ISM Raceway President Bryan R. Sperber announced today a new multi-year agreement with Crescent Crown to make Miller Lite the new official beer of the race track, beginning at the TicketGuardian 500 race weekend on March 9-11. Together, Miller Lite and ISM Raceway will be partnering to create a fully branded food and beverage experience in the new infield Fan Zone, set to open in November 2018.
“We’re thrilled to announce this partnership with Miller Lite and Crescent Crown,” said Sperber. “Particularly with the new ISM Raceway Project Powered by DC Solar underway, it’s incredibly exciting to have their brands be a part of this historic year for our track.”
Miller Lite is distributed in Arizona by Crescent Crown Distributing, ISM Raceway’s new distribution partner. Crescent Crown is one of the largest alcohol distributors in the country.
“MillerCoors has always been involved in NASCAR, but we at Crescent Crown are really excited for our first opportunity to be a partner at the ISM Raceway in Phoenix,” said Ian Yonushonis, Crescent Crown Vice President of Sales and Marketing. “We are also looking forward to the updates, upgrades, and all the changes ISM is bringing to what will be a cutting edge consumer experience.”
The partnership was announced with the help of Monster Energy NASCAR Cup Series Champion and Miller Lite driver Brad Keselowski. Driver of the No. 2 Miller Lite Ford Fusion for Team Penske, Keselowski appeared in Phoenix to promote the TicketGuardian 500. The Monster Energy NASCAR Cup Series TicketGuardian 500 race weekend marks the beginning of the partnership between ISM Raceway and the Miller brand, and launches the original light beer popular with race fans as the official beer of the track.
“We are thrilled to join Crescent Crown Distributing in this partnership with ISM Raceway,” said Dave Mickschl, MillerCoors Marketing Manager. “This is a particularly exciting time for the venue as they undergo a number of renovation projects, and we’ll ensure that our brands also enhance what is sure to be a top-notch fan experience.”
To celebrate the announcement, ISM Raceway is offering fans a special “Going for 2” deal for two tickets to the upcoming TicketGuardian 500 on March 11 for just $99. The offer is available until Wednesday, Feb. 7 at midnight and is limited to the first 222 fans.
Tickets to the entire TicketGuardian 500 race weekend on March 9-11 are available online at ISMRaceway.com, by phone at 1-866-408-RACE (7223) or in person at the ISM Raceway ticket office.
ISM Raceway PR
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