Chevrolet Figures Prominently in Daytona International Speedway Redevelopment
Today Chevrolet announced a multi-year partnership with the International Speedway Corporation (ISC) that will give the bowtie brand naming rights and a larger presence at the legendary Daytona International Speedway, as part of the new DAYTONA Rising redevelopment project.
The $400 million DAYTONA Rising project will transform the speedway into “the world’s first motorsports stadium,” offering premium amenities and attractions to race fans. Scheduled for completion in January 2016, the redevelopment encompasses the Speedway’s mile-long frontstretch.
Beginning next year, Chevrolet will have naming rights for one of the five new entrances. Additionally, the massive new entry will include over 20,000 square feet for Chevy vehicle displays. Chevy will also have a fan engagement experience that will span four concourse levels.
There are also going to be football field-sized “neighborhoods” located throughout the frontstretch featuring food and shopping options, and Chevy will have branding rights for one of the neighborhoods located near its entrance.
“Chevrolet has been an integral part of the ISC family for many years and we look forward to continuing our strong relationship,” said ISC CEO 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.”
Chevy will also serve as an official partner of the Daytona 500, and receive official pace car rights in select years. Additionally, Chevrolet has extended its pace car rights at several ISC raceways, including Darlington, Phoenix International, and Watkins Glen International.
“We’re excited to showcase Chevrolet’s legendary brand at DIS as part of DAYTONA Rising,” said DIS President Joie Chitwood III. “Their activation will elevate the race day experience at the new motorsports stadium and continue to make them an integral part of the Speedway experience.”