August 31st, 2026
3 min read
For nearly a decade, NTT has helped redefine what’s possible in motorsport through data, connectivity and advanced analytics. Today, that partnership is evolving beyond race-day performance to deliver enterprise-wide AI, real-time intelligence and sustainability capabilities across INDYCAR, Indianapolis Motor Speedway (IMS) and the wider Penske Entertainment ecosystem.
As the Official Technology Partner of INDYCAR, the NTT INDYCAR SERIES, IMS, the Indianapolis 500 and NASCAR Brickyard Weekend, NTT and NTT DATA are helping create a smarter, safer and more sustainable future for one of the world’s most iconic motorsports organizations.
Moving Beyond Analytics to Enterprise AI
What began as a collaboration focused on race analytics and fan-facing experiences has evolved into a broader AI and data intelligence partnership. Today, NTT technologies support critical decision-making across race operations, venue management, sustainability initiatives and business operations.
Our partnership has evolved from series level analytics into an enterprise wide AI and data intelligence collaboration. In addition to powering race day analytics and enabling AI-driven intelligence that supports safety, sustainability and decision making, NTT is applying data and AI at scale with our clients and partners to create a more connected, resilient and responsible future.
This evolution reflects a broader trend across sports and entertainment, where organizations are increasingly using AI and advanced analytics not just to improve performance, but to transform the way they operate, make decisions and achieve long-term strategic goals.
Accelerating Sustainability Through Data
Sustainability has become a major focus of the partnership. Working closely with Penske Entertainment, NTT DATA Sustainability Services supports emissions tracking and carbon accounting initiatives that advance INDYCAR’s Racing Toward Zero program. The initiative brings together more than 100 organizations and partners across the motorsport ecosystem to measure and reduce environmental impact.
Using a state-of-the-art emissions tracking platform, Penske Entertainment can streamline data collection, improve reporting accuracy and gain deeper visibility into its environmental footprint. By transforming large volumes of sustainability data into actionable insights, the organization can better assess progress and make more informed environmental decisions.
The initiative demonstrates how collaboration across teams, suppliers, partners and stakeholders can drive meaningful sustainability outcomes at scale.
Creating a Smarter, Safer Indianapolis Motor Speedway
NTT’s focus on intelligence and operational innovation is perhaps most visible at the Indianapolis Motor Speedway. Through NTT DATA’s AI-powered Venue Solutions, IMS can access real-time operational intelligence across its 1,000-acre campus. Advanced connectivity, predictive analytics and digital twin technology help venue operators monitor crowd movement, understand traffic patterns, reduce congestion and enhance event safety.
Since 2021, IMS teams have used these capabilities to support operations during major events, from the Indianapolis 500 to other large-scale public activities. By combining real-time data with AI-driven insights, venue operators can make faster, more informed decisions that improve both operational efficiency and the attendee experience.
Delivering Real-Time Intelligence at Race Speed
The NTT INDYCAR SERIES generates billions of data points during a typical race weekend. Data flows continuously from cars, teams and race operations, creating a rich source of information that can be used to drive better outcomes on and off the track.
NTT DATA transforms this information into actionable intelligence for race control, operations teams, broadcasters and event planners. These capabilities help stakeholders respond more quickly, increase situational awareness and make better-informed decisions in real time.
As motorsport becomes increasingly data-driven, real-time intelligence is playing a critical role in supporting both competitive performance and operational excellence.
AI Innovation Across the Fan Experience
AI is also helping INDYCAR deliver more accessible and engaging digital experiences for fans around the world.
Penske Entertainment and NTT DATA recently introduced Up To Speed, an AI-powered feature within the INDYCAR’s digital channels that transforms race data into easy-to-understand insights and summaries.
The feature is part of a broader strategy to provide solutions such as the INDYCAR Mobile App Powered By NTT DATA to grow the sport by making complex racing information more accessible and helping fans stay connected to the sport all year round.
Since the INDYCAR App’s relaunch in 2023, this immersive experience with its real-time race data and media-rich features has attracted more than 700,000 new users and contributed to an overall usage increase of more than 30%, with fans in more than 100 countries now engaging through the platform.
Driving the Future of Motorsports
From AI-powered decision intelligence and smart venue operations to sustainability measurement and real-time analytics, NTT’s partnership with Penske Entertainment demonstrates how technology is transforming every aspect of a modern sports organization.
By combining data, AI and advanced connectivity, NTT and NTT DATA are helping INDYCAR operate more sustainably, make better decisions and deliver safer, more efficient events. As motorsports continues to evolve, the partnership offers a glimpse into a future where intelligence, automation and responsible innovation are embedded throughout the organization—not just on race day, but across the entire enterprise.
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.
