Digitalization shifts to high gear for the NTT INDYCAR SERIES
The NTT INDYCAR SERIES® sought digital transformation to drive more growth with guidance and an innovative technology roadmap. Working with NTT, the organization conducted thorough assessments. NTT developed a strategic digital transformation plan that would cost-effectively move the Penske Entertainment organizations, including INDYCAR and the Indianapolis Motor Speedway (IMS), further up the digital maturity curve, including the development of a repeatable, technology-enabled capabilities that INDYCAR and its industry stakeholders could use from race teams to event venues.
Business Needs
The NTT INDYCAR SERIES® is one of the most competitive racing series in the world. The challenge: competing demands for fans’ time, attention and spending. Given changing fan preferences for media consumption and competing demands for fan attention and share of wallet, the NTT INDYCAR SERIES® leadership and stakeholders sought to fully exploit digital technologies to improve the race fan experience, but they were uncertain about the best way forward.
According to Doug Boles, President, INDYCAR and Indianapolis Motor Speedway, the opportunities for greater digitalization of the fan experience are tremendous, from the cars to the raceways to the INDYCAR organization’s race-day and back-office operations.
Boles explains that INDYCAR's revenue is driven by its fans via ticket and advertising sales, sponsorships and promotions. “That’s why extending the thrill of the races and making them more immersive and contextualized with car positions and team standings can help us retain fans and grow their numbers,” he says. “Digitalization will help us do this for fans of all levels, whether they’re attending their first or their hundredth race.”
Outcomes
- Retains and grows a fan base of over 75 million worldwide
- Identifies new revenue sources via digital and other enhancements
- Engages fans with increasingly immersive experiences
- Executes a detailed digital maturity game plan
- Deploys greater digitalization in race venues, from race cars and across operations
- Provides a best-practices model for other sports and venues
Solution
Mapping out a strategic plan
NTT conducted thorough assessments and developed a digital transformation plan that would cost-effectively move the Penske Entertainment organizations, including INDYCAR and the Indianapolis Motor Speedway (IMS), further up the digital maturity curve, including the development of a repeatable technology package that INDYCAR and its industry stakeholders could use from race teams to event venues.
INDYCAR engaged global industry leader NTT. A team of experts conducted a thorough assessment of the organization’s existing digital infrastructure, applications and skillsets. The operations of the famed IMS venue were included in the overall assessment. Additionally, co-creation brainstorming sessions with key stakeholders across the organizations were completed.
From that, they developed a plan that would cost-effectively speed up the INDYCAR and IMS organizations' digital transformation roadmap. Envisioned is the development of repeatable technology strategies to be used by INDYCAR, its racing teams and other NTT INDYCAR SERIES® racing venues, which are independently owned and operated. The range of solutions comprises three core components:
- Intelligent venues
The expansive IMS facility features NTT DATA’s City and venue technologies, which include HD cameras and sound and motion detection to improve connectivity, streamline fan entry and exit, and better manage crowds.
- Fan engagement
Significant enhancements to the INDYCAR App Powered by NTT DATA, available worldwide, along with new experiences such as INDYCAR Data Insights and the INDYCAR Live Leaderboard Powered by NTT, available via broadcast and digital channels.
- Smarter race operations
To predict and prevent on-track mishaps and score driver performance, NTT is evaluating the integration of artificial intelligence and enhanced data analytics for use in race control to better govern events and their operations.
Rebecca Ruselink, Penske Entertainment CIO, adds, “Our NTT technology partnership goes far beyond decals on cars and event leaderboards. It’s been a hands-on consulting engagement and involves implementation as appropriate, such as the INDYCAR Mobile app. Thanks to our partnership, we can move forward with the greatest confidence.”
About NTT INDYCAR SERIES
INDYCAR is the Indianapolis-based governing body for North America's premier open-wheel auto racing series, the NTT INDYCAR SERIES, and its developmental series, INDY NXT by Firestone. The NTT INDYCAR SERIES features an international field of the world's most versatile drivers who compete on superspeedways, short ovals, street circuits and permanent road courses. The NTT INDYCAR SERIES, INDY NXT by Firestone, the Indianapolis Motor Speedway and IMS Productions are owned by Penske Corporation, a global transportation, automotive and motorsports leader.