From Pit Lane to Payouts: How Online Gambling Money Fuels Modern Motorsports

Motorsports can be genuinely called the multimillion industry. The current market valuation exceeds $6,689.6 million. By 2033, it is promised to reach $11,348.7 million due to the growing fanbase, streaming platforms, and digital media. A great number of investors have already been attracted to the niche due to the promise of the required research and development cycles. However, traditional “blue-chip” automotive and consumer brands cannot always satisfy the needs of the team, so motorsports companies are aggressively seeking alternative capital investments, such as the casino and sports betting industries.

This article explains how casino sponsorship has become an integral part of motorsport economics and what has changed for fans, teams, and general regulations.

Lots of things have changed since the motorsports niche began its collaboration with the gambling industry.

First, it preserves the required demographic focus. According to the 2025 research, 33% of F1 fans under 35 years old are more likely to watch the race if they deal with pre-race or live betting. As the sport is recognised globally, the number of online bettors is also growing progressively, bringing more high-value bettors for bookmakers. Besides, this sport is based on the last-minute decisions and high speed that perfectly fit online bettors.

Second, an increasing number of betting companies are now investing in the motorsports business. These are the differences between the blue chip and gambling investors’ goals.

Finally, gambling sponsorship stability allows top teams to advance their technical equipment and professional skills, while midfield teams get the “floor” funding needed to survive against top-tier constructors like Ferrari or Mercedes.

The relationship between racing and wagering has evolved from trackside bookmakers to deep corporate integration.

Title sponsorships, car liveries, and even junior driver academies now routinely depend on advertising budgets originating in the online casino and sports betting sector, blurring lines between fan engagement and wagering exposure across continents. Confirmed by Citeulike.org through longitudinal sponsorship tracking, this capital flow quietly reshapes team hierarchies, calendar politics, and broadcast narratives throughout the global motorsport ecosystem and governance.

Historical Context: From Tobacco to Tech to Gambling

The evolution of racing liveries reflects the changing tides of global regulation and sponsorship.

1. The Tobacco era (1970s–80s): Tobacco brands funded the motorsport’s first era of massive growth. Their investments were significant for both the improvement of track safety and drivers’ salaries.
2. Digital boom and alcohol brands (1990s-2000s). Due to health-related problems, tobacco sponsorship was technically banned, so the gap was filled with alcohol brands (Martini, Johnnie Walker, etc.) and technological giants (Microsoft, HP, and others).
3. The tech/crypto surge (2010s–2022): Digital platforms and crypto exchanges briefly dominated, but market volatility led to a search for more stable “vice” capital.
4. The gambling dominance (2023–Present): With the liberalization of sports betting in the U.S. and the rise of crypto-casinos, gambling brands now account for an estimated 70% of teams having at least one betting partner.

So, gambling sponsorships are now filling the gap. Teams benefit as gambling brands are willing to pay a premium for the rights to use real-time racing data—a revenue stream that didn’t exist in previous eras. Due to that, bookmakers can accept live bets and adapt odds simultaneously.

Where the Money Goes Inside Racing Teams

Betting capital isn’t just for marketing. The purpose goes beyond that.

• Investment in infrastructure: Multi-year deals allow teams to take out loans for major capital expenditures, such as building new state-of-the-art simulators or factory wings, using the guaranteed sponsorship income as collateral.
• Logistics & personnel: With a 24-race calendar, logistics costs (airfreight, hospitality, and trackside operations) have ballooned to over $50 million annually for top teams. Furthermore, this capital allows teams to protect their “human assets” by paying the competitive salaries required to keep elite aerodynamicists from being poached by rivals.
• Junior programs: Brands are now funding F2 and F3 driver seats, effectively betting on the future stars of the sport.
• Competitive parity: For smaller teams, these massive checks allow them to operate at the cost cap, closing the gap with “factory” teams.

