Anheuser-Busch announced today a multi-year partnership renewal with Daytona International Speedway (DIS) that extends its status as the exclusive official beer sponsor of DIS and the DAYTONA 500. The partnership will also provide Anheuser-Busch with naming rights to four locations within the new motorsports stadium as part of the DAYTONA Rising redevelopment project, which is scheduled to open in January 2016.
Two of the bar locations to be featured in the new “World Center of Racing” central “neighborhood” zone and spacious concourses, while the other two will be located in other parts of the stadium. All four locations will enable Anheuser-Busch to advertise multiple brands from its portfolio of beers including Busch, Budweiser, Bud Light and Stella Artois. Anheuser-Busch will also retain naming rights to the infield area – the Budweiser Bistro.
“Daytona International Speedway has been a tremendous partner for Anheuser-Busch ever since we first introduced the Busch Clash back in 1979, which was held each year at DIS the week prior to the DAYTONA 500,” said Nick Kelly, director of experiential marketing, Anheuser-Busch. “We’re looking forward to continuing this relationship that allows us to have a significant marketing presence at the track, and now we’ll be able to deliver an elevated experience to our fans as a result of the DAYTONA Rising project.”
Anheuser-Busch’s partnership with DIS continues a period of investment and rededication to the sport of racing. The Busch family of beers recently announced it is reigniting its storied past in NASCAR by sponsoring Kevin Harvick and the No. 4 team of Stewart-Haas Racing for select races during the 2016 NASCAR Sprint Cup Series season beginning with the Sprint Unlimited at DIS on Feb. 13. In conjunction, Anheuser-Busch will employ a comprehensive marketing approach to celebrate Busch’s return to the sport of racing, including on-track, experiential, in-market and retail activations, as well as TV spots leading up to the DAYTONA 500.
“We’re thrilled to kick off the next chapter of our longstanding partnership with Anheuser-Busch,” said Daytona International Speedway President Joie Chitwood III. “Our new motorsports stadium will provide enhanced opportunities to market their brands and connect with race fans.”
Anheuser-Busch shares a rich history with the sport of racing as well as DIS, dating back to the late 1970s. This represents the longest-standing partnership for DIS.
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.
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 101,500 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 trackside 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 $85 million in tax revenue, will be completed in time for the 2016 Rolex 24 At Daytona and DAYTONA 500.
Toyota, Florida Hospital, Chevrolet and Sunoco are Founding Partners of DAYTONA Rising, joining the Speedway to help provide the very best experience for fans through more than 80,000 total square feet of engagement areas, branding rights for four of the injectors/entrances and four 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 is the architect for DAYTONA Rising. ROSSETTI is an award-winning architectural design and planning firm with 46 years of expertise in sports and entertainment projects including the Green Bay Packers Titletown, renovations for the Seattle Seahawks at CenturyLink Field, a new headquarters for the LA Lakers, five MLS stadiums and the new retractable roof over the USTA’s Arthur Ashe Stadium.
Race fans can follow the progress of the DAYTONA Rising project by visitingRace fans can follow the progress of the DAYTONA Rising project by visiting www.DAYTONARising.com and connecting with Daytona International Speedway on Twitter, Facebook, Pinterest and YouTube. 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.