Chevrolet signs on as 'founding partner' of DAYTONA Rising project

Company gets naming rights for a 'fan injector.'

Chevrolet signs on as 'founding partner' of DAYTONA Rising project
Daytona International Speedway
Jim Campbell, USA Vice President Performance Vehicle & Motorsport
Jim France signs the beam
Joie Chitwood speaks at the event
Daytona Rising event: Daytona International Speedway President Joie Chitwood
Daytona Rising event: ISC’s Chief Executive Officer Lesa France Kennedy
Full moon rising over Superstretch grandstand

DAYTONA BEACH, Florida – "It won't be the prettiest Daytona International Speedway," said Speedway President Joie Chitwood III, "but we hope fans will consider it a bump in the road on the way to where we're going."

And where they are going is the DAYTONA Rising project, a massive renovation of the track, which opened in 1959. The makeover alone will cost about $400 million -- roughly the total cost of building Circuit of the Americas, the only Formula 1 track in the U.S.

How will they pay for it? One way is sponsorship, as suggested today at a press conference that drew NASCAR luminaries like Lesa France Kennedy and Jim France, was well as Alan Batey, president of GM North America, and Jim Campbell, head of Chevrolet motorpsorts. The occasion was the announcement that Chevrolet is will become a "founding partner" in DAYTONA Rising.  

Beginning in 2016, the multi-year agreement will provide Chevrolet with naming rights for one of five "fan injectors," which is the point of entry for the fans, and includes escalators and elevators and elevated display and sales areas.

The massive new entry will include over 20,000 square feet of Chevrolet new vehicle displays and a "fan engagement experience" that vertically spans four concourse levels. Financial terms of the agreement were not disclosed. Toyota and Florida Hospital have naming rights for two of the five injectors, leaving two available. 

'Integral part'

“Chevrolet has been an integral part of the ISC family for many years and we look forward to continuing our strong relationship,” said France Kennedy,  ISC Chief Executive Officer. “As part of their activation at DAYTONA Rising and other ISC facilities, Chevrolet will represent its iconic automotive brand through interactive experiences with fans.” 

Chevrolet will also have branding rights for one of the “neighborhoods” located near its injector. Each football field-sized neighborhood will be located throughout the new front stretch and feature retail and dining areas, as well as dozens of video screens. 

Additionally, Chevrolet will serve as an official partner of “The Great American Race,” the DAYTONA 500, and receive official pace car rights in select years. “Chevrolet’s commitment to racing originated more than a century ago with Louis Chevrolet and remains strong today as we solidify our presence at ‘The World Center of Racing’ by partnering with International Speedway Corporation, Daytona International Speedway and the DAYTONA Rising project,” said Alan Batey. “We look forward to enhancing the experience for race fans here in Daytona with the new Chevrolet injector entrance and neighborhood.”

When the DAYTONA Rising project is complete, as it will be by the 2016 Daytona 500, more than 100,000 new seats will stretch from near the end of turn 4 to the beginning of turn 1. For this weekend's NASCAR Xfinity and Sprint Cup races, just over 50,000 of the new seats will be at the turn 1 and turn 4 ends of the grandstand -- the area in the middle, on both sides of the start-finish line, are under construction and no one will be seated there.

The suites and press box have been removed from the top of the grandstand -- the track has built a temporary elevated structure for NBC TV broadcasters, but all other media will have to watch the race on TVs.   

So long, Superstretch seats

After this weekend, the "Superstretch" grandstands on the back straight will be dismantled. The end result will be a substantial reduction in total seating capacity, but, Chitwood said, a far more comfortable and entertaining fan experience for customers after the first of the year. 

Chitwood also said that the track has made multiple safety improvements in the wake of Kyle Busch's serious leg injuries there during a crash in the Xfinity race in February, where his car struck a part of the infield wall that was not protected by SAFER barriers. "We've done a lot of work on the track since then -- both outside, and inside."