Fan Engagement and Data Monetization

The integration of wagering has moved beyond simple stickers on a car. In 2025, Formula 1 appointed ALT Sports Data as an official partner to develop real-time predictive analytics and “micro-market” solutions for bettors. Moreover, live broadcasts now frequently integrate tire wear and pit strategy data with real-time betting odds, turning a passive viewing experience into an interactive one.
Yet, there are ethical concerns that center on the “normalization” of wagering for younger audiences, who are frequently exposed to high-volume betting branding during family-oriented broadcasts. All this can blur the line between sports fandom and gambling. It can give birth to a new generation of bettors through data-driven micro-targeting and the deceptive illusion of “skill-based” wagering.

Regulatory Pressure and Governance Challenges

Even though sponsorship is the key player in motorsport development, many countries ban betting ads, imposing massive fines for violations. That’s why teams now employ “compliance-flexible” branding, often swapping gambling logos for sister brands. Such a tendency is associated with the rise of gambling addiction. Teams simply refuse to advertise bookmakers to protect vulnerable viewers as advertising often leads to a constant tug-of-war between commercial interests and social responsibility.

Risks to Reputation and Integrity

The “normalization” of gambling in a sport with a growing youth audience has led to significant backlash. 2025 surveys show that while 76% of fans feel sponsors “enhance” the sport, a vocal minority is concerned about the gamification of a high-risk sport. That’s why series now employ independent monitors to track betting patterns and protect against any perception of match-fixing or technical manipulation.

Conclusion

Gambling capital has become a structural necessity for modern motorsports. It provides the financial sustainability required to host 24-race global calendars. However, as regulations tighten, teams must decide if the high-stakes payouts are worth the rising reputational and legal risks. So, track sponsorship dynamics to better understand the future of racing.

After testing a Mercedes GT3 car at Estoril and being happy with its performance, Max Verstappen Racing has announced a multi-year collaboration with Mercedes-AMG Motorsport, starting next year. Verstappen Racing will continue in the 2026 GT World Challenge Europe powered by AWS, which, with the new program, highlights the next chapter in the Verstappen Racing project.

Stefan Wendl, Mercedes-AMG Customer Racing said: “We are delighted that Verstappen Racing has chosen to field a Mercedes-AMG GT3 in the GT World Challenge Europe. With 2 Seas Motorsport, the project is supported by a highly experienced team that has already achieved numerous successes and championship titles with our car. Accordingly, we are very pleased about this extremely ambitious and promising project, as well as about another high-caliber entry in both the Sprint and Endurance programs of the GT World Challenge Europe.”

Chris Lulham will continue in 2026 with his racing program in the GT World Challenge Europe Sprint Cup (GT World Sprint), marking Chris’s second pursuit in the series, where he will be partnered by his new Verstappen Racing teammate Daniel Juncadella. The 34-year-old Spanish driver has a lot of experience, also racing in a Mercedes-AMG GT3, to bring to the team. The pair will share the car, run by the 2 Seas Motorsport team, in the five rounds of the sprint championship, racing on some of the most iconic and historic circuits in Europe.

Chris Lulham explained: “It is really exciting to continue racing in the GT World Challenge Europe, now with a new teammate and new car. I have learned and experienced a lot in my first year of GT3 racing, and it’s an unbelievable opportunity to now be able to work with such professionals as Mercedes-AMG Motorsport and Daniel. I can’t wait to get started.”

Daniel Juncadella said: “I’m excited to be partnering up with Chris in the upcoming GT World Challenge Europe season and thankful for Verstappen Racing to be partnering up with Mercedes-AMG Motorsport. With the input that Max brings to the table, it’s a really strong project.”

Verstappen Racing will also continue supporting an entry into the highly competitive GT World Challenge Europe Endurance Cup (GT World Endurance). Chris Lulham and Daniel Juncadella will share the cockpit of the Mercedes-AMG GT3 with AMG Performance Driver Jules Gounon (French, age 30), across the five rounds of the highly anticipated GT World Endurance championship, which includes flagship races such as the 24 Hours of Spa.

Jules Gounon, Mercedes-AMG Performance Driver said: “As I have worked for years with Mercedes-AMG, it is just great to now continue to build on that experience, together with Verstappen Racing, Chris and Dani. It is a fantastic project that has all the ingredients to make it a success. I look forward to working together.”

