Tipico increases NASCAR presence in Truck Series car sponsorship

Tipico Sportsbook has partnered with Front Row Motorsports (FRM) to sponsor the No. 38 Ford F-150 in the NASCAR CRAFTSMAN Truck Series (NCTS) race.

With the race taking place on 8 July at the Mid-Ohio Sports Car Course, the German bookmaker’s US-facing brand will offer new users in Ohio, New Jersey, Colorado, and Iowa an exclusive welcome offer called ‘Ride with Zane’.

This promotion will allow customers who make at least a $38 deposit on a new Tipico Sportsbook account to have their names featured on 2022 NCTS Champion Zane Smith’s truck for the race at Mid-Ohio Sports Car Course in Lexington, OH.

David Paschkes, Chief Commercial Officer at Tipico North America, stated: “Tipico is thrilled to be partnering with the Front Row Motorsports racing team, a group that has set a remarkable pace in the NASCAR circuit with their impressive strides and monumental wins achieved in under two decades of racing.

“We recognise the significant role teams like FRM have played in propelling the growth of sports betting handle and increasing popularity in the sport of NASCAR.” 

The group also highlighted its desire to increase its presence and support the NASCAR community, especially those in Ohio, New Jersey, Colorado and Iowa, by ‘bringing the excitement of sports betting directly to fans where the action is happening’. 

“As a leading sports betting platform, we are committed to providing an unparalleled experience for all fans and enthusiasts of NASCAR,” Paschkes added.

Furthermore, New Tipico users who claim the Ride with Zane offer and make at least a $38 deposit will earn $150 in Bet Credits as well as space for the user’s name on Zane’s truck for the Mid-Ohio NCTS race (limited to first 300 sign-ups).

In addition, the five largest depositors on the Ride with Zane offer will be awarded VIP passes to the Mid-Ohio NCTS race or another Truck Series event of their choosing in 2023.

In a call last month with SBC from the group’s US headquarters in New Jersey, Tipico US CEO Adrian Vella explained the group’s approach to the rapidly expanding stateside betting space and highlighted key transatlantic lessons to SBC’s New World Opportunity series.

As an outsider to the market, one of the main takeaways Germany-founded Tipico has picked up in the US is that launching and running in the country is a ‘marathon not a sprint’.

“It is big enough for everyone and there is a space for a great sportsbook product where we can take a good piece of the market,” Vella explained. 

“Our focus is on efficiency, driving a good product, providing the best experience, and efficient P&L. We’re seeing less bonus spend as the market is maturing. The competition is more P&L conscious than they were two years ago, which benefits the market overall.”

The agreement with NASCAR is the latest in a series of sponsorship arrangements clinched by the European company as it seeks to expand its US presence, having signed deals with the likes of the Columbus Crew MLS team.