, cycling, horse racing, speedway racing and greyhound racing.
Freddie Longe, Executive Vice President and Managing Director of IMG Arena, said that adding NASCAR to their client roster is a proud achievement. He added that the brand is renowned in sport and entertainment with the high-octane race series providing must-watch, appointment-viewing content for more than 70 years.
Longe added that the partnership significantly bolsters their streaming and official virtual sports offering.
