International Speedway Corporation has announced a multi-year
partnership with Toyota Motor Sales U.S.A., Inc. that will
make Toyota the first Founding Partner at Daytona International Speedway as
part of its $400 million DAYTONA Rising redevelopment project.
DAYTONA
Rising is ISC’s complete reimagining of the fan and sponsor experience at its
iconic Daytona International Speedway, a multi-year project encompassing the
Speedway’s nearly one-mile long frontstretch that, upon completion in January
2016, will create a world-class facility with premium amenities unmatched in
the industry. Financial terms of the agreement were not disclosed.
“When
we started drafting the designs of DAYTONA Rising, we envisioned partnering
with equally forward-thinking organizations like Toyota to bring forth the very
best experience for our fans and guests,” said ISC Chief Executive Officer Lesa
France Kennedy. “Toyota has been a great partner for many years and we will
continue to work together to enhance the fan experience at many of our
facilities across the country.”
Beginning
in 2015, the 11-year agreement will provide Toyota with naming rights for one
of five fan injectors. The massive, new and redesigned entry statement
includes over 20,000 square feet of Toyota engagement and fan experience that
vertically spans four concourse levels.
The
Toyota brand will also have a presence in the new “World Center of Racing”
zone, the central neighborhood overlooking Daytona’s famed start/finish line.
The “World Center of Racing” zone is roughly the area of two football fields
where Daytona International Speedway, its partners and race fans will celebrate
the history and legacy of racing at the iconic motorsports venue. Fans
will be able to socialize and enjoy themselves in this area prior to, during
and after a race.
Ten
additional neighborhoods, each the size of a football field, will be located
throughout the new frontstretch with custom bar, retail and dining areas, as
well as dozens of video screens to provide fans with non-stop views of on-track
action while they mingle with friends. Toyota will also have branding rights to
a neighborhood near the Toyota injector.
Additionally,
Toyota will serve as an official partner of “The Great American Race,” the
DAYTONA 500, and will receive official pace car rights in 2015.
“DAYTONA
Rising represents our commitment to delivering engaging and innovative ways for
our partners to showcase their brand,” said Daytona International Speedway
President Joie Chitwood III. “We’re proud to integrate Toyota into this
historic project. Our fans and guests will now enjoy more exciting, innovative
and engaging experiences from the moment they enter the new facility to the
time they reach their seats and beyond.”
In
addition to the Founding Partner status with DAYTONA Rising, Toyota has also
extended the following sponsorship rights at other ISC venues:
·
Race entitlement sponsorship of the spring
NASCAR Sprint Cup Series and Nationwide Series races at Richmond International
Raceway.
·
Pace Car rights at Auto Club Speedway,
Chicagoland Speedway, Kansas Speedway, Phoenix International Raceway, Richmond
International Raceway and Watkins Glen International for each NASCAR major
event weekend, as well as Official Vehicle at Route 66 Raceway.
“This
is a unique opportunity for Toyota to elevate our brand in the motorsports
community, especially through the DAYTONA Rising project,” said Bob Carter,
senior vice president of automotive operations of Toyota Motor Sales, USA, Inc.
“ISC and Daytona International Speedway will provide strong platforms to
interact with our guests and most importantly, our race fans.”
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