SeatGeek, the online ticket exchange platform, has been named the official ticket marketplace partner of the US-based Nascar stock car racing series in a multi-year deal.
The agreement, announced yesterday (July 12), will see SeatGeek provides fans with an “easy way to find tickets and customize their race day experience.”
It is an expansion of an existing relationship, with Seatgeek and Nascar having partnered to allow fans to buy and sell tickets to the iconic Daytona 500 event earlier this year, which sold out.
The intention in developing the partnership is for SeatGeek to help Nascar target and convert new customers through customized messaging across its database of eventgoers.
As an official partner of Nascar, SeatGeek will have a presence at all tracks owned by the series and on its digital properties.
It also becomes a member of the Nascar Fuel For Business Council, which allows it to connect with the series’ other official partners for business-to-business opportunities and co-promotions.
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Nascar is the latest sporting property with which SeatGeek has partnered during 2022 alone, including ice hockey's Florida Panthers, tennis’ Washington Open, and soccer’s Kansas City Current (NWSL) and Leeds United (English Premier League).
Daryl Wolfe, executive vice president and chief revenue officer at 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.
Nascar, meanwhile, has also entered into a number of strategic partnerships of late, including with fan engagement platform PickUp and through an integrity services deal renewal with digital content service provider Sportradar.
“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, executive vice president of client partnerships at SeatGeek, added: “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.”