Chevrolet announced a multi-year partnership with Daytona International Speedway today to become a founding partner of the track’s Daytona Rising redevelopment project. Described as the “$400 million reimagining of an American icon,” the Daytona Rising project is will include five expanded and redesigned entrances at Daytona along with multi-level concourses, wider and more comfortable spectator seating, twice as many restrooms and more.
The Daytona Rising development will cover almost the entire length of Daytona’s mile-long front stretch. Chevy’s sponsorship of the project will land the automaker’s name and logo on one of the five new track entrances. The Chevy entrance is said to include over 20,000 square feet of new Chevy vehicle displays and a fan engagement experience that spans four levels.
“Chevrolet has been an integral part of the ISC (International Speedway Corporation) family for many years and we look forward to continuing our strong relationship,” said ISC Chief Executive Officer 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.”
In addition to the Chevrolet entrance, the brand will also have naming rights for one of Daytona’s new ‘neighbourhoods’ near the entrance, which the track describes as ‘social areas.’ The Daytona Rising deal also reserved the automaker a spot as an official partner of ‘The Great American Race’ at Daytona and gave it official pace car rights for the next eight years.
“We look forward to enhancing the experience for race fans here in Daytona with the new Chevrolet injector entrance and neighborhood,” said GM North American president Alan Batey.