NASCAR announced a new multi-year official agreement with HP, aligning two brands that are committed to innovation. The new alliance designates HP as an Official Technology Partner of NASCAR and marks the expansion of a relationship that began one year ago when the companies collaborated on the development of the Fan and Media Engagement Center (FMEC). The agreement is structured to incentivize continued investment in the FMEC while exploring areas for future innovation throughout the sport.
“The expanded alliance underscores our commitment to accelerate the adoption of cutting-edge technology across our sport,” said Steve Phelps, NASCAR chief marketing officer. “NASCAR has proven to be an effective vehicle to drive innovation and will be a powerful platform for HP to showcase its state-of-the-art products, services and solutions.”
The FMEC formally launched in January 2013 and has already benefitted the NASCAR industry by providing business-impacting information tailored to specific audiences within the NASCAR ecosystem, including race teams, tracks and partners. The state-of-the-art facility enables near real-time analysis and response to traditional, digital and social media. Housed in a 500-square-foot, glass-enclosed area, outfitted with state-of-the-art touch screens, television monitors and multiple seated viewing areas and work stations, the FMEC is the centerpiece to the newly designed offices that house NASCAR Digital.
“As the largest spectator sport in the U.S., NASCAR needs to stay on the cutting-edge of technology to innovate and deliver an engaging, fulfilling experience for its fans around the world,” said Charles Salameh, vice president, HP. “As the only company that can provide access to such a broad portfolio of products and services, HP will work with NASCAR to drive and accelerate innovation.”
As part of this integrated collaboration, HP will make its debut as a member of the NASCAR Fuel For Business Council at the event in San Francisco and participate in a Technology and Innovation panel. The Council brings together an exclusive group of more than 60 Official NASCAR Partners four times per year to buy and sell products and services from one another. This exclusive business-to-business environment offers unique opportunities for many FORTUNE 500 companies to bypass the time and layers of corporate coordination that may exist to construct customized deals that help address specific business needs.
The world’s largest technology company and an industry leader in IT services and product development, HP becomes the second blue-chip brand to join the stable of NASCAR Official Partners in the past two months. According to a recent analysis of sponsors currently in the sport, nearly one-in-four (117) FORTUNE 500 companies use NASCAR as part of their marketing mix. HP currently ranks 15th on the FORTUNE 500 list, joining Official Partners Mobil 1, General Motors, Ford Motor Company and Bank of America as companies that rank in the top 25.
NASCAR PR
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