Industry News

Phoenix Nascar track gets digital boost with ISM

Phoenix International Raceway is set for a bunch of enhancements after agreeing a $100m partnership that will see it renamed the ISM Raceway from next year.

It is understood that tech firm Ingenuity Sun Media (ISM) will pay an annual figure for the next 10 years for what is the Arizona-based Nascar track’s first-ever naming rights sponsorship agreement.

According to the AZCentral news site, included as part of the deal is the installation of leading digital technology designed to improve the at-track experience for fans and corporate partners.

ISM’s Connect network will provide digital display screens, interactive fan experiences, a mobile app and social-media integrations throughout the facility, including in the new pedestrian tunnel connecting the infield and grandstands.

“When you think about the project as a whole, and all the upgrades the fans are going to enjoy, we’ll think about ISM,” said Phoenix International Raceway president Bryan Sperber, according to AZCentral. “Without ISM’s involvement, it would have made it very difficult to move forward and make it all come to life.

“Their capabilities in the world of tech will be on display here. Fans will have a tech-driven, leading-edge, experience. We’ll be a showroom for ISM and our fans will be the beneficiaries.”

Sperber added that while ‘Phoenix’ will no longer be part of the official name, it will be included in a new track logo.

The track’s $178m refurbishment, which includes 45,000 new grandstand seats, is set to be completed in November 2018.

Earlier this year ISM signed multiyear deals with major track operators International Speedway Corporation and Speedway Motorsports Inc.

IMAGE: Larry McTighe