The Japanese company has announced a $400 million multi-year partnership with the company that operates the legendary Daytona International Speedway – International Speedway Corp.
The partnership would see Toyota the first “Founding Partner” at Daytona International Speedway, as the speed track is currently in the midst of redevelopment project and would see the automaker’s name sitting prominently across various parts of the Speedway.
“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. “ISC and Daytona International Speedway will provide strong platforms to interact with our guests and most importantly, our race fans.”
Daytona Rising is the name the ISC gave to the project, due for completion in January 2016, which focuses specifically on the fan and sponsor experience for the nearly one-mile long front stretch.
For Toyota, the 11-year agreement will provide the company with naming rights for one of the five spectator entrances, the band will be granted a presence in the new “World Center of Racing” zone (which is around two football fields in dimension), the central “neighborhood” which is set to overlook Daytona’s legendary start/finish line inside the new front stretch facility.