Michigan International Speedway Announces 4FRONT as New Digital Agency of Record


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CHICAGO, IL – May 20, 2019

Michigan International Speedway (MIS) announced a new partnership, making 4FRONT its’ digital media buying agency of record.

As part of the partnership, 4FRONT will handle all of MIS’s digital media strategy and advertising campaigns, to drive measurable ticket sales. 4FRONT has successfully managed nearly 1,000 digital media ticket sales campaigns for leading sports and entertainment properties, with an average return-on-ad-spend (ROAS) of $6 to $1.

“MIS is excited to partner with 4FRONT,” said Rick Brenner, President of MIS. “4FRONT has an unmatched track record in using digital platforms to drive ticket sales and they’re already paying dividends for us. We’ve already seen an immediate impact on ticket sales the first two weeks since we’ve been working with them and expect it to continue to grow.”

MIS joins a growing and diverse portfolio of 4FRONT’s global sports and entertainment digital clients, including the BIG EAST Conference, FELD Entertainment, Oklahoma City Thunder, UFC and fellow ISC track Richmond Raceway. 4FRONT helps these organizations use analytics and paid digital media to grow their fan bases and drive incremental ticket sales.

“4FRONT is thrilled to partner with MIS and accelerate their business to the front of the field. Our team of digital marketers is positioned to drive a new generation of fans to NASCAR’s Most Entertaining Track,” said Derek Striegle Senior Manager of Digital for 4FRONT. “MIS has reimagined what a NASCAR event can be for fans of all ages, from the pre-race Fan Plaza to the post-race concert, from the in-field campgrounds to the premium clubs. 4FRONT will help to showcase these amazing new experiences, through a strategically targeted advertising campaign.”

About MIS
Nestled in the lush Irish Hills of Southeastern Michigan, Michigan International Speedway is a versatile 1,400 plus acre motorsports and entertainment facility that hosts two NASCAR doubleheader weekends, featuring the Monster Energy NASCAR Cup Series, NASCAR XFINITY Series and Gander Outdoors Truck Series. The 2-mile D-shaped oval design traditionally produces the fastest speed on the NASCAR circuit. Throughout the year, the facility hosts over 200 events including various driving schools and other entertainment events. Michigan International Speedway is owned by International Speedway Corporation. It has been the love of NASCAR racing and the thrill of a great time for race fans and drivers alike for 50 years. More information can be found at www.mispeedway.com or on Twitter @MISpeedway

About 4FRONT
Founded in 2007, 4FRONT has evolved from a Chicago-based sponsorship and consultancy firm to a company with offices in Chicago, Dallas and Denver. The company is focused on driving both traditional and non-traditional revenue growth in the sports and entertainment industries. Using their four core competencies of analytics, digital media, innovation and partnership sales; 4FRONT partners with a global roster of clients including the Cleveland Cavaliers, Hendrick Motorsports, IMG College, Minor League Baseball, Oakland Raiders and Richmond Raceway. More information can be found at www.Team4FRONT.com or on Twitter @Team_4FRONT

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