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Phoenix Raceway to enhance fan experience with naming rights partner

Smart venue technology company ISM Connect has agreed a naming-rights partnership with the Phoenix Raceway motorsport venue in the US.

The multi-year deal becomes effective in 2018 and rebrands the venue as ISM Raceway.

Financial terms of the agreement were not disclosed, but the AZCentral website said the deal could be worth up to $100m (€85.2m) over 10 years.

As part of the wide-ranging deal, ISM Connect will install a new digital fan engagement experience at the venue, with display screens, interactive experiences and social media integrations, along with a mobile app providing spectators with access to unique content and in-seat ordering.

Fan activations and experiences will be launched throughout the venue, including at the new infield Fan Zone, a pedestrian tunnel that connects the infield to the new seating areas and one of two new 'Canyon' entrances. ISM Connect will also take on naming rights to one of the Canyons as part of the agreement.

“This partnership underscores our commitment to strengthening relationships and communication between venues, fans, partners and brands through innovative digital solutions,” ISM Connect’s vice-president of operations, Jeff Hutchins, said.

“ISM Raceway, powered by ISM Connect’s digital engagement network, will revolutionise how large venues connect every piece of their technology in order to gather and analyse data with the goal of improving the fan experience.”