DAYTONA BEACH, Fla. – International Speedway Corp. (ISC) has announced the launch of DAYTONA Elite, a new automotive aftermarket brand and license platform named after the world famous Daytona International Speedway.
 
“This program creates a perfect synergy as Daytona boasts nearly unmatched brand equity in motorsports and is globally recognized for speed, performance, history and prestige,” said ISC Vice President and Chief Marketing Officer Daryl Wolfe. “The DAYTONA Elite platform will be positioned around high-end premium products across a wide variety of categories in the automotive aftermarket. It not only establishes an instantly credible brand name, but also provides direct marketing opportunities for our partners. These manufacturers will have the ability to leverage our at-track assets to activate around motorsports events at our 13 motorsports facilities across the country.”
 
The DAYTONA Elite platform will provide multiple brand applications to potential licensees, from a fully-branded program to a product endorsement, which enhances the flexibility of the program to drive sales with both do-it-yourselfers and professional installers.
 
ISC is working with Charlotte, N.C.-based BrandAdventure, led by aftermarket and racing industry veteran Steve Boguski, to develop the program. “The Daytona brand resonates with any automotive enthusiast,” said Boguski. “In today’s economy, with many consumers focusing on maintaining their vehicles longer, Daytona Elite products will be become a trusted brand for consumers and technicians that care for quality and performance.”
 
The company said it expects to announce its first partner in this program in the coming weeks, and hopes to grow the product portfolio steadily in the future.
 
“For ISC, this program demonstrates our ability to leverage the value of our existing assets to drive additional revenue opportunities for the company,” said Wolfe.