ISC Launches Daytona Elite Aftermarket Automotive Brand


DAYTONA BEACH, Fla. – July 13, 2009 – International Speedway Corporation (“ISC”) today announced the launch of DAYTONA Elite™, a new automotive aftermarket brand and license platform named after the world famous Daytona International Speedway.

“This program creates a perfect synergy as DAYTONA boasts nearly unmatched brand equity in motorsports and is globally recognized for speed, performance, history and prestige.” stated ISC Vice President and Chief Marketing Officer Daryl Q. Wolfe.  “The DAYTONA Elite platform will be positioned around high end premium products across a wide variety of categories in the automotive aftermarket.  It not only establishes an instantly credible brand name, but also provides direct marketing opportunities for our partners.  These manufacturers will have the ability to leverage our at-track assets to activate around motorsports events at our thirteen motorsports facilities across the country.”

The DAYTONA Elite platform will provide multiple brand applications to potential licensees, from a fully-branded program to a product endorsement, which enhances the flexibility of the program to drive sales with both do-it-yourselfers and professional installers. 

The Company expects to announce its first partner in this program in the coming weeks, and hopes to grow the product portfolio steadily in the future.

“For ISC, this program demonstrates our ability to leverage the value of our existing assets to drive additional revenue opportunities for the Company,” said Wolfe.

ISC has been working with Charlotte, NC, based BrandAdventure to develop the DAYTONA Elite program.

International Speedway Corporation is a leading promoter of motorsports activities, currently promoting more than 100 racing events annually as well as numerous other motorsports-related activities.  The Company owns and/or operates 13 of the nation’s major motorsports entertainment facilities, including Daytona International Speedway® in Florida (home of the DAYTONA 500®); Talladega Superspeedway® in Alabama; Michigan International Speedway® located outside Detroit; Richmond International Raceway® in Virginia; Auto Club Speedway of Southern CaliforniaSM near Los Angeles; Kansas Speedway® in Kansas City, Kansas; Phoenix International Raceway® in Arizona; Chicagoland Speedway® and Route 66 RacewaySM near Chicago, Illinois;  Homestead-Miami SpeedwaySM in Florida; Martinsville Speedway® in Virginia; Darlington Raceway® in South Carolina; and Watkins Glen International® in New York.  In addition, ISC promotes major motorsports activities in Montreal, Quebec, through its wholly owned subsidiary, Stock-Car Montreal.

The Company also owns and operates MRN® Radio, the nation's largest independent sports radio network; the DAYTONA 500 ExperienceSM, the “Ultimate Motorsports Attraction” in Daytona Beach, Florida, and official attraction of NASCAR®; and Americrown Service CorporationSM, a subsidiary that provides catering services, food and beverage concessions, and produces and markets motorsports-related merchandise.  In addition, ISC has an indirect 50 percent interest in Motorsports Authentics®, which markets and distributes motorsports-related merchandise licensed by certain competitors in NASCAR racing.  For more information, visit the Company's Web site at 

Statements made in this release that express the Company's or management's beliefs or expectations and which are not historical facts or which are applied prospectively are forward-looking statements. It is important to note that the Company's actual results could differ materially from those contained in or implied by such forward-looking statements. The Company's results could be impacted by risk factors, including, but not limited to, weather surrounding racing events, government regulations, economic conditions, consumer and corporate spending, military actions, air travel and national or local catastrophic events. Additional information concerning factors that could cause actual results to differ materially from those in the forward-looking statements is contained from time to time in the Company’s SEC filings including, but not limited to, the 10-K and subsequent 10-Qs. Copies of those filings are available from the Company and the SEC. The Company undertakes no obligation to release publicly any revisions to these forward-looking statements that may be needed to reflect events or circumstances after the date hereof or to reflect the occurrence of unanticipated events. The inclusion of any statement in this release does not constitute an admission by International Speedway or any other person that the events or circumstances described in such statement are material.

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