Daytona Rising


Transforming the world center of racing into America’s first motorsports stadium.

Sunoco has a long and storied history at Daytona International Speedway, one that dates back almost 50 years. When they were approached to become a founding partner of the brand new speedway, they couldn’t pass up an opportunity to continue that legacy. So we built a fan experience like nothing ever seen before.

We worked with Sunoco to brand and activate 200,000 square feet of fan engagement space, quite cleverly dubbed the “fan injector”. We tricked out all 4 floor levels, from the façade all the way to the roof. Our concept merged the present and past, using iconic images to bring the brand to life. From the Sunoco Lola, driven by the late Mark Donahue, to 360 Virtual Reality video that we captured at the NASCAR Victory Lap in Las Vegas, to light and sound shows projected inside oversized Sunoco fuel-tankers. So now when you look up, you can see a live 83 foot kinetic Sunoco Victory Flag made up of thousands of tiny plastic squares that wave in the wind.

The Sunoco Fan Injector. Where the brand’s physical role in the sport, rich history and iconic Victory flag intersect. An immersive, unparalleled branded fan experience.



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