International Speedway Corp. (ISC) and Axalta Coating Systems have announced a multi-year partnership that will make Axalta the fifth founding partner at Daytona International Speedway’s (DIS) new motorsports stadium.
“Axalta has been a longstanding and strong sponsor of our sport for many years and we’re thrilled to welcome them as a partner at Daytona International Speedway,” said ISC CEO Lesa France Kennedy. “Their activation will enable us to further enhance the fan and spectator experience, which is a main focus of our new stadium.”
The multi-year agreement will provide Axalta with naming rights for the center injector as well as branding rights within specific areas of the “World Center of Racing” zone, the central “neighborhood” overlooking the famed start/finish line inside the new stadium. The “World Center of Racing” zone is roughly the area of two football fields and celebrates the history and legacy of racing at DIS while featuring retail and dining areas, dozens of video screens and open sight-line views of the racetrack.
“All of us at Axalta are tremendously excited to be a sponsor of the Daytona International Speedway, especially as we celebrate our company’s 150th anniversary in the coatings industry,” said Axalta Chairman and CEO Charlie Shaver. “Daytona is an American icon synonymous with the sport of racing not only across the nation but around the world. We are proud to be able to associate the paint and other coatings that we supply the global transportation industry with the technology that underpins racing and the superior performance that the cars deliver on the track at every race.”
Axalta will receive 32,000 square feet of branding and engagement opportunities in the center injector that vertically span four concourse levels along with a dedicated display activation area in the redesigned midway (located near its injector). Financial terms of the agreement were not disclosed.
