NASCAR and Gen.G partner for activations and content

nascar gen.g
Image credit: NASCAR / Gen.G

North American stock car racing league NASCAR has announced a partnership with global esports organisation Gen.G.

The partnership will see NASCAR and Gen.G perform a number of activations, including Gen.G content creators working with NASCAR during races, and a watch party for the upcoming Rocket League Major near the stadium in Boston.

ESI Lisbon 2024

NASCAR is one of the world’s most popular racing organisations, and is also no stranger to esports. NASCAR has also been a long-time partner of Psyonix, the developer of Rocket League, creating in-game content for the game since 2021. However, this is the first time Gen.G and NASCAR are working together on events and activations.

Despite the partnership, Gen.G does not have its own simulation racing (sim racing) roster, through the organisation’s Rocket League roster has a naming rights partnership with motor oil brand Mobil1. Gen.G also fields rosters in League of Legends, VALORANT, PUBG, NBA2K and other games.

The two companies will work on other activations, which will include Gen.G content creators. Creators Dazerin and Stanz are expected to attend several NASCAR races this season and produce content about their experiences, which NASCAR said will show fans the ‘true fan experience’ they can’t get at home.

In addition, Gen.G will host a watch party called The Pit Stop, in collaboration with NASCAR and existing partner Mobil1, for the upcoming RLCS Spring Major, which takes place July 6th-9th in Boston, USA. Pit Stop will be free to the public and fans will be able to meet Gen.G Rocket League players and content creators, and participate in giveaways.

Nick Rend, NASCAR’s managing director for gaming and esports, commented: “Gen.G shares the belief that gaming is a connector. We are excited to continue our commitment to Rocket League with Gen.G by hosting The Pit Stop at RLCS Boston Major with them and Mobil 1.

“We also look forward to working with Gen.G to explore new opportunities for our fans to engage with NASCAR and showcase the sport to new audiences.”

Ivan Šimić
Ivan comes from Croatia, loves weird simulator games, and is terrible at playing anything else. Spent 5 years writing about tech and esports in Croatia, and is now doing it here.