International Speedway Corp. (ISC) has announced a groundbreaking, multi-year partnership with Toyota Motor Sales (TMS) 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. It is a multi-year project, encompassing the Speedway’s nearly one-mile long frontstretch which, upon completion in January 2016, will create a world-class facility with premium amenities unmatched in the industry, according to ISC. 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 CEO 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 will encompass more than 20,000 square feet of Toyota engagement and fan experience that vertically spans four concourse levels.
The Toyota brand also will have a presence in the new "World Center of Racing" zone, the central "neighborhood" overlooking Daytona’s famed start/finish line inside the new frontstretch facility. 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 also will have branding rights to a neighborhood near the Toyota injector.
In addition, Toyota will serve as an official partner of "The Great American Race," the DAYTONA 500, and will receive official pace car rights in 2015.