Sponsorship Activation

In 2016, Daytona International Speedway capped off a massive $400-million-dollar renovation project known as “Daytona Rising” in preparation for the Daytona 500. The expansion added 5 new entry gates, called Injectors, to the already impressive façade. These gates act as brand introductions for each sponsorship activation and help drive fans into the concourse where the fan experience and brand experience continues.

Rossetti Architecture and Dimensional Innovations joined forces to help Sunoco, one of the injector sponsors. Sunoco, known as the “Official Fuel of NASCAR” and a leading fuel provider, wanted to create a truly unique fan experience and provide a brand introduction through their designated entrance and the adjacent concourse.


Sq. Ft. LED Checkered Flag


RPM motion-activated Oil Tanker


Degree Iconic Victory Footage

Dimensional Innovations created unique elements for Sunoco inside the concourse including multiple custom fuel tankers that activate the concourse with powerful video, LED lighting displays and other storytelling elements. The huge tankers fully immerse the viewer, enticing them to stop and take photos and videos to share their experience on social media as they make their way to their seat.

The sponsorship activation also includes a Victory Flag, which is a massive 25’ x 40’ aluminum structure that evokes the end of the race’s iconic flag wave. Not only did Dimensional Innovations design, engineer, build and install the flag in less than 60 days, but it also includes 2,000 RGB LEDs and custom woven wire mesh, and a race inspired silver metallic automotive finish. Every single part of the flag is unique, creating a truly one-of-a-kind feature for the Sunoco brand.

These items helped Sunoco wave the victory flag at a truly powerful brand footprint at Daytona International Speedway.