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Marketing and Sponsorship

Sunoco To Sponsor Fourth Corner "Injector" Entrance At Daytona Int'l Speedway

Daytona Int’l Speedway this morning revealed Sunoco as the sponsor of its fourth frontstretch "injector" entrance that is being built of as part of the $400M Daytona Rising renovation project. The four injectors had asking prices of $2-2.5M annually over 10-15 years, according to sources. DIS and Sunoco declined to confirm or deny these figures and are calling the pact a multiyear deal. The other three previously announced injector partners are Toyota, Florida Hospital and Chevrolet. Each partner is allowed to design their entranceway to their liking, so Chevy’s will resemble a dealership and Florida Hospital’s will feature healthy concessions in the connecting “neighborhood” inside the entrance. Sunoco plans to design its injector in a way that gives fans the experience of what it is like to be on pit road or in victory lane during the middle of or after a race, according to company Communications Manager Jeff Shields. He added, “We’ll be really focusing on putting the fan as close to the track as possible in terms of the fan experience -- using technology and sort of getting them to where we are when we fuel the cars at pit road when we’re in the victory lane. For every race, Sunoco has the checkered flag [branded with its logo] and is in victory lane, and we want to put fans in that place.” Sunoco, which is an official sponsor of NASCAR, IndyCar and the NHRA among other motorsports properties, saw the deal as a “natural fit with Sunoco being such an integral part of NASCAR and the Sunoco fuel brand being such an iconic brand -- matching up with this legendary building to be one of the four major pillars.” On top of the branding, it also gets some extra hospitality assets as part of the pact. Sunoco’s agency of record is Team Epic.

DOUBLE YOUR PLEASURE: DIS President Joie Chitwood III said company execs are pleased that another endemic sponsor in the sport wants to double down with this sort of deal, and also with how the process of landing the four frontstretch injector partners played out overall. He added of the track’s recent deals that include Can-Am’s Duel at Daytonas sponsorship, "I like that we’ve got this balancing act going on of introducing new brands to the sport, but we’re seeing these endemics say, ‘You know what, we want to grow our platform and a bigger presence in Daytona.’ And I think that’s a great message for other brands out there looking at NASCAR, because when you see a partner who has been in the sport for a number of years decide to expand their footprint, that tells you that it must be hitting all the right metrics for them.” Chitwood said DIS is still in talks with prospective sponsors for the main injector, which is the only one that has yet to find sponsorship. Chitwood said that while he is hopeful of finding a sponsor for that injector, time is quickly running out if the prospective brand wants to have branding in place by February’s Daytona 500 (and the preceding IMSA Rolex 24) given the lead time it takes to prepare for such a move. Meanwhile, Chitwood said the title sponsor for next February’s Xfinity Series race will soon be unveiled -- and it is a non-traditional one.

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