Toyota Teams Up With Daytona Speedway

Announces unprecedented $400 million partnership.

by on Feb.07, 2014

Toyota is the first founding partner at Daytona International Speedway as part of its $400 million DAYTONA Rising redevelopment project.

Toyota took a step towards unloading part of its massive cash hoard this week, announcing an unprecedented, $400 million plan for a multi-year partnership with International Speedway Corp., the operator of the legendary Daytona International Speedway.

The deal will make Toyota the first Founding Partner at Daytona International Speedway as part of the track’s redevelopment project. It will result in having the Toyota name spread prominently across the Speedway. Specific financial terms were not disclosed.

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“This is a unique opportunity for Toyota to elevate our brand in the motor sports 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.”

Dayton Rising is ISC is the name for the “reimagining” of the fan and sponsor experience at Daytona International Speedway, a multi-year project focusing on the Speedway’s nearly one-mile long front stretch. The project is scheduled for completion in January 2016 and will create a track with amenities owners claim will be unmatched in the racing business.

Beginning in 2015, the 11-year agreement will provide Toyota with naming rights for one of five fan entrances. 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 inside the new front stretch facility. The “World Center of Racing” zone is roughly the area of two football fields.

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Ten additional neighborhoods, each the size of a football field, will be located throughout the new front stretch 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,” PR-speak for entrance.

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.

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Along with the Daytona tie-up, Toyota also extended the sponsorship rights at other ISC venues such as the NASCAR Sprint Cup Series and Nationwide Series races at Richmond International Raceway. Toyota also gets Pace Car rights at a number of other major tracks, such as Watkins Glen.

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“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.”

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One Response to “Toyota Teams Up With Daytona Speedway”

  1. Jorge M. says:

    Toyota want’s to appear to be a native U.S. brand instead of a transplant. If you’ve got enough money to spend you can certainly dupe the naive.

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