Auto racing company NASCAR is headed to the Metaverse via its partnership with Zed Run to release an exclusive NFT Series. Soon we’ll see NASCAR-branded horse NFTs on the tracks of the digital horse racing game.
ZED Run has worked with brands like Atari and Stella Artois. With Atari, ZED Run auctioned 20 1/1 Atari-themed racehorse-skinned NFTs on marketplace OpenSea. This collaboration raised over $410,000. Meanwhile, the partnership with Stella Artois saw the launch of exclusive racehorses on the platform as well as branded 3D racetracks.
Zed Run and NASCAR’s NFT Deal
Virtually Human Studio (Zed Run developers) and NASCAR are set on creating a “brand new, futuristic fandom experience.” The partners are still finalizing the sales and distribution details. However, the focus would definitely be NASCAR-branded digital horses on its racing platform.
NASCAR’s chief digital officer, Tim Clark, shared that NASCAR is betting on Zed Run to help its brand reach new audiences and pivot its business. He said, “Partnerships like the one with VHS, have the ability to revolutionize the NASCAR brand by bridging the gap between an age-old sport and innovative new technology.”
He then added that they hope to use blockchain technology as a “launchpad” to discover a new, “deeply engaged” audience. The brand is specifically aiming to generate interest in the auto racing league from a younger audience. In 2016, the average age of NASCAR TV viewers in the U.S. was 58. Thus, the brand exposure through ZED Run is an effort towards engaging a younger audience.
Looking Ahead
NASCAR is catching Zed Run at a good time, impeccable timing is an understatement. Last month, VHS raised $20 million in a Series A round, with participation from Andreessen Horowitz and TCG Capital Management. Yesterday, we reported that it released major updates and features geared towards improving the racing experience platform. Thus, NASCAR will benefit from Zed Run’s firm grip as the #1 NFT horse racing game.
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