The multiyear pact makes Verizon NASCAR's official wireless telecommunications and 5G mobility partnerGETTY IMAGES
NASCAR has landed Verizon as a new partner in a deal being announced today, finally filling the wireless category spot left open by Sprint after ’16. Financial terms of the deal were not released, but it involves both sponsorship by Verizon and NASCAR buying Verizon’s services. The pact is for at least three years. Verizon becomes NASCAR's official wireless telecommunications partner, plus NASCAR’s 5G mobility partner. Sports Business Journal first reported a month ago that NASCAR and Verizon were in advanced negotiations toward this deal. Verizon’s wireless efforts will start with upgrading WiFi at 12 NASCAR tracks. NASCAR Exec VP and Chief Innovation & Development Officer Craig Neeb would not disclose the exact spend by NASCAR, but said it was a “big investment.” Many NASCAR tracks have been deeply in need of such upgrades, with their sprawling nature and sometimes rural locations making for a difficult time sending or receiving messages during a race. Neeb said that the upgrades will start this year and will be significant in terms of improving the fan experience. On the marketing side, Verizon will get signage and other advertising opportunities at tracks, and it’s also buying advertising inventory with NASCAR’s media partners, Fox Sports and NBC Sports.
COMING TOGETHER: Neeb singled out Daytona, Talladega, Darlington and Richmond as some of the tracks that will see the WiFi upgrades the earliest. Verizon VP/Product Management Vickie Lonker said of why her company wanted to do the deal, “We have great brands together and common customers in terms of who is sitting in the seats and participating, so it’s an opportunity for us to get to those consumers directly. It’s intriguing for us. The need to provide modernization is always something that’s of interest to us; we want to help our customers stay ahead in the needs of the future and grow their business by using Verizon technology.” Neeb noted that while the deal will start with WiFi, it will put in place the infrastructure to let tracks upgrade to 5G wireless status as that technology develops. Neeb added, “This is a total connectivity infrastructure for the future. We’re trying to future proof these properties to have that enablement in place if we want to add 5G capability. All that infrastructure investment isn’t nearly as material to get this first phase done. So, it really is a holistic view of this and a really big undertaking from a guest experience standpoint.” Verizon works with CSM Sport & Entertainment on its motorsports marketing.
