• Loading stock data...
Friday, December 6, 2024
Tune in on Dec. 11 at 1:05 p.m. ET for our last Future of Sports virtual summit of the year – Future of Sports: Marketing! Register Now

NASCAR Virtual Races Pave Way for Esports Expansion

  • With real drivers racing virtually, teams are still providing value to sponsors and partners.
  • The second week of racing drew 1.34 million to FOX and FS1, while nearly 13,000 played DraftKings’ free-to-play game for $10,000.
NASCAR iRacing
Courtesy iRacing via Bristol Motor Speedway

The lasting effects of the rise of virtual sports during the coronavirus outbreak will remain unknown for the time being. Still, NASCAR Managing Director of Gaming Scott Warfield has high hopes. 

The eNASCAR Pro Invitational Series has drawn large audiences on TV and is helping build up a sports betting base and reach a new demographic that potentially could carry over once live races return, Warfield said. 

FOS REPORT: 54.5% of industry executives believe that it would be at least 60 days before leagues resume play.

“We have found ourselves at the center of the spoke of the wheel, given that we have one of the few live sporting options out there currently, along with Belarusian soccer and ping pong,” Warfield said. “Esports has been a big growth initiative for us for a long time, and while we wouldn’t wish any of this to happen, we have this product that is as real as any of the products out there, with top athletes using it and a broadcast partner that is willing to put it on air and put production dollars behind it.”

The effort’s first race at virtual Homestead-Miami Speedway drew 903,000 real viewers to FS1, while the second week, staged at a virtual Texas Motor Speedway and broadcast on FOX and FS1, received 1.34 million viewers, according to Nielsen. 

Those viewership tallies are nearly equivalent to the average race of the second-tier Xfinity Series.

Beyond viewership, there’s a sports betting benefit to the races. Along with a free-to-play contest from DraftKings, Warfield said there’s also been a fair amount of activity in the international markets they’re tracking.

DraftKings’ free-to-play pool for iRacing drew 12,900 entries, and the races were offered to bettors in West Virginia. Two winners split the $10,000 prize, correctly predicting 10 of 11 questions about the virtual race.

Along with the virtual racing, DraftKings Sportsbook Director Johnny Avello said he believes this live sports hiatus will help push esports into the mainstream.

On the Daily Fantasy Sports side of DraftKings, the company has expanded its esports offering from League of Legends to also include Counter-Strike: Global Offensive, a first-person shooter game from Valve and Hidden Path Entertainment. 

“We’re always looking to expand the menu, and we have, so when we bring back live sports, it’s a full array,” Avello said. “When this is all said and done, and normal stuff comes back, some of this stuff will stick. Esports might be some of it; ping pong might be some other, or maybe darts, cricket and rugby.”

READ MORE: College Esports to Carry On in Now-Crowded Online Space

Warfield has similar hopes to how the iRacing circuit with real NASCAR Cup Series drivers will play out once the sports world normalizes.

“There are lightbulbs going off with what this means long term, both for iRacing but even larger around NASCAR,” Warfield said. 

In the short term, Warfield said the iRacing circuit is providing a morale boost for fans and drivers alike but also offering the teams a way to bring value back to partners and sponsors.

Longer-term, it’s potentially drawing in a new fan. Of the first week’s audience, 255,000 hadn’t watched a cup race this season, Warfield said. Likewise, NASCAR’s distribution partner overseas, IMG, is receiving solid pickup as well, Warfield said.

“When you start wondering why we are in this [esports] space, it’s how to grow the pie and reach a younger, more diverse fan,” he said. “Maybe we’re starting to see that.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Nov 2, 2024; Dallas, Texas, USA; Southern Methodist Mustangs head coach Rhett Lashlee leads SMU on to the field before the game between the Southern Methodist Mustangs and the Pittsburgh Panthers at Gerald J. Ford Stadium.

Every Power 4 Championship Game Will Have a Conference Newcomer

Oregon, SMU, Texas, and Arizona State will all play for titles.

U.S. Investors Are Gunning for England’s Small Soccer Clubs

Is another Hollywood-like success story possible among the U.K.’s smallest clubs?
Nov 1, 2024; Boise, Idaho, USA; Boise State Broncos running back Ashton Jeanty (2) leads the team onto the field prior to the first quarter against the San Diego State Aztecs at Albertsons Stadium.

Schools Are Scrambling to Prepare for the NCAA Revenue-Sharing Era

In the post–House v. NCAA world, “everyone’s kind of on their own.”

Featured Today

Dec 18, 2022; Lusail, Qatar; FIFA president Gianni Infantino claps during the awards ceremony after the 2022 World Cup final between Argentina and France at Lusail Stadium.

FIFA Wants More Matches. Resistance Is Growing Inside the Global Soccer World

Resentment and frustration over expanded schedules is nearing a breaking point.
Nov 4, 2024; Kansas City, Missouri, USA; Recording artist Taylor Swift arrives prior to a game between the Tampa Bay Buccaneers and the Kansas City Chiefs at GEHA Field at Arrowhead Stadium.
November 29, 2024

The PWHL Could Be Inviting a Date With Taylor Swift’s Legal Team

The Toronto Sceptres may have opened a Pandora’s box of trademark issues.
November 23, 2024

Can an Elite Women’s Soccer School Survive the New College Sports Moneyball?

Santa Clara faces an uphill battle in the new college sports landscape.
Nov 16, 2024; Washington, District of Columbia, USA; Washington Spirit forward Trinity Rodman (2) celebrates after defeating NJ/NY Gotham FC in a 2024 NWSL Playoffs semifinal match at Audi Field. Mandatory Credit:
November 22, 2024

The Washington Spirit’s Business Makeover Carried Them to the Finals

The team’s return to the NWSL championship looks a lot different from 2021.

Beloved ‘Backyard Sports’ Brand Says It Will Relaunch After Decade Hiatus

“Backyard Baseball” was a turn-of-the-century computer hit. 
July 24, 2024

The Perfect Storm Propelling ‘EA Sports College Football’ to Early Success

Growing fandom and a long wait have already reaped dividends for EA.
DraftKings
August 2, 2024

DraftKings Announces Consumer Tax Starting Next Year

The company’s stock fell 5% Friday morning.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
July 20, 2024

The Road to the Return of ‘EA Sports College Football’

This summer, the biggest development in college sports is virtual.
Sponsored

TopSpin 2K25 Brings the Legends of Tennis to Your Living Room

2K sports is reviving a classic with TopSpin 2K25.
July 3, 2024

Esports Winter: NBA 2K League Hits Pause Button Amid Industry Decline

The previously high-profile esports league is now effectively on hiatus amid widespread layoffs.
June 14, 2024

IOC Proposes Holding Separate Olympics for Esports

The organization’s executive board has proposed a separate Olympics for online gaming.