Fanatics expands NASCAR sponsorship with casino and sportsbook branding

Fanatics Betting and Gaming has expanded its NASCAR marketing activity through a two-race primary sponsorship agreement with New York Racing Team.

The operator will sponsor the team’s No. 44 Chevrolet, driven by J.J. Yeley, at the FireKeepers Casino 400 at Michigan International Speedway on June 7 and the NASCAR Cup Series race at Chicagoland Speedway on July 5.

Fanatics Casino branding will appear on the car in Michigan, where the online casino product is live. Fanatics Sportsbook branding will be used at Chicagoland, aligning the activation with Illinois’ regulated sports betting market.

The deal builds on Fanatics’ 2025 sponsorship of New York Racing Team, when Fanatics Sportsbook appeared on the No. 44 Chevrolet at Nashville Superspeedway and Phoenix Raceway.

The Michigan activation also gives Fanatics Casino a platform in one of the largest regulated US iGaming states. Michigan commercial and tribal operators reported $371m in combined iGaming and online sports betting gross receipts in April 2026, including $303.4m from iGaming.

Fanatics Casino is available in Michigan, New Jersey, Pennsylvania and West Virginia. The company said the Michigan race weekend will also feature NASCAR Victory Lane, an officially licensed slot title from 916 Gaming. 

Michael Afflick, Fanatics Betting and Gaming VP of Casino Brand Marketing, said: “We’re excited to show up in a state where Fanatics Casino is live.”

The Chicagoland race marks NASCAR’s return to the Joliet, Illinois venue after several years away from the Cup Series schedule. 

Illinois also remains one of the largest US online sports betting markets, though operators have faced a higher tax environment following state-level changes to sportsbook taxation.

Fanatics Betting and Gaming entered the state through its acquisition of PointsBet’s US operations, completed in 2024. 

The sportsbook has since used FanCash, merchandise links and sports partnerships to differentiate its betting product from larger incumbents.

New York Racing Team owner John Cohen said: “NASCAR provides an incredible platform to connect with passionate audiences across the country.”

Fanatics’ wider fan-commerce strategy also expanded in May when American Express became its official payments partner and confirmed plans for a Fanatics American Express Card tied to FanCash rewards, league access and fan experiences.