Toyota Signs 11 Year Naming Rights Deal With Daytona International Speedway

The Japanese company has announced a $400 million multi-year partnership with the company that operates the legendary Daytona International Speedway – International Speedway Corp.

The partnership would see Toyota the first “Founding Partner” at Daytona International Speedway, as the speed track is currently in the midst of redevelopment project and would see the automaker’s name sitting prominently across various parts of the Speedway.

“This is a unique opportunity for Toyota to elevate our brand in the motor sports community, especially through the Daytona Rising project,” said Bob Carter, senior vice president of automotive operations of Toyota Motor Sales, USA. “ISC and Daytona International Speedway will provide strong platforms to interact with our guests and most importantly, our race fans.”

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MattDarringer - 2/10/2014 10:09:13 AM

-2 Boost

Yeah, painting their name on a building will definitely raise their street cred.

800over - 2/10/2014 12:24:27 PM

+3 Boost

As opposed to every other manufacturer doing the same thing.

Car4Life - 2/10/2014 1:30:18 PM

+1 Boost

Well, good for Toyota and the Daytona Salesperson whom I'm sure will retire after that deal