BROOKLYN, Mich. — Michigan International Speedway and FireKeepers Casino Hotel have extended their partnership that will keep the casino as the title sponsor for the June Monster Energy NASCAR Cup Series race.
“The FireKeepers Casino 400 is one of the region’s top sporting events and we are proud and excited to extend our title sponsorship with Michigan International Speedway,” FireKeepers Casino Hotel CEO Kathy George said. “The roar of the crowd and dramatic finishes will continue to draw tens of thousands of fans to our region and expand the brand awareness of the award-winning FireKeepers Casino Hotel.”
FireKeepers Casino Hotel has seen the benefits of partnering with Michigan International Speedway since sponsoring pole day in 2014.
The next season, the casino naturally viewed the title sponsor for the Monster Energy NASCAR Cup Series race as a way to increase its involvement in the sport and reach new guests.
And the casino has seen increased returns from its involvement. FireKeepers Casino Hotel utilizes the partnership to market its casino and hotel to the loyal NASCAR fan base both in Michigan and nationwide. In addition, the partnership allows the casino to establish it as a destination for new guests on race weekends.
“The Nottawaseppi Huron Band of the Potawatomi values local partnerships and community outreach and one of the tribe’s biggest collaborations are with Michigan International Speedway,” Tribal Council Chairperson Jamie Stuck said. “Therefore, we are excited to extend our title sponsorship of the FireKeepers Casino 400, which is among the state’s most popular tourism events. We are excited about the future of the FireKeepers Casino 400 and the positive impact it brings to the state of Michigan and FireKeepers Casino Hotel.”
As title sponsor, FireKeepers Casino Hotel will utilize business-to-business opportunities created by its involvement in the sport to market its brand and capabilities to other companies and fans. Taking advantage of television, radio, print and social mediums, FireKeepers Casino plans to create new relationships and continue to expand its fan base.
“We are excited to continue our partnership with FireKeepers Casino Hotel,” track President Rick Brenner said. “It is important to have partners like FireKeepers Casino who share the same philosophies. We are looking forward to working together to provide our guests an awesome experience each June for many years to come.”