Fairfield, OH — The International Hot Rod Association (IHRA) has officially completed the acquisition of the historic motorsports facility in Millington, Tennessee, formerly known as Memphis International Raceway and Memphis Motorsports Park, closing on the property on December 23, 2025.

Originally opened in the late 1980s, the facility has played a significant role in American motorsports history. It has hosted major drag racing events and national touring series and was, at one point, sanctioned by IHRA, hosting IHRA-sanctioned drag racing events during that time. With the property now under IHRA ownership, the acquisition represents a full-circle moment that reconnects the track’s past with a renewed vision for its future.

The facility has long contributed to tourism and economic activity in Millington and Shelby County. Under IHRA ownership, it will operate as a multi-use destination supporting drag racing, stock car competition, grassroots motorsports, and other large-scale events that engage the broader community and region.

“This investment honors the legacy of Memphis Motorsports Park while positioning it for a strong future. IHRA’s acquisition reflects confidence in our region and creates new opportunities for tourism, local businesses, and fan experiences.” said Mayor Paul Young, City of Memphis.

“As the Commissioner for District 1, I am thrilled about IHRA’s acquisition of Memphis Motorsports Park. This investment strengthens our local economy, puts world-class racing back on solid ground, and gives our families and young people a safe, exciting place to create memories for years to come. Having a national organization like IHRA committed to the long-term success of this historic facility is exactly the kind of partnership Shelby County needs.” said Amber Mills, Shelby County Commissioner, District 1, Shelby County Government.

“Memphis Motorsports Park has long contributed to tourism and economic activity in Millington and Shelby County, and IHRA’s acquisition represents a positive step forward for the facility and the community. This investment supports the continued use of the track as a regional destination while creating opportunities for local businesses and future growth. The Millington Area Chamber of Commerce looks forward to working with IHRA as this next chapter takes shape.” said Chris Thomas, Executive Director, Millington Area Chamber of Commerce.

“This is a special place in American motorsports,” said Darryl Cuttell, CEO of IHRA. “This facility has a deep history in drag racing and stock car competition, and our goal is to honor that legacy while building a strong, sustainable future. We are committed to bringing meaningful racing back to this property while expanding its role as a destination for a wide range of events that serve racers, fans, and the surrounding community.”

“This acquisition represents more than reopening a racetrack,” said Leah Martin, President of IHRA. “It is about restoring opportunity for racers, families, and the community. This facility aligns with IHRA’s racer-first vision and our commitment to grassroots motorsports, while also allowing the property to support diverse uses that strengthen its year-round impact.”

“Memphis Motorsports Park holds a special place in our hearts,” said Daniel Horton, Assistant Director of the IHRA Stock Car Series. “Bobby Hamilton won the 2004 Craftsman Truck Series race here in a truck built by Tim and with Danny as the crew chief. With the facility now under the IHRA umbrella, we can give grassroots racers a chance to compete where legendary drivers such as Kevin Harvick, Randy LaJoie, and the late Greg Biffle have won. We are extremely excited to bring stock car racing back to Memphis and continue the legacy of this iconic track.”

In the coming days, IHRA will begin facility improvements and operational preparations. Fans and community members are encouraged to follow IHRA across its social media platforms for updates and behind-the-scenes coverage as revitalization efforts get underway. Further announcements regarding schedules and programming will be released in the near future.

About the International Hot Rod Association (IHRA)

The International Hot Rod Association (IHRA) is a multi-discipline motorsports organization focused on competitive excellence, grassroots growth, and modernized event experiences nationwide.

For more information and sponsorship opportunities: info@ihra.com
Media inquiries: media@ihra.com

Throughout the season that has just finished, Pirelli’s Formula 1 tires covered enough kilometers to circle the globe eight and a half times. From the first free practice session in Melbourne to the checkered flag in Abu Dhabi, the tires produced by the Milan-based company traveled a total distance of 341,099 kilometers.

This figure reflects one of the most demanding seasons in the history of the championship, after the calendar expanded to 24 races last year. On these 24 circuits, spread out over five continents, Pirelli had to deliver performance, reliability and adaptability in conditions ranging from the extreme heat of the Arabian desert to the biting cold of Nevada.

