Two world-class organizations, Daytona International Speedway and Rolex, announced today a partnership that extends the iconic watch brand’s role as the title sponsor of the annual Rolex 24 At Daytona sports car race and Official Timepiece of Daytona International Speedway. The expanded partnership will also afford Rolex with naming rights for the new frontstretch lounge and suite level associated with the DAYTONA Rising redevelopment project (scheduled to open in January 2016) and enhanced branding opportunities throughout the redeveloped Speedway. 

Rolex has been indelibly connected to the Speedway’s rich history since 1963 when it began dedicating its Oyster Perpetual Cosmograph Daytona to winning drivers at “The World Center of Racing.” The Cosmograph Daytona still remains the face of the legendary Rolex 24 At Daytona as Rolex prepares to celebrate its 23rd year as title sponsor of the race. Both organizations are eager to accelerate the next chapter of their partnership, one that has stood the test of time.  

“Rolex and Daytona International Speedway remain committed to innovation and excellence,” said Stewart Wicht, President and CEO of Rolex Watch USA. “Expanding our partnership to include the DAYTONA Rising project provides us with an unprecedented platform to showcase our brand.”

“We’re so proud of our history with Rolex and look forward to creating more memorable experiences in the years ahead,” said Daytona International Speedway President Joie Chitwood III. “We’ll continue to push the boundaries and elevate the overall experience for our guests through DAYTONA Rising.”

 Rolex Lounge

About DAYTONA Rising

DAYTONA Rising is a $400 million reimagining of an American icon – Daytona International Speedway. Five expanded and redesigned entrances, or “injectors,” will lead fans to a series of escalators and elevators, transporting them to three different concourse levels. Each level features spacious social areas, or “neighborhoods,” along the nearly mile-long frontstretch. At the conclusion of the redevelopment, Daytona International Speedway will have approximately 101,000 permanent, wider and more comfortable seats, twice as many restrooms and three times as many concession stands. In addition, the Speedway will feature over 60 luxury suites with track side views and a completely revamped hospitality experience for corporate guests. DAYTONA Rising: Reimagining an American Icon, expected to create 6,300 jobs, $300 million in labor income and over $80 million in tax revenue, will be completed in time for the 2016 Rolex 24 At Daytona and DAYTONA 500. Construction of DAYTONA Rising was recently cited as a primary source of expected growth in the Deltona, Fla., MSA as part of ManpowerGroup’s Employment Outlook Survey. 

Toyota and Florida Hospital are Founding Partners of DAYTONA Rising, joining the Speedway to help provide the very best experience for fans through more than 40,000 total square feet of engagement areas, branding rights for two of the injectors/entrances and two of the new neighborhoods.  

Barton Malow is serving as the design-builder for the project. In addition to DAYTONA Rising, Barton Malow has renovated the University of Michigan “Big House” and the Rose Bowl. 

ROSSETTI, an award-winning architectural design and planning firm for the past 40 years, which headed the design for Ford Field NFL Stadium, University of Notre Dame Compton Family Ice Arena and five Major League Soccer Stadiums, is leading the master planning of the DAYTONA Rising site. 

Race fans can follow the progress of the DAYTONA Rising project by visiting www.DAYTONARising.com and connecting with Daytona International Speedway on Twitter, Facebook and Pinterest. Also, fans can see the construction project up close by taking one of the daily tours available at the Speedway on non-event days throughout the year. Visit www.daytonainternationalspeedway.com/tours or the Speedway Ticket and Tours Building for more information. For tickets and more information on Daytona International Speedway events, visit www.daytonainternationalspeedway.com or call 1-800-PITSHOP.  

About Daytona International Speedway

Daytona International Speedway is the home of "The Great American Race" - the DAYTONA 500. Though the season-opening NASCAR Sprint Cup event garners most of the attention - as well as the largest audience in motorsports - the approximately 500-acre motorsports complex boasts the most diverse schedule of racing on the globe, thus earning it the title of "World Center of Racing." In addition to eight major weekends of racing activity, rarely a week goes by that the Speedway grounds are not used for events that include civic and social gatherings, car shows, photo shoots, production vehicle testing and police motorcycle training.