Chevrolet is going back to Daytona in a big way … as naming sponsor.
The company has inked a multi-year sponsorship with Daytona International Speedway (DIS) as part of the latter’s DAYTONA Rising development project – a $400 million US project that aims to make the racetrack the world’s first motorsports stadium, with premium amenities and attractions. It’s supposed to be completed by January 2016, when Daytona is traditionally thrust into the motorsports spotlight for a couple months, starting with the Rolex 24 At Daytona (24 hour race).
The renovation mostly involves the grandstands along the speedway’s front stretch, which spans about a mile. It involves five entry points that open into a multi-level concourse, more space for fans to mingle before, during and after events, and wider seats with back and armrests in the grandstand that borders the outside of the tri-oval bend. The multi-level structures are referred to as “injectors” and Chevrolet acquired naming rights to one of the injectors.
Although no financial details were disclosed, the multi-year agreement gives Chevrolet naming rights at one of the injectors and provides the company with some 20,000 square feet of display space for its products.
“Chevrolet has been an integral part of the (International Speedway Corporation) family for many years and we look forward to continuing our strong relationship,” said ISC Chief Executive Officer Lesa France Kennedy. “As part of its activation at DAYTONA Rising and other ISC facilities, Chevrolet will represent its iconic automotive brand through interactive experiences with fans.”
The project also involves several football-field sized “neighbourhoods” that include large screens relaying the action on the track, restaurants and retail shops. Chevrolet’s agreement also grants the company branding rights to the neighbourhood nearest its injector.
“Chevrolet’s commitment to racing originated more than a century ago with Louis Chevrolet and remains strong today as we solidify our presence at ‘The World Center of Racing,’” said General Motors North America President Alan Batey. “We look forward to enhancing the experience for race fans here in Daytona with the new Chevrolet injector entrance and neighborhood.”
The agreement also names Chevrolet an official partner of the Daytona 500, commonly referred to as “The Great American Race,” and allows it to provide pace cars in select years.
It also extends Chevrolet’s pace car rights (in light of its “Founding Partner” status with DAYTONA Rising) at other ISC facilities, including Darlington Raceway, Phoenix International Raceway and Watkins Glen International for various NASCAR and International Motor Sports Association (IMSA) events.