The 2025 slick tire range, made up of six compounds, accounted for 96% of the total mileage. The two most widely used compounds, confirming their versatility and strategic importance, were the C3 (93,493 kilometers) and C4 (91,595 kilometers). These were followed by the C5 (66,255 kilometers), C2 (35,012 kilometers), C6 (22,419 kilometers) and C1 (17,368 kilometers). Wet weather tires covered the remaining 4%: 12,893 kilometers on intermediates and 2,064 kilometers on full wets.

In total, the tires completed 67,094 laps – with a similar split between slicks and wets: 64,519 laps on slicks and 2,578 on wets (about 4%). Across all the races, 720 pit stops were made. The record was the Spanish Grand Prix, with 53 stops in Barcelona. Miami had the fewest pit stops, with only 18.

The longest stint of the year came from Haas driver Esteban Ocon, who covered 303 kilometers on a single set of C3 tires in Jeddah, equating to 49 laps. The Frenchman also stood out in Baku, covering 294 kilometers on a set of C4 to confirm his tire management skills.

Alpine’s Pierre Gasly recorded the longest run on the C2, completing 251 kilometers in Shanghai, while Aston  Martin’s Lance Stroll covered 222 kilometers on the C5 in Baku. McLaren’s Lando Norris and Sauber’s Nico Hülkenberg each drove 194 kilometers on a set of intermediates at Silverstone. The longest continuous use of full wets was 61 kilometers during the Las Vegas weekend: 10 laps each for the two Aston Martin drivers as well as for Hülkenberg.

The number of tire sets supplied by Pirelli over the course of the season highlights the logistical complexity of motorsport’s pinnacle. In 2025, teams had access to 6,120 sets of slicks in total, comprising 1,800 sets of C5, 1,580 sets of C4, 1,400 sets of C3 and around 1,900 wet weather tires. The number of tires allocated to each car, which varies depending on the weekend format, is clearly defined by the technical regulations.

As always, temperatures also influenced tire behavior. The highest track temperature recorded during a session was 58.2 degrees centigrade at Jeddah during FP2, while the highest air temperature was 39.1 degrees centigrade in Bahrain during FP1. The coldest conditions were in Las Vegas, with 12 degrees centigrade on track and 11.8 degrees centigrade ambient during qualifying. During the actual races, peak track temperature was 55.2 degrees centigrade at Spielberg, while the highest air temperature was 34.4 degrees centigrade in Texas. The lowest temperatures were 15 degrees centigrade on track in Las Vegas and 14.3 degrees centigrade ambient in Melbourne.

The Formula 1 P Zero covers were not the only Pirelli tires to take to the track. The Pirelli Hot Laps program, featuring Pirelli-equipped supercars on the world’s grand prix circuits, was held this year at seven events. The lucky passengers completed 2,528 laps across 32 sessions, using 12 car models from seven different manufacturers.

At the wheel were 69 drivers, ranging from current stars such as Fernando Alonso, Max Verstappen, George Russell, Oscar Piastri, Kimi Antonelli, and Oliver Bearman, to emerging young talents like Paul Aron, Arthur Leclerc, Chloe Chambers, and Jak Crawford. Former world champions and race winners also took part—including Mika Häkkinen, Jenson Button, Ralf Schumacher, and Pedro de la Rosa—alongside endurance and GT specialists, all underscoring the breadth and prestige of the program.

Another significant figure came from an off-track initiative. A show tire, donated by Pirelli and signed by a selection of Formula 1 drivers, was auctioned by RM Sotheby’s during the final race weekend as part of Abu Dhabi Collector’s Week, fetching $31,200 USD. The entire proceeds were donated to the Make-A-Wish^®  UAE foundation, which helps make the dreams of children suffering from serious illnesses come true.

From extreme temperatures and strategic complexity to logistical challenges and the Hot Laps program, the 2025 season once again highlighted Pirelli’s crucial role as Formula 1’s global partner.

The 2026 NASCAR Cup Series opener at Daytona International Speedway is a matter of weeks away, and this latest edition has, so far, four open teams seeking qualification.

