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BUSINESS BEAT: MIS teams with Michigan businesses to provide economic boost this weekend

Pure Michigan 400, Michigan International Speedway
Pure Michigan 400, Michigan International Speedway

BROOKLYN, MI (WTVB) - Not only is Michigan International Speedway a destination multiple times a year for NASCAR fans from around the world, it serves as a valuable business partner to companies across the state. NASCAR’s fastest track is the largest welcome center in Michigan every year, twice a year. Thousands of guests make their way to the Irish Hills in June and August when the NASCAR Sprint Cup Series comes to town.

The fans who annually travel from all 50 states and 13 countries eat in area restaurants, stay in local hotels, shop at local grocery markets and department stores, rent cars, sightsee, golf and do other things while in town.

In addition, MIS is the largest registered campground in Michigan. The track has more than 8,000 campsites for guests to use on race weekend. Often, fans arrive the week prior to a race and stay through the event before departing for home, spending their vacation in Michigan.

“The local businesses welcome the influx of campers and race fans, many of whom shop for supplies and look for places to explore while they are in the area,” senior director of Corporate Partnerships Josh Burgett says. “It’s awesome for those businesses and we love being a part of it.” 

Businesses from the state of Michigan realize a great opportunity at MIS throughout the year, too. Those companies invest in MIS to grow their brand awareness and market their products to a legion of fans – making Michigan International Speedway truly Pure Michigan.

In 2013, the entitlement sponsors for the two NASCAR Sprint Cup races are a pair of Michigan-based companies – Quicken Loans and Pure Michigan. That continues into the Camping World Truck Series where the Michigan National Guard has partnered with the track as title sponsor for Michigan National Guard 200. The National Guard markets its brand to its target audience through television, radio and print mediums on a state and nationwide basis.  It also gives the organization access to a tremendous social media network already built by MIS and NASCAR.

Fans can literally get a taste of Michigan at the track, as well. Ann Arbor-based Cottage Inn delivers pizzas to campers and hungry race fans. Source One Digital from Muskegon is the official sign company of the speedway. The company handles all of the printing and creative for the large format billboards throughout the track.

Speedway partners align and work together to enhance the fan experience. This spring, four Michigan companies – Michigan International Speedway, Ford, Pure Michigan and Quicken Loans – partnered to unveil the Ford Fusion Energi as the 2013 Official Pace Car at NASCAR’s fastest track. And on fan will have the opportunity to win the pace car as part of the MI Pace Car Sweepstakes during the Pure Michigan 400.

(courtesty Michigan International Speedway-Brad Kuhbander)

 

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