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Report: ISM Buys Naming Rights to Phoenix Raceway

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According to a report on Azcentral.com, Ingenuity Sun Media has bought the naming rights to Phoenix Raceway in a 10-year deal that could see an investment of nearly $100 million over that period.

“ISM’s Connect network will provide digital display screens, interactive fan experiences, a mobile app and social-media integrations throughout the facility, including in the new pedestrian tunnel connecting the infield and grandstands,” Azcentral.com reported. The full story is here.

Based in Randolph, N.J., ISM “has created the world’s first and most energy efficient, solar-power-assisted, digital, outdoor marketing and advertising network for malls, shopping centers, entertainment venues, stadiums and other consumer gathering public places,” according to the company’s LinkedIn profile.

ISM already has deals in place with International Speedway Corp. and Speedway Motorsports Inc., the two largest track operators in NASCAR, to provide digital display video boards at its tracks.

In addition, ISM Connect was also the title sponsor of Sunday’s Monster Energy NASCAR Cup Series race at New Hampshire Motor Speedway, which was won by Kyle Busch.

Of greater significance, perhaps, is that Phoenix will become just the second of 23 tracks the Cup Series races at to have a title sponsor, the other being Auto Club Speedway in Fontana, Calif.

The timing is good, too, as Phoenix is undergoing a $178 million renovation, scheduled to be completed by November 2018.

A formal announcement of the deal is expected Tuesday.

Tom Jensen

Tom Jensen is a veteran motorsports journalist. He spent 13 years with FOXSports.com, where he was Digital Content Manager. Previously, he was executive editor of NASCAR Scene and managing editor of National Speed Sport News. Jensen served as the president of the National Motorsports Press Association and is the group’s former Writer of the Year.