Business Marketing

            Rolex Relationship Marketing with Daytona
  
  Rolex has become synonymous with the 24 Hours At Daytona, announced Friday it will continue its sponsorship of the historic race and become a partner in Daytona International Speedway’s new $400 million grandstand redevelopment.

  Under an extended, 11-year partnership agreement, Rolex will have naming rights for the new front-stretch lounge and suite level in the redeveloped grandstand tower, expected to open in time for the 2016 Rolex 24.

  The new lounge and suite boxes are “a perfect place for Rolex to display their brand, especially because that’s the area for our corporate and VIP customers,” said Speedway President Joie Chitwood. “You’re going to see some really great Rolex branding.”