After 23 years as primary sponsor of the Rolex 24 at Daytona, Rolex will continue in that role after the watch company and Daytona International Speedway announced they are extending their relationship.
The deal also extends the relationship where Rolex is the official timepiece for Daytona.
Terms of the new deal or the length of the new agreement were not announced.
Rolex will also receive naming rights for the new front stretch lounge that is part of the racetrack’s $400 million Daytona Rising facelift, which will be completed in Feb. 2016, as well as additional branding around the track.
Rolex has been giving its vaunted Cosmograph Daytona watches to winners at Daytona events since 1963, and began sponsoring the Rolex 24 in 1992.
“Rolex and Daytona International Speedway remain committed to innovation and excellence,” Rolex Watch USA President and CEO Stewart Wicht said in a statement. “Expanding our partnership to include the Daytona Rising project provides us with an unprecedented platform to showcase our brand.”
Added DIS president Joie Chitwood, “We’re so proud of our history with Rolex and look forward to creating more memorable experiences in the years ahead. We’ll continue to push the boundaries and elevate the overall experience for our guests through Daytona Rising.”
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