DraftKings is driving further brand awareness in motorsport by agreeing a partnership deal with NASCAR Cup Series team Kaulig Racing and driver Ty Dillon.
The popular sports betting site and gaming platform will become the exclusive sports betting operator for Dillon and his team and the company’s branding will appear across Dillon’s No. 10 Chevrolet for two NASCAR Cup Series races in September.
The first of these will be the Enjoy Illinois 300 at World Wide Technology Raceway on September 7, followed by the Hollywood Casino 400 at Kansas Speedway on September 28.
The DraftKings logo will also appear on Dillon’s fire suit as well as the pit crew uniforms.
It will also be prominently displayed on the team’s pit wall infrastructure during those races.
“I am passionate about delivering fans the best experience possible, which is why it is so exciting to be working alongside DraftKings,” said Dillon.
“It’s an iconic brand that’s become synonymous with innovation and fan engagement, offering a responsible and entertaining way for fans to get even more invested in the action.”
DraftKings And NASCAR
It has been a stellar year for the sports betting app so far.
Just last week it was revealed that DraftKings set new quarterly records including $1.5 billion revenue for the second quarter of 2025.
At the end of that period, DraftKings had been the title sponsor of the 2025 NASCAR In-Season Challenge, which covered three seeding races and five elimination races from June 28 through to July 27.
For the event, 32 drivers were matched head-to-head and those with a better-placed finish in each race would advance to the next challenge round.
It was the first edition of the event and Dillon faced an uphill battle being seeded 32 and facing No 1 Denny Hamlin when the tournament began at EchoPark Speedway.
Hamlin crashed out and Dillon progressed, going on to win further head-to-heads until reaching the champions round where he was up against Ty Gibbs for a shot at the $1 million prize.
Dillon’s hopes were dashed in the Brickyard 400 at Indianapolis after he incurred some damage early on in the race.
Gibbs was eventually named the inaugural champion although finishing 21st in the race itself, with Dillon coming home in 28th.
DraftKings Has Strong Sporting Ties
The DraftKings brand is widely recognised by sports fans due to its wide and various sporting partnerships with leading governing bodies.
DraftKings is both an official daily fantasy and sports betting partner of the NFL, NHL, PGA TOUR, WNBA and UFC.
In addition, it is an official daily fantasy partner of NASCAR, an official sports betting partner of the NBA and an authorized gaming operator of MLB.
Jim Munro is a betting industry and gambling expert who has been a national newspaper journalist for over 30 years, predominantly at The Sunday Times and The Sun, where he wrote a weekly soccer betting column. Jim also worked on the launch of Virgin Bet with Gamesys and was subsequently head of editorial at LiveScore, the sports media and betting group.
