Betting Hero, a trusted partner specializing in customer acquisition, retention, and development for U.S. sportsbooks, has initiated a collaborative research effort with NASCAR to enhance the betting experience for racing fans, with a particular focus on North Carolina.
This partnership aims to provide valuable insights to both companies and their sportsbook operator clients, enabling them to better understand and cater to the preferences of NASCAR enthusiasts in North Carolina. By conducting a comprehensive research study involving qualified bettors in the Tar Heel State, Betting Hero seeks to lay the groundwork for improved fan engagement and future acquisition campaigns.
The research study, conducted both online and in person in April 2024, revealed a significant demand for NASCAR as a betting product in North Carolina. Respondents expressed a strong interest in betting on NASCAR races, with nearly three times the likelihood of betting compared to respondents from previously surveyed states.
According to the study findings, NASCAR ranks among the top sports leagues in terms of betting activity among North Carolina residents, trailing only behind the NFL, NBA, and MLB. Moreover, a substantial portion (70%) of respondents reported watching a NASCAR race for the first time because they had placed a bet on it.
The research also highlighted the favorable perception of betting among North Carolinians, with 86% viewing it as a complementary aspect of their sports enjoyment. Furthermore, the study revealed that North Carolina residents are loyal and active bettors, with a significant percentage maintaining usage of their primary sportsbook after registration.
Notably, certain sportsbooks surveyed demonstrated a notably high level of NASCAR betting activity relative to their brand awareness in the target demographic. This underscores the importance of offering a robust NASCAR betting experience in influencing registration decisions.
North Carolina has emerged as a key market for NASCAR betting, ranking among the top states for betting volume within its initial months since launch. Across various states, NASCAR’s betting handle has experienced significant year-over-year growth, indicating a rising interest and engagement in NASCAR betting nationwide.
To further engage racing fans, Betting Hero’s team will be present at Resident Culture Bar & Kitchen’s NASCAR post-party and Race Watch party on May 25th and 26th, respectively. They will be available to address sports betting-related inquiries and ensure a responsible and enjoyable betting experience for all attendees.
“Having worked closely with NASCAR to educate its fans on the betting options available to them for several years, we have long believed in the opportunity to both attract new fans to the sport and better engage existing fans through thoughtfully curated betting experiences,” said Jai Maw, Co-Founder and President of Batting Hero.
Maw continued, ”As is shown in the North Carolina study conducted by our in-house consumer research division, there is a clear correlation between most fans’ enjoyment or engagement in a sporting event and their betting activity overall. However, NASCAR fans have to work a little harder than fans of other major sports to find their betting preferences due to less available markets and prop betting options on average. Those that can find their preferred betting markets could also be more likely to remain loyal to their sportsbook of choice than fans of other sports where available markets are somewhat commoditized.”
“NASCAR has extremely passionate fans and we see sports betting as another way they can engage with sport,” said Joe Solosky, Managing Director of Sports Betting at NASCAR. “We are excited, but not surprised, to see the success of NASCAR as an offering through the launch of sports betting in the industry’s backyard of North Carolina and are continuing to better improve the NASCAR betting product to give fans more options to responsibly engage with action on the track. The study discovered that 70 percent of respondents watched a race for the first time because they placed a bet on it, and it shows that our efforts in the space can attract new fans as well.”
