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Volume 24 No. 117
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Ingenuity Sun Media Buys Naming Rights To Phoenix Raceway Starting In '18

Phoenix Raceway will become ISM Raceway starting next year under a deal with N.J.-based digital ad agency Ingenuity Sun Media, which will make an "investment that could approach" $100M over 10 years, according to Michael Knight of the ARIZONA REPUBLIC. The deal also includes the installation of "leading-edge digital technology designed to enhance the at-track experience for fans and corporate partners alike." ISM will pay an "annual single-figure million-dollar fee during the next decade for the track's first-ever naming-rights sponsorship." The official announcement of ISM Raceway is scheduled for tomorrow. ISM's Connect network will "provide digital display screens, interactive fan experiences, a mobile app and social-media integrations throughout the facility, including in the new pedestrian tunnel connecting the infield and grandstands." ISM Connect also will have "naming rights for one of the two interactive entrances called 'Canyons.'" While Phoenix will no longer be part of the official name, track President Bryan Sperber said that it will be "included in a new track logo" (ARIZONA REPUBLIC, 9/25).