 

shares
comments
From Goodwood to Daytona, Bobby Labonte is back in a Cup car
Previous article

From Goodwood to Daytona, Bobby Labonte is back in a Cup car

Next article

NASCAR strengthens stance on Confederate flag

NASCAR strengthens stance on Confederate flag
Load comments
How Larson took the long way round to NASCAR Cup glory Prime

How Larson took the long way round to NASCAR Cup glory

From villain to hero, Kyle Larson had to reach his lifelong goal the hard way and go through a very public shaming after a ban for using a racial slur, but his talents shone long before his name grabbed the headlines...

NASCAR Cup
Nov 10, 2021
How NASCAR is gearing up for its "biggest change" in 2022 Prime

How NASCAR is gearing up for its "biggest change" in 2022

It’s not just Formula 1 that’s set for upheaval in 2022, as the NASCAR Cup series adopts its Next Gen cars that will cast any in-built advantages aside and require teams to adopt a totally new way of operating. Far more than just a change of machinery, the new cars amount to a shift in NASCAR's core philosophy

NASCAR Cup
Oct 12, 2021
Why Bubba Wallace’s Talladega win is such a big moment for NASCAR Prime

Why Bubba Wallace’s Talladega win is such a big moment for NASCAR

Bubba Wallace claimed his maiden NASCAR Cup Series at Talladega on Monday to become the first Black victor in the category since Wendell Scott in 1963. Both Wallace and Scott had faced obstacles and racism in their paths to their breakthrough wins, and NASCAR is trying to put it right with its range of diversity programmes

NASCAR Cup
Oct 5, 2021
Why NASCAR's most resilient driver has landed on his feet at 23XI Prime

Why NASCAR's most resilient driver has landed on his feet at 23XI

In a career that has had many ups and downs, Kurt Busch has been written off many times before. But facing career uncertainty after the sale of Chip Ganassi's NASCAR team, the 2004 Cup champion has found a new berth at Denny Hamlin and Michael Jordan's 23XI organization - which underlines his enduring value

NASCAR Cup
Aug 31, 2021
From the archive: Dale Earnhardt’s final Autosport interview Prime

From the archive: Dale Earnhardt’s final Autosport interview

The death of Dale Earnhardt in the 2001 Daytona 500 shocked NASCAR to the core. At the Daytona 24 Hours, two weeks before his fatal accident, ‘The Intimidator’ shared his expectations of challenging for an eighth Cup title with JONATHAN INGRAM, in an article first published in the 15 February 2001 issue of Autosport magazine. Little did we know then what tragedy would unfold…

NASCAR Cup
Feb 18, 2021
The lasting NASCAR legacy after Dale Earnhardt’s death Prime

The lasting NASCAR legacy after Dale Earnhardt’s death

On February 18, 2001, seven-time NASCAR Cup champion Dale Earnhardt – the fearless ‘Intimidator’ – was in his element at Daytona International Speedway. While his own DEI team’s cars ran 1-2 towards the finish line, his famed #3 Richard Childress Racing Chevrolet Monte Carlo was playing rear gunner to block any late runs from the chasing pack. As the cars tore through Turns 3 and 4 on that fateful final lap, Earnhardt maintained the strongarm tactics that encapsulated his persona… but his actions in those moments sadly proved to be his last.

NASCAR Cup
Feb 18, 2021
Inspired by Pitbull, the “revolution” sweeping through NASCAR Prime

Inspired by Pitbull, the “revolution” sweeping through NASCAR

The NASCAR Cup Series is changing. Whether it be the gradual morphing out the seasoned drivers of yesterday as the next generation step up, a radical calendar shake-up featuring more road courses than ever before and the prospect of an all-new car on the horizon, stock car racing’s highest level is nearing the end of a huge facelift.

NASCAR Cup
Feb 16, 2021
The NASCAR storylines to watch out for in 2021 Prime

The NASCAR storylines to watch out for in 2021

This weekend's Daytona 500 kickstarts a NASCAR Cup season that promises plenty of intrigue courtesy of new owners and a refreshed calendar. Here's what you need to know ahead of the new season…

NASCAR Cup
Feb 13, 2021