NTT INDYCAR SERIES | Americas | United States | Arts, Entertainment and CASE STUDY Media

NTT INDYCAR SERIES Digitization Shifts to High Gear for Auto Series

To extend its leadership in motor sports entertainment, the NTT INDYCAR SERIES® has accelerated its digital transformation to drive its fan engagement and growth goals with guidance and a “Smart Sports” technology roadmap from NTT.

“Our NTT technology partnership goes far beyond decals on 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.”

Rebecca Ruselink, CIO, Penske Entertainment NTT INDYCAR SERIES | Americas | United States | Arts, Entertainment and CASE STUDY Media

Challenge Solution Outcome

Competing demands for fans’ time, Mapping out a strategic Enriching the fan experience attention and spending digitalization plan with “Smart Sports” technology

Given changing fan preferences NTT conducted a thorough • Engage fans with increasingly for media consumption and assessment and developed a immersive experiences competing demands for fan strategic digital transformation • Retain and grow fan base worldwide attention and share of wallet, the plan that would cost-effectively • Identify new revenue sources via NTT INDYCAR SERIES leadership move the INDYCAR and and stakeholders sought to fully Motor Speedway digital enhancements exploit digital technologies to organizations up the digital • Execute a detailed “Smart Sports” improve race-fan experience, but maturity curve, including digital maturity game plan they were uncertain about the development of a repeatable • Deploy greater digitalization in race best way forward. “Smart Sports” technology venues, cars and operations package that could be used by • Provide a best-practices digitalization INDYCAR, its racing teams and model for other sports and venues Series racing venues. NTT INDYCAR SERIES | Americas | United States | Arts, Entertainment and CASE STUDY Media

Challenge Solution Outcome Competing demands for fans’ time, Mapping out a strategic Enriching the fan experience with “Smart attention and spending digitalization plan Sports” technology

According to Jay Frye, INDYCAR President, the For assistance with its digitalization efforts, From that, they developed a strategic plan that would cost- opportunities for greater digitalization of the fan INDYCAR engaged global industry leader effectively move the INDYCAR and IMS organizations up the NTT. An NTT team of experts conducted a experience are tremendous, from the cars to digitalization maturity curve via a digital transformation thorough baseline assessment of the the raceways to the INDYCAR organization’s roadmap. Envisioned is the development of a repeatable “Smart organization’s existing digital infrastructure, race-day and back-office operations. applications and skillsets. The IMS venue’s Sports” technology package to be used by INDYCAR, its racing operations were included in the teams and other NTT INDYCAR SERIES racing venues, which are Frye explains that INDYCAR revenue is driven by assessment. They also conducted co- independently owned and operated. The package comprises its fans, via ticket and advertising sales as well creation brainstorming sessions with key three core components: as sponsorships and promotions. “That’s why stakeholders across the organizations. extending the thrill of the races and making • Smart Venues: The IMS facility will feature NTT’s Smart City them more immersive and contextualized with technologies, such as HD cameras and sound motion positions and team standings can help us detection, to enhance connectivity, streamline fan entry and retain fans and grow their numbers,” he says. exit, and manage crowds better. “Digitalization will help us do this for fans of all • Fan Engagement: enhancements with the INDYCAR Mobile levels, whether they’re attending their first or App and the INDYCAR Data Experience and IMS Media Wall their hundredth race.” Powered By NTT.

• Smart Operations: To predict, and hopefully help prevent, on- track mishaps and driver performance, NTT will integrate artificial intelligence and data analytics in track operations.