Liquid and powder coatings manufacturer Axalta Coating Systems has entered into a partnership with the International Speedway Corporation, which governs the race tracks of North American stock car-racing series Nascar.
Under the multi-year agreement, the terms of which were not disclosed, Axalta will become the fifth and final founding partner of the Daytona International Speedway. The track is currently undergoing a $400m (€387m) revamp, which has been dubbed the ‘Daytona Rising’ project.
Axalta will acquire naming rights for the central fan area and will benefit from 32,000 square feet of branding and engagement space in the section. The company will also have branding rights within specific areas of the ‘World Center of Racing’ zone, which will overlook the start-finish line inside the venue.
The company joins Toyota, Florida Hospital, Chevrolet and Sunoco as founding partners of the project.
Axalta already has a strong presence in the North American motor-racing market through its long-term partnership with the Hendrick Motorsports Nascar team.