Multi-Year Agreement Includes DAYTONA 500 Qualifying Day Sponsorship And In-Store Promotional Opportunities

Daytona International Speedway today announced a multi-year partnership extension with The Kroger Co. (NYSE: KR), one of the world’s largest retailers. As part of the partnership, Kroger will serve as the presenting sponsor of DAYTONA 500 Qualifying Day and conduct in-store consumer activation programs across multiple grocery store locations to promote the DAYTONA 500. 

The partnership enables Kroger to be associated with the historic 2016 DAYTONA 500, the first to be held at the Speedway’s new motorsports stadium (as part of the DAYTONA Rising project). Financial terms of the agreement were not disclosed.

“We are thrilled to extend our partnership with International Speedway Corporation across America to our customers, our stores and our divisions,” said Mel Bomprezzi, Vice President of Grocery, Natural Foods & Multi-Cultural for The Kroger Co.  “Our DAYTONA 500 program now features over 100 marquee brands storewide and continues to grow.” 

Kroger will also receive brand exposure opportunities via sponsor signage and promotional display space at the Speedway during DAYTONA 500 Qualifying Day as well as corporate hospitality opportunities for entertaining guests during Speedweeks.  

“We’re thrilled to continue our partnership with Kroger,” said Daytona International Speedway President Joie Chitwood III. “The 2016 DAYTONA 500 will be special and we look forward to working with Kroger to help us promote this historic race as well as future events.” 

In addition to Daytona International Speedway, Kroger will receive signage opportunities at the following International Speedway Corporation venues during NASCAR Sprint Cup Series events:

  • Homestead-Miami SpeedwaySM
  • Darlington Raceway®
  • Talladega Superspeedway®
  • Richmond International Raceway®
  • Martinsville Speedway®
  • Watkins Glen International®
  • Chicagoland Speedway®
  • Michigan International Speedway®


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 also 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 visiting 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 or the Speedway Ticket and Tours Building for more information. For tickets and more information on Daytona International Speedway events, visit 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. 

About Kroger

Kroger, one of the world's largest retailers, employs nearly 400,000 associates who serve customers in 2,623 supermarkets and multi-department stores in 34 states and the District of Columbia under two dozen local banner names including Kroger, City Market, Dillons, Food 4 Less, Fred Meyer, Fry's, Harris Teeter, Jay C, King Soopers, QFC, Ralphs and Smith's.  The company also operates 781 convenience stores, 327 fine jewelry stores, 1,350 supermarket fuel centers and 37 food processing plants in the U.S.  Recognized by Forbes as the most generous company in America, Kroger supports hunger relief, breast cancer awareness, the military and their families, and more than 30,000 schools and community organizations. Kroger contributes food and funds equal to 200 million meals a year through more than 100 Feeding America food bank partners. A leader in supplier diversity, Kroger is a proud member of the Billion Dollar Roundtable and the U.S. Hispanic Chamber's Million Dollar Club.

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