Esports entertainment company Allied Esports has announced a collaboration with NASCAR to introduce gaming activations that will take place at a number of Cup Series races.
The collaboration will see the Allied Esports Truck, an 18-wheel mobile gaming facility, make seven stops to host a number of activities for fans attending the races.
Starting on August 6th at Watkins Glen, the truck will make appearances in Michigan, Daytona, Talladega, Kansas City, Martinsville, and Phoenix. Capable of hosting esports tournaments, the truck will also host a range of competitions where prizes will be up for grabs.
Jud Hannigan, CEO of Allied Esports, spoke on the collaboration in a release: “The integration of gaming into major sporting events is a family-focused, entertaining way to attract new audiences and brands.
“The Allied Esports Truck shines a spotlight on gamers and the communities they live in, and we are thrilled to partner with NASCAR to bring racing and gaming fans across the country a new race weekend experience.”
Alongside the competitions taking place, fans will have the opportunity to play a limited demo of NASCAR 21, an upcoming sim racing title developed by Motorsport Games.
Nick Rend, Managing Director of Gaming at NASCAR, added: “Gaming has had a massive impact on the world of NASCAR over the past year and a half – to the point where it is now undeniably part of the sport’s DNA in the digital age. With that in mind, as fans across the nation return to our race tracks this summer and fall, we believe it’s crucial that gaming plays a central role in that on-site NASCAR experience – and Allied Esports is helping us accomplish that in a truly unique way.”
Esports Insider says: Since the pandemic hit, NASCAR has led the way in creating alternative forms of entertainment when the real-world action came to a halt. This deal with Allied Esports reaffirms its commitment to providing digital content even when fans are beginning to return to the racetrack.