Offering will allow NASCAR Cup teams to develop unique digital collectibles and one-of-a-kind experiences, connecting with fans and bringing them closer to the sport
Candy Digital, the next generation digital collectible company, announced it has entered into an agreement with the Race Team Alliance (RTA), the organization which represents 13 NASCAR Cup teams fielding 29 cars. The agreement enables Candy and participating teams to create a new series of unique digital collectibles (or ‘NFT’s’, non-fungible tokens) to engage fans and collectors and celebrate their love of racing and the teams and drivers they follow.
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“We’re excited to partner and collaborate with the Race Team Alliance to bring the excitement of racing directly to millions of fans through new technology,” said Scott Lawin, CEO of Candy Digital. “The NFT space and sports have both seen tremendous growth, capturing the attention of consumers globally as they look for new ways to connect to the things they love. It’s great to come together with RTA and channel the enthusiasm of the race teams to increase fan involvement and reach as we develop the future of motorsport fandom together.”
Teams that have announced their participation thus far include Hendrick Motorsports, Joe Gibbs Racing, JTG Daugherty Racing, Live Fast Motorsports, Richard Petty Motorsports, Richard Childress Racing, Roush Fenway Racing, Spire Motorsports, Stewart-Haas Racing and Wood Brothers Racing, with others expected to join shortly.
“Candy’s strong backing and deep technical experience across the sports landscape makes them an excellent partner to bring the teams’ digital collectibles to market,” said Jonathan Marshall, executive director of the RTA. “Candy’s excitement for the opportunities in motorsports, as well as understanding the unique history of motorsports and the racing collectible market, will be extremely important as we bring this partnership to life.”
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