March 26th, 2025
3 min read
Together with Penske Entertainment, we are shaping the future of Sports and Entertainment
Executives from Penske Entertainment explain how NTT is delivering digital innovations for their business that include the sanctioning body of the NTT INDYCAR SERIES and venues such as the iconic Indianapolis Motor Speedway, home of one of the world’s most famous sporting events, the Indianapolis 500. These innovations include the evolution of the INDYCAR Mobile App and the integration of NTT’s proprietary solutions to engage fans worldwide and further their long-standing presence in the world of sports and entertainment.
Powered by NTT
Our innovative solutions transform the business of motorsport and accelerate digital innovation for INDYCAR. Born from the first Indianapolis 500 in 1911, the NTT INDYCAR SERIES features open-wheel cars racing on superspeedways—including the iconic Indianapolis Motor Speedway—short ovals, road courses, and temporary street circuits. More than 20 international race teams pilot single-seat, open-cockpit cars.
Since 2019, NTT has been the title partner of the NTT INDYCAR SERIES as well as the Official Technology Partner for the series. It’s sanctioning body INDYCAR, the Indianapolis Motor Speedway, the Indianapolis 500 race and the NASCAR Brickyard events.
NTT’s technology and digital applications help INDYCAR reach a global and diverse audience, while also enabling smart operations so organizers can deliver a safe and secure sporting events.
Operational Decision Making
We are helping to provide a more positive and consistent experience for attendees at the world’s largest sports venue, the Indianapolis Motor Speedway. NTT Venue Solutions provide event operations and security teams greater ability to optimize their resources in real-time by focusing them on where attendees can benefit the most. This is enabled by fast, data-driven decision-making made possible by predictive insights on crowd congestion, vehicle traffic, and more from NTT’s technology and services implemented at the iconic venue.
Business Transformation
Transformation is essential to INDYCAR’s fan engagement and growth objectives of continuing to be a leader in the motorsports industry. NTT is using technology to transform how organizations such as INDYCAR plan, operate, make decisions, and compete in the digital world. The NTT INDYCAR SERIES® leadership and stakeholders sought to fully exploit digital technologies to improve the race fan experience, but they were uncertain about the best way forward so they sought guidance from NTT to shift. More details about the approach to transformation can be reviewed in the case study: Digitization Shifts to High Gear for the NTT INDYCAR SERIES
Fan Engagement
Some of the fastest racing anywhere with drivers of the NTT INDYCAR SERIES reaching top speeds of over 242 miles per hour. At stake are millions of dollars in prize money over an 18-race season, but because race drivers are fiercely competitive athletes, their biggest motivation is simple: winning. And, for fans, that excitement is contagious, driving growth in attendance and ratings and bucking the trends in the fan bases of other forms of sports and entertainment.
We help enable the NTT INDYCAR SERIES to grow as a sport and keep fans highly engaged with solutions ranging from AI-enabled functions such as INDYCAR “Up To Speed” to the INDYCAR Mobile App Powered by NTT DATA. An immersive experience with real-time race data, media-rich features, and more that allows fans to stay connected to INDYCAR racing 24/7, 365 days per year.
The INDYCAR “Up To Speed” feature is the newest example of innovation. An AI-powered and fully automated fan-first race recap experience for all to use. This generative AI-driven feature transforms complex, real-time race data into a clear, engaging summary of all key race moments that’s easy to consume for all INDYCAR race fans in real-time or as a recap of what has already happened.
NTT’s technology and digital applications are helping INDYCAR reach a global and diverse audience and increase engagement across all mediums including social media, web and television or streaming broadcasts.
Additionally, these solutions are also enabling smarter business operations so organizers can communicate and collaborate more effectively, make fully informed decisions faster, as well as deliver safe and secure sporting events for the NTT INDYCAR SERIES.
Download the official NTT INDYCAR SERIES App, powered by NTT DATA
Enjoy unlimited access for free on any device, whether you’re using a smartphone or tablet. Stay up to date on the latest news, photos and videos of your favorite drivers and teams in America’s premiere open-wheel racing series.
