The racing offseason has seen one surprise after another. On Friday, another shock announcement came out of left field — this time it involved a race track. Phoenix Raceway unveiled that their recent deal with ISM Connect in terms of the naming rights of the race track was terminated eight years early.
See, ISM Connect was heading into their third year of a 10 year partnership for naming rights of the 1-mile Arizona oval. It was announced in 2017 that for the 2018 season and beyond, Phoenix Raceway would become ISM Raceway.
Now, it’s shifting back to Phoenix Raceway once again.
“Phoenix Raceway and ISM Connect have mutually agreed to restructure their relationship and will discontinue its naming rights partnership,” the track said in a statement on Friday afternoon. “We look forward to transitioning back to Phoenix Raceway, a brand that has built a strong affinity across the racing community since our opening in 1964. “The repositioning of Phoenix Raceway aligns with NASCAR’s integrated sponsorship strategy and supports ISM Connect’s efforts to shift their focus from brand awareness to delivering their next generation technology at NASCAR facilities. We thank ISM Connect for their partnership as we look forward to a historic season for our track, culminating with the 2020 NASCAR Cup Series Championship at Phoenix Raceway.”
ISM Connect will still stay onboard in various capacities at the track but just won’t have the naming rights moving further. Also, nothing in terms of the fan experience will be hindered due to this new structure too.