Phoenix International Raceway is getting a name change as part of a $178 million modernization plan. The move is positioned to turn the venue into an interactive experience for race fans.
But the names “Phoenix” and "International" are going away.
Starting in January, the Avondale facility will be known as ISM Raceway, for the company paying for its naming rights. New Jersey-based ISM Connect specializes in what’s called “smart venue technology” designed to enhance interactivity for fans.
Name change or not, Arizona Gov. Doug Ducey believes the newly retrofitted raceway will be a boon to the state economy.
“It’ll bring in more fans. It’ll bring in young people," Ducey said. "It’ll be able to leverage technology and it just shows that we are place that continues to be open for business and can handle a crowd and make it fun for sports fans of all ages.”
PIR’s $178 million modernization plan is privately financed by the track’s owners International Speedway Corporation.
The facility, which first opened in 1964, is slated to host both NASCAR and Indy Car events next year when its new name, ISM Raceway, goes into effect.
