Toyota Becomes First Daytona Rising Partner

By | February 06, 2014
At the Chicago Auto Show today, Toyota announced that it will become the first founding partner of the Daytona Rising project, a $400 million renovation of the Daytona International Speedway. Signing into an 11-year agreement, Toyota will receive a huge, four-story 20,000 square foot area that shows off its products. It will also have naming rights to one of five massive fan injectors. Toyota will have representation in the "World Center of Racing" area that overlooks the start/finish line. The partnership officially begins in 2015. In addition, Toyota will be the official partner of the Daytona 500 and will have pace car rights in 2015. Toyota has extended its involvement at other International Speedway Corporation venues, including sponsorship of the NASCAR Sprint Cup Series and the Richmond International Raceway and pace car rights at a number of venues like the Chicagoland Speedway. “This is a unique opportunity for Toyota to elevate our brand in the motorsports 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.”
The renovation project, set to be completed in 2016, will provide a number of new amenities to fans along the milelong frontstretch grandstands on the venue. Larger concourses, better seating, and premium features like Wi-Fi will be provided to fans when the project is done. Source: Toyota, Daytona Rising