Japanese automotive manufacturer Toyota has secured an 11-year naming rights deal at iconic US motor-racing venue Daytona International Speedway.
Toyota is the first company to enter into a naming rights partnership with Daytona since the announcement of its $400m (€296m) ‘Daytona Rising’ renovation. Beginning in 2015, Toyota will sponsor one of five fan entrances at the redesigned facility. It will benefit from more than 20,000 square feet in which to promote and showcase its cars and affiliated racing teams.
Financial terms of the deal were undisclosed and it does not contain an exclusivity clause, meaning rival car firms could secure similar rights to those enjoyed by Toyota at the other four entrances.
Toyota will serve as an official partner to the Daytona 500 Nascar Sprint Cup showpiece race, where it will provide the pace car. Additionally, it is to benefit from a presence at Daytona’s new World Center of Racing zone, which overlooks the start/finish line and provides fans with a range of hospitality services.
“Daytona Rising represents our commitment to delivering engaging and innovative ways for our partners to showcase their brand,” Daytona International Speedway president Joie Chitwood III said. “We’re proud to integrate Toyota into this historic project. Our fans and guests will now enjoy more exciting, innovative and engaging experiences from the moment they enter the new facility to the time they reach their seats and beyond.”