This year is shaping up to be massive for the raceway that resides in the Valley of the Sun. In addition to being the new host of NASCAR’s Championship Weekend, president Julie Giese announced the track formerly known as ISM Raceway will be returning to it’s roots and be re-named Phoenix Raceway.
This news should come as a surprise, because when the Arizona-based track underwent it’s $178 million renovations, a multi-year deal was made with ISM Connect for the naming rights beginning in 2018. While specifics on the change back have not been revealed, Giese assured race fans this would in no way effect the vast amenities that are offered throughout the infield and around the track.
Overall, this is a great decision by Giese to re-brand the iconic West Coast track. ISM Raceway was the one of two tracks (the other being Auto Club Speedway) on the NASCAR Cup Series circuit that had a title sponsor for the track instead of it’s geographical location.
While this isn’t a huge deal to not have a title sponsor for the track, it will certainly help viewers at home (specifically, the ones watching the season finale at home with little or no NASCAR knowledge) realize that the action taking place on television is in Arizona. There’s no mistaking the unique LED cactus flag stand and the gorgeous desert backdrop surrounding the track, but in sports branding, identity is everything. This is a great marketing strategy that should expose Arizona-natives and those out of state to Phoenix Raceway.
Since the 1-mile speedway hosted it’s first NASCAR event in 1978 as Phoenix International Raceway, the track has undergone three different track titles (Jeff Gordon Raceway, ISM Raceway) – let’s hope Phoenix Raceway is here to stay.
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