Luxury watch brand Rolex has signed a multi-year extension to its long-standing title sponsorship agreement with Daytona International Speedway for the annual 24 At Daytona endurance race.
Rolex will serve as the official timepiece of Daytona International Speedway and it gains the naming rights for the new front-stretch lounge and suite level at the track which will launch in January 2016 as part of the Daytona Rising redevelopment programme.
The company will also benefit from enhanced branding opportunities at the revamped Speedway.
Stewart Wicht, president and chief executive of Rolex Watch USA, said: “Expanding our partnership to include the Daytona Rising project provides us with an unprecedented platform to showcase our brand.”
The 2015 24 At Daytona marked the 23rd year of Rolex’s partnership with the race. IndyCar stars Scott Dixon and Tony Kanaan, along with Nascar racers Jamie McMurray and Kyle Larson, sealed overall victory in the event on Sunday.