Along with the 36 chartered teams – up from 30, thanks to the settlement between 23XI Racing, Front Row Motorsports, and NASCAR, which reinstated the two teams’ combined six full-time rides – Dale Earnhardt Jr.’s JR Motorsports, Jimmie Johnson’s Legacy Motor Club, Garage 66, and Live Fast Motorsports are all set to field open rides.

JRM, an O’Reilly’s Series dominant force in recent years, will return for what would be its second-ever Cup Series race with Justin Allgaier behind the wheel of the No. 40 Traveller Whiskey Chevrolet. Last season, the 2014 Xfinity Series champion qualified for the 500 in the No. 40., going on to finish a very respectable ninth.

“It’s definitely special to be able to make another run at the Daytona 500 with Traveller Whiskey, Chris Stapleton, Dale, Kelley and everyone at JR Motorsports,” Allgaier said in a statement. “Last year was such an amazing experience and I am just thankful to be the one that gets to be behind the wheel of this No. 40. We had such a great time last year and I can’t wait to get down there and do it all again.”

Legacy, which is set to field two charters in 2026, will also see seven-time champion Johnson pull on the race suit once more as he returns in search of his third career 500 win. The 50-year-old managed to not only qualify in the No. 84 Carvana Toyota in 2025, but manage a remarkable third-place finish in the event.

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Johnson teased his impending participation in a hilarious Bob Ross-inspired social media video in which he hinted at the paint scheme Legacy had planned for Daytona.

“Carvana has been an incredible partner, and every season we’ve found new ways to celebrate what makes racing so special,” Johnson explained. “This year’s scheme is sharp, it’s fresh, and I can’t wait for fans to see it on the track in Daytona.”

Representing Garage 66 will be 2007 Coca-Cola 600 winner Casey Mears, who returned from a five-year Cup Series absence last season with the team to make five appearances, including a season-best finish of 18th at Talladega Superspeedway. The 47-year-old’s return was confirmed by team owner Carl Long on SiriusXM NASCAR Radio, as per Joseph Srigley.

Daytona won’t be an outlier for Garage 66, however, with Long stating that the team intends to run in the region of 26 Cup Series races this upcoming season with multiple drivers. This will begin with the non-points-scoring Cook Out Clash at Bowman Gray Stadium on February 1, where either Josh Bilicki or Chad Finchum will pilot the No. 66 Ford.

As for Live Fast, details surrounding their intended entry remain slim, although according to Racing Territory, B.J. McLeod will attempt to qualify for his fourth 500 in six years in the No. 78 Chevrolet, having failed the last two seasons.

Land of Legends Raceway delivered fans of the Ontario County half-mile an early Christmas gift, sharing the projected 2026 season schedule.

One highlight — jumping to the end of the season — is the return of the Gerald Haers Memorial; the eighth running of the tribute race will again offer $10,000 to win. The GHM Weekend will include annual running of the Les Whyte Memorial Top Gun Shootout, held on the Friday prior to “The Gerald.” The two-day show is scheduled for Sept. 18-19.

The Super DIRTcar Series will visit Land of Legends twice in 2026, and there will be three mid-week events scheduled, including SummerFAST.

The season is scheduled for open practice April 25 before opening on May 2.

The season kickoff will feature all weekly divisions: Modifieds, Sportsman 305 Sprints, Street Stock, Hobby Stocks and New Legends.

The first of three CRSA Sprint Touring events is scheduled for Mothers Day Weekend, on May 9.

The CRSA returns in a twinbill with the Super DIRTcar Series on Thursday, July 2, during the Stars and Stripes Spectacular. The SDS crew will battle through a 76-lap SDS feature.

On Wednesday, July 22, the Northeast DIRT Sportsman Series will be the headline attraction during the mid-week Ontario County Fair Championship program, with the New Legends racing on the undercard. July 25 is an off week in lieu of the fair. This is the first time the Sportsman division has been the highlight of the OCFS racing program.

Land of Legends Raceway’s SummerFAST date falls on Aug. 18, with a 60-lap feature and the Sportsman will be racing as well.

New Legends wrap their season on Aug. 29.

The regular points-paying season will conclude Sept. 5, with the Modifieds, Sportsman, 305 Sprints, Hobby Stocks and Street Stocks each crowning their division champion on a single evening.

