NTT, Inc. and NTT DATA Group Corporation have renewed their sponsorship of the NTT INDYCAR SERIES. The multi-year agreement extends the partnership and sees the brand continue as the Official Technology Partner. Under the new agreement, NTT will expand its role further than race analytics and fan engagement, now providing advanced capabilities for both Penske Entertainment and INDYCAR.
“Our partnership has evolved from series-level analytics into an enterprise-wide AI and data intelligence collaboration,” NTT President and CEO Akira Shimada announced upon the renewal. “In addition to powering race‑day analytics and enabling AI‑driven intelligence that supports safety, sustainability and decision‑making, NTT is applying data and AI at scale with our clients and partners to create a more connected, resilient and responsible future.”
AI Drives The Fan Experience
A subsidiary of the corporation, NTT DATA, generates real-time data throughout a race weekend to provide actionable insights that inform race control, operations teams, and broadcast partners. This data helps teams make faster, more precise decisions. And in 2023, NTT DATA helped INDYCAR relaunch its app. Since then, it has seen a 30% increase in fan usage in over 100 countries.
Now, Penske Entertainment and NTT DATA have added a new feature on the INDYCAR App to transform how fans experience the series. ‘Up To Speed’ is an AI-powered feature set to deliver more dynamic race insights to fans. The pairing also is working towards providing more real-time data and content for the fans.
Developing Sustainability and Safety in INDYCAR
Alongside race data and insights, NTT DATA is committed to developing INDYCAR’s safety and sustainability. Through the data collected, the partner has helped the series with its carbon accounting and emissions tracking. Consequently, this has helped the sport work towards Penske Entertainment’s “Racing Towards Zero” campaign. This is their journey to becoming North America’s most sustainable series.
To help with this goal, the company has also used its tracking features to collect a range of data that improves both emissions visibility and operational safety. Furthermore, this goes beyond the track to aspects such as transport and traffic planning.
NTT And INDYCAR
INDYCAR will continue its partnership with NTT, renewing the deal with a multi-year agreement. By working together, their aim is to continue working towards the series’ sustainability goals and to improve how the fans engage with the racing. Through cutting-edge innovation, NTT promotes sustainable futures. As one of the world’s leading AI and digital infrastructure providers, NTT DATA also aims to positively impact society through responsible innovation.
“Their significant expertise as a global leader in AI, digital business and technology services is integral to how we build engagement across INDYCAR’s fanbase and provide a top-notch customer experience at the Racing Capital of the World. This is a partnership based on trust and a shared commitment to innovation and excellence, providing all the foundational attributes necessary for a long-term and highly successful relationship.”
~ Penske Corporation founder and chairman, Roger Penske, on the partnership’s renewal.