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Thursday, February 29, 2024

Speedway Motorsports Incorporated collaborates with ISM Connect

Company will put up screens and sponsor race.

ISM Vision and Connect at Daytona Int’l Speedway in February (Photo via ICX Association)

Speedway Motorsports Incorporated is the parent company to eight NASCAR sanctioned racetracks — and in June, SMI partnered with the world’s largest digital venue activation, ISM Connect. SMI’s will debut the technology on June 25th for the Toyota/SaveMart 350 at Sonoma Raceway — NASCAR’s first road course race of the year. By 2018, all eight facilities will have the technology.

According to NESN, ISM Connect will sponsor the final fall race at New Hampshire Motor Speedway in the ISM Connect 300. NHMS Vice President David McGrath says SMI’s outreach has always had a fans-first philosophy, and the partnerships lands hand-in-hand.

Released yesterday, NASCAR and NHMS unveiled its fall race sponsorship (Image via PR Web)

ISM Connect is essentially intelligent TV screens that provide digital advertising for venues and fans. The technology combines with an app for fans to engage in interactive content. ISM Connect is not limited to sports, or just NASCAR for that matter, but will provide live schedules, traffic updates and weather. All of these opportunities, in addition to being at the track provide marketing opportunities that go beyond sports.

“Working alongside great venues like New Hampshire Speedway, ISM Connect aims to enhance the experience for event attendees by giving them a new way to engage with relevant content that provides value to the fan as well as to sponsors,” said ISM CEO Kent Heyman.


The TV screens, powered by BoldVu, outdoor LCD displays will feature 200 connected displays along with 86 inch UHD displays inside of waterproof casings. Placement will depend on a ‘heat map’ of the largest congregations at the track.

“By verticalizing the consumer journey throughout the entire venue, ISM Connect is improving the visitors’ experience and creating an approach to venue engagement that generates new and sustainable revenue streams, and delivers enhanced demographic data to advertisers within targeted consumer verticals,” ISM Connect President Jeff Hutchins said.

ISM at Pocono, another ISC track. Photo via @ISM_NETWORKS Twitter

ISM is not new to NASCAR, rather SMI racetracks. ISM has partnered with International Speedway Corporation in the past. At Talladega Superspeedway, ISM Vision with BoldVu aligned five colossal screens on the front-stretch to provide fans with down to the second updates of the race and unique camera angles, all in clear HD. The technology is compatible with Motor Racing Network, MRN’s mobile smartphone app.


NASCAR continues to breakthrough for fans’ experience and marketing opportunities. Technology such as these allow fans at the race to make the most of the trip and learn a thing or two.

NASCAR heads back to California to race in Wine Country at 12-turn Sonoma Raceway in the Toyota/SaveMart 350.

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