NASCAR has announced a sponsorship deal with SeatGeek, which appoints the latter as the official ticket marketplace of the tournament. The announcement came after SeatGeek teamed up with NASCAR for the Daytona 500 and saw ticket sales for the race climb 29 times more compared to 2021.
SeatGeek is a mobile-focused ticket platform that allows users to buy and sell tickets for live sporting events, concerts, and theatrical performances. SeatGeek’s mobile and desktop apps allow customers to browse events, make purchases, and receive electronic or print tickets.
As per the partnership, SeatGeek will have a presence at all NASCAR-owned racetracks as well as on the firm’s digital properties. SeatGeek will also join the ‘NASCAR Fuel For Business Council’, allowing them to collaborate with the company’s extensive network of official partners on business-to-business possibilities and co-promotions.
The agreement with NASCAR is the company’s newest collaboration, as it already inked agreements with the National Hockey League‘s (NHL) Florida Panthers, the Citi Open Tennis Tournament, the Fiesta Bowl, the NWSL‘s Kansas City Current, and Leeds United of the Premier League (PL).
Daryl Wolfe, EVP and Chief Revenue Officer of NASCAR said, “Fans from all 50 states and 41 different countries across five continents descended upon Daytona to experience the 64th running of the Great American Race this past February.
“Our new partners at SeatGeek did a tremendous job integrating into our ticket sales ecosystem and providing fans with a frictionless process to buy tickets best-suited for their race day needs. Expanding our partnership across all NASCAR-owned and operated tracks was an easy decision.”
Jeff Ianello, EVP of Client Partnerships at SeatGeek said, “Our partnership with NASCAR helps us engage with one of the most passionate fan bases in sports. To us, this isn’t just a ticketing deal, it’s a true partnership. After a hugely successful Daytona 500, it was apparent to us that we are two like-minded brands that prioritize putting the fan experience at the forefront of everything we do. Together, we will create only the best experiences for the NASCAR fans of today and tomorrow.”