NASCAR has announced a multi-year partnership with the largest fantasy sports operator in North America, PrizePicks, signing on as the official Fantasy Sports Partner of the US’s premier motorsport league.

The deal will see PrizePicks feature at several marquee events throughout 2023, starting with the NASCAR Cup Series Geico 500 at Talladega Super-speedway this Sunday.

NASCAR was initially introduced as a fantasy offering on the PrizePicks platform in 2021 and has since seen a 400 percent increase in activity over the past 12 months, with NASCAR’s Digital Platform visited over 65 million times already in 2023.

On the growing platform, fans can engage to display their skills with driver projections, such as Fantasy Score, NASCAR Points, Fastest Laps, Laps Led, Cars passed, and Starting Positions.

Commenting on the partnership, PrizePicks CEO, Adam Wexler, said: “We’ve always taken great pride in the fact that a great deal of our marketing and partnerships remain true to our southern roots.”

“Working with NASCAR is the best of all worlds, an organization based in the South with a national footprint that is consistently growing on our platform,” he said.

NASCAR managing director, Joe Solosky, added: “PrizePicks has consistently shown itself to be a fantasy platform with a loyal fanbase and wide variety of sports offerings.”

“This partnership is an opportunity for both organizations to expand and increase engagement with new and existing fans,” he said.

PrizePicks adds NASCAR to its growing portfolio of southern-based sports entities, following the signings of Major League Soccer’s Atlanta United, and Major League Baseball’s Atlanta Braves in the past couple of months.

This announcement comes after NASCAR agreed a championship-wide partnership focused on fan experiences.