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he Australian Racing Drivers’ Club (ARDC) has announced a new 10-year investment partnership with global technology company, PMY Group.
As part of the new partnership, PMY has invested $4 million into a first-of-its-kind digital experience project at Sydney Motorsport Park.
The transformation will see LED displays and integrated television and lightning systems light the venue and creating greater opportunities for brand exposure and engagement in-venue and for broadcast audiences.
In the upgrade, PMY’s Smart Operating Platform will also be installed at Sydney Motorsport Park to enable venue management to monitor technology, analyse data, automate communications and operations, and predict crowd behaviour.
PMY managing director, Paul Yeomans, said: “PMY is thrilled to partner with the ARDC to deliver what we expect to be a game changer at Sydney Motorsport Park and in the world of motorsport.”
“Our world-class technology solution is focused on enhancing the race day experience through high-impact engagement concepts, dynamic brand, content and sponsor integrations and the latest in venue centric operational intelligence.
“We can’t wait to see it in action,” Yeomans said.
ARDC CEO, Glenn Matthews, said the investment adds to the multi-million-dollar investment into the venue by the NSW Government in 2019.
“This partnership with PMY not only benefits motorsport, but a broad range of stakeholders in motorsport including local business and tourism, driver training, on-site engineering and education, and much more,” Matthews said.
“Our offering will now stack up against the world’s best, being the only Australian racetrack with permanent lightning and being able to offer 24/7 unique and engaging event opportunities,” he said.
Supercars CEO, Sean Seamer, said ahead of the Repco Supercars Championship Sydney SuperNight in August: “Sydney Motorsport Park is a world-class motorsport facility, and this new technology offering will take the fan experience at the Sydney SuperNight event to another level for our fans at the venue, along with the millions of viewers around the world who watch the event every year.”
To support the investment, LG Electronics has signed on as the official consumer electronics partner of Sydney Motorsport Park and will supply the LED displays for the upgrade.