The calendar allows three off Saturdays: June 20, July 25 for the fair and Aug. 15.

Stay tuned to www.LandofLegendsRaceway.com for more details.

Allentown challenge can be worth $10K

The ninth running of the Allentown Indoor races will feature a chance to pocket a $5,000 bonus.

Scheduled for Jan. 9-19, the bonus is on the line for a driver who can sweep both TQ features.

In 2024, Tanner VanDoren and Ryan Flores split the features; earlier this year, Flores won the first main and ran second to Andy Jankowiak in the Saturday feature. The success of the weekend was not dampened by missing the bonus, but that kind of influx of cash early in the season would have been a nice shot in the arm.

Friday’s winner will be offered a guaranteed spot in Saturday’s feature — accepting is worth $1,000 alone. The catch is that the guaranteed spot is 10th on Saturday’ grid. Advancing to win will activate the $4,000 bonus balance, and combined with the $5,000 winner’s share in scheduled payout, the winner’s take will be $10,000.

If the bonus is not collected, a portion will roll over to the Atlantic City Indoor race. With his win in the Gambler’s Classic in 2025, Flores collected $10,000 in winnings.

The headline TQ Midget division will be joined by Slingshots and Champ Karts, with full programs and feature events for all three classes. This year, the card will include the Will Cagle Shootout, a 15-lap race where the top 10 in qualifying will choose their starting positions. The pole will pay $240 to win; each position farther back on the initial grid offers an extra $120 to win. Someone choosing 10th and winning will take $1,320 for 15 laps of work.

Lower level reserved ticket holders will be invited to a pre-race FanFest. Racing is scheduled for 7 p.m. each night. Ticket information and special hotel rates at The Americus and Renaissance hotels are available through links at IndoorAutoRacing.com.

The Indoor series will head to Atlantic City for the Gamblers Classic on Jan. 30, and then CURE Insurance Arena in Trenton, N.J. Feb. 20-21.

Outlaw Banquet scheduled for Feb. 28

The 10th Annual Outlaw Speedway Awards Banquet will be Saturday, Feb. 28, at the Harbor Hotel in downtown Watkins Glen.

The top point finishers in each adult division will receive trophies and point fund payouts. Youth division drivers will receive trophies. To be eligible, drivers must have competed in at least half the events in 2025, and must be present to receive their post-season laurels.

Additional awards will be shared across the divisions, including Rookie of the Year, Sportsmanship, Dedication to Motorsports, Media and Sponsor Awards. Several employees will be recognized, as well.

Cocktail hour begins at 5 p.m.; a prime rib buffet will follow at 6 p.m. Tickets are priced at $48/person and limited to just the first 300. Visit OutlawSpeedwayllc.com for details.

Utica-Rome adopts DIRTcar Sanction for ‘26

Utica-Rome Speedway has announced the oval will race under DIRTcar sanctioning in 2026.

Remaining on Fridays, the track will feature DIRTcar 358-Modifieds, DIRTcar 602 Sportsman, and DIRTcar Pro Stocks. The Limited Sportsman will race unsanctioned, but will follow the DIRTcar Sportsman rules.

The Limited Sportsman will see two exceptions as an unsanctioned division. First, the cars will not be required to have fire bottles. Engine verification, for that class, is also not required. Drivers in that division will be eligible to secure a DIRTcar membership to benefit from DIRTcar’s insurance coverage.

Utica-Rome Speedway will host five big block modified events. Those five events will be run under the DIRTcar rules and procedures. The events will pay points toward the DIRTcar Hoosier Weekly Points program.

Racing community mourns the loss of DeVoreLyle DeVore, promoter of Albany-Saratoga Speedway, passed earlier this month.

After being diagnosed with cancer in 2022, DeVore poured his soul into racing, tending to Albany-Saratoga Speedway while working diligently to grow short-track racing.

DeVore was exposed to racing early, and the Malta oval has been the backdrop for most of his life, visiting the track at the age of six, where he helped clean the facility after race nights. He was hired as the promoter of the oval in 2012.

He was a multi-time winner of the “Promoter of the Year” award.