The NASCAR stock car-racing series has signed a long-term strategic partnership with hospitality company Levy to enhance the fan experience at events.
Under the agreement, Levy will manage food and beverage operations at NASCAR-owned Cup-sanctioned racetracks.
Levy will replace Americrown as the series’ main hospitality operator, with current Americrown employees to join Levy as part of the deal. Americrown has provided customised on-site dining and concessions for each NASCAR-owned track since 1989.
Levy’s partnership will officially start with the launch of the 2021 season in January at Daytona International Speedway, but the company will begin working with NASCAR immediately to transition operations.
Daryl Wolfe, executive vice-president and chief operations and sales officer at NASCAR, said: “We are thrilled to be partnering with Levy, a global leader in event hospitality, to reimagine how we deliver a premium fan experience at our tracks.
“Elevating the event experience requires us to continuously evaluate our race-day operation and look for ways to improve. Levy brings scale, innovation, and expertise across a broad portfolio of sports properties that will significantly enhance our food and beverage offerings. We have the best fans and partners in all of sports, and we are focused on ways to drive service, value and variety for all attending our events.”
Andy Lansing, president and chief executive of Levy, added: “NASCAR has served up some of the most iconic sights, sounds, and experiences in all of sports at its historic, grand venues. The first engine rev at Daytona and the ground-shaking speed of Talladega are true bucket-list experiences.
“We live to deliver hospitality that matches the energy and excitement of these moments, and we’re incredibly excited to partner with an innovative, like-minded organisation in NASCAR to define the future race day food and beverage experience for years to come.”
Levy provides food, beverage and hospitality services at more than 200 sports and entertainment venues and events.