Digitalization shifts to high gear for the NTT INDYCAR SERIES

Summary

The NTT INDYCAR SERIES® sought digital transformation to drive more growth with guidance and a Smart Sports technology roadmap. Working with NTT, the organization conducted thorough assessments. It 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 Smart Sports technology package that INDYCAR and its industry stakeholders could use from race teams to event venues.

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."

Mapping out a strategic digitalization plan

NTT conducted thorough assessments and 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 Smart Sports 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 strategic plan that would cost-effectively speed up the INDYCAR and IMS organizations' digital transformation roadmap. Envisioned is the development of repeatable Smart Sports 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:

Smart venues

The expansive IMS facility features NTT’s Smart City 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 Leaderboard Powered by NTT, available via broadcast and digital channels.

Smart 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."

• Retains and grows a fan base of over 75 million worldwide
• Identifies new revenue sources via digital enhancements
• Engages fans with increasingly immersive experiences
• Executes a detailed Smart Sports digital maturity game plan
• Deploys greater digitalization in race venues, cars and operations
• Provides a best-practices digitalization model for other sports and venues