International Speedway Corporation (ISC) (Nasdaq/NM: ISCA; OTC Bulletin Board: ISCB), a leading promoter of motorsports activities, today announced the company and related subsidiaries have entered into strategic, long-term marketing agreements with Gatorade Thirst Quencher running through 2008. The deal is considered the single largest marketing partnership in ISC history.
In addition to sponsorship / rights fees paid to ISC, Gatorade will support its position through themed advertising, promotion and / or other mutually agreed upon marketing support. Financial terms of the agreement were not released.
Under terms of the agreement, Gatorade is designated ‘Official Sports Beverage’ of ISC facilities and is granted exclusive ‘Official Sports Beverage of Victory Lanes’ status effective immediately at:
* Darlington Raceway in South Carolina
* Daytona International Speedway in Florida
* Homestead-Miami Speedway in Florida
* Kansas Speedway in Kansas City, Kansas
* Phoenix International Raceway in Arizona
* Richmond International Raceway in Virginia
* Talladega Superspeedway in Alabama
* Watkins Glen International in New York
* Chicagoland Speedway in Illinois, in which ISC holds an indirect 37.5 percent interest
In addition to the facilities noted above, positions will begin in 2003 at:
* California Speedway near Los Angeles
* Michigan International Speedway near Detroit
* Nazareth Speedway in Pennsylvania
* North Carolina Speedway in Rockingham
Throughout the term of the deal, Gatorade will continue to serve as title sponsor of the NASCAR Winston Cup Series’ Gatorade 125s and retain its position as Founding Sponsor of DAYTONA USA®. In addition, at the beginning of each year, Gatorade will be granted title rights to three NASCAR Winston Cup Series Pole Days / Nights and to two Indy Racing League Pole Days / Nights at ISC facilities.
As part of the multi-year agreements, Gatorade will be provided marketing platforms to showcase its products to millions of brand‑loyal fans attending ISC events each year. Gatorade will also benefit from official status and on‑site display space rights, enabling them to leverage speedway and event marks.
James C. France, President and Chief Operating Officer of ISC, commented, ‘This agreement represents another substantial long-term commitment with a major corporation that recognizes the attractiveness of our company’s national footprint and the strong fan demographics delivered by our events. Gatorade has been an important partner and we look forward to working with them on an even more substantial level as we develop future growth opportunities within the industry.’
Paul D. H. Phipps, ISC Vice President of Sales and Marketing, added, ‘We are excited to expand our strategic working relationship which began more than a decade ago. With premier marketing partners such as Gatorade, we continue to build our brands and offer quality products to the many guests which visit our facilities.’
While the agreement is effective immediately, at the present time ISC does not expect to realize significant revenue contribution from the agreement in fiscal 2002. ISC will include the contribution from the agreement for next fiscal year when it provides full financial guidance for its anticipated 2003 results later this year.
The announcement was made at Kansas Speedway on Friday by Phipps, Jeff Boerger, President of Kansas Speedway and Tom Fox, Vice President of Sports Marketing for Gatorade. Kansas Speedway is the site of this weekend’s NASCAR Winston Cup Series’ Protection One 400 and NASCAR’s Busch Series’ Mr. Goodcents 300.
For further information please contact:
David Talley
Director Corporate Communications
International Speedway Corporation
T: 386-947-6693
F: 386-947-6630
E: dtalley@iscmotorsports.com