Chip Ganassi Racing has reached a partnership with upstart camera company 360Fly that includes primary sponsorship of cars at four Global Rallycross events this season, as well as a behind-the-scenes content initiative across all of CGR’s teams. 360Fly, which in August will bring to market a mountable camera that allows users to capture video in all directions, will be represented on the team’s Rallycross No. 00 Ford driven by Steve Arpin at the X Games, which begins today, and on the No. 38 Ford driven by Jeff Ward at three additional Red Bull Global Rallycross series races this season. Neither CGR nor 360Fly would release financial terms of the agreement, but an industry source estimated it in the low-to-mid six figures.
360Fly CEO Peter Adderton said both the digital and at-track activation components are based on giving racing fans the opportunity to experience the sport via virtual reality. The brand and CGR plan to capture behind-the-scenes content using the 360-degree cameras. At races, fans will have the chance to view video utilizing giveaway cardboard goggles, which they can then insert their smartphones into for an interactive virtual reality experience. CGR and 360Fly also will share the content online, with users able to move using either their finger on a smartphone or their mouse on a computer.
Staff writer Adam Stern contributed to this report.
