Toyota Becomes First Daytona Rising Partner

International Speedway Corporation (ISC) has announced groundbreaking news that Toyota will be the first founding partner of both the massive Daytona redesign and at Daytona International Speedway as a part of its unprecedented $400 million Daytona Rising redevelopment project. Beginning in 2015, signing an 11-year deal will give Toyota naming rights for one of the track’s five “fan injector” grand entrances. Toyota will also have a prime presence in the central “World Center of Racing” zone that will overlook the iconic start/finish line when construction is completed in January 2016.

It is a multi-year project, including the Speedway’s nearly one-mile long frontstretch which, upon finishing in January 2016, will create a world-class facility with premium amenities, unparalleled in the industry, according to ISC. This includes retail and dining areas, dozens of video screens to provide fans with non-stop views of on-track action while they mingle with friends.  Fans will be able to socialize and enjoy themselves in this area prior to, during and after a race.

In addition, Toyota will serve as an official partner of “The Great American Race,” the Daytona 500, and will receive official pace car rights in 2015.

 “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 will continue to work together to enhance the fan experience at many of our facilities across the country."

 “DAYTONA Rising represents our commitment to delivering engaging and innovative ways for our partners to showcase their brand,” said Daytona International Speedway President Joie Chitwood III. “We’re proud to integrate Toyota into this historic project. Our fans and guests will now enjoy more exciting, innovative and engaging experiences from the moment they enter the new facility to the time they reach their seats and beyond.”

The partnership was announced at the Chicago Auto Show, at the same location where, more than 10 years ago, Toyota initially announced its plans to participate for the first time in NASCAR, as a part of the NASCAR Camping World Truck Series.

 “This is unique opportunity for Toyota to elevate our brand in the motorsport 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.”