NTT And NTT DATA Extend INDYCAR Partnership With Expanded AI And Data Capabilities
NTT, Inc. and NTT DATA Group Corporation have renewed their sponsorship of the NTT INDYCAR SERIES through a new multi-year agreement, marking the next phase of a long-standing technology partnership with Penske Entertainment. The renewed deal expands NTT’s role beyond race analytics and fan engagement, bringing advanced artificial intelligence and data-driven capabilities to INDYCAR operations, the Indianapolis Motor Speedway (IMS), and major events across the Penske Entertainment portfolio.
The agreement reinforces NTT and NTT DATA’s position as the Official Technology Partner for INDYCAR, the NTT INDYCAR SERIES, IMS, the Indianapolis 500, and the NASCAR Brickyard Weekend.
Expanding AI Across Racing Operations
Under the renewed partnership, NTT and NTT DATA will provide AI-driven operations, real-time decision intelligence, and emissions visibility tools designed to enhance efficiency across racing and venue management.
During a typical race weekend, including the Indianapolis 500, the NTT INDYCAR SERIES generates billions of real-time data points from vehicles, teams, and track operations. NTT DATA transforms this information into actionable insights that support race control, operational teams, broadcasters, and event planners, enabling faster and more informed decision-making.
Akira Shimada, President and Chief Executive Officer of NTT, said the partnership has evolved from series-level analytics into a broader AI and data intelligence collaboration. He noted that the company continues to support race-day analytics while also delivering AI-driven intelligence that enhances safety, sustainability, and operational decision-making.
Enhancing The Fan Experience Through AI
A major focus of the partnership is improving fan engagement through AI-powered digital experiences. Penske Entertainment and NTT DATA have introduced “Up To Speed,” a new AI-driven feature that delivers personalised and dynamic race insights to fans.
The feature is now available through the INDYCAR App powered by NTT DATA and forms part of a wider strategy to provide richer real-time data, content, and digital experiences throughout the season.
The reimagined INDYCAR App has attracted more than 700,000 new users since its relaunch in 2023. As a result, overall app usage has increased by more than 30 per cent, with fans from over 100 countries using the platform. This growth reflects rising international interest in the sport and highlights the role of digital innovation in expanding audience engagement.
Advancing Sustainability And Safety Initiatives
Beyond fan engagement, the partnership is also supporting Penske Entertainment’s sustainability goals. NTT DATA has strengthened emissions tracking and accountability through automated data collection and carbon accounting capabilities that support the “Racing toward Zero” initiative.
The technology helps more than 100 participating organisations and partners streamline emissions reporting, reduce data gaps, and improve visibility into environmental performance.
In addition, AI-driven venue solutions at the Indianapolis Motor Speedway are helping improve operational safety and efficiency across the 1,000-acre facility. Using predictive modelling, advanced connectivity, and analytics, these solutions support crowd management, traffic planning, and real-time operational decisions.
With annual attendance exceeding 350,000 spectators and consecutive sold-out Indianapolis 500 events in 2025 and 2026, the technology plays a critical role in delivering a safe and seamless experience for fans.
Long-Term Commitment To Innovation
Roger Penske, Founder and Chairman of Penske Corporation, described the partnership as a key component of INDYCAR’s continued growth. He said NTT’s expertise in AI, digital business, and technology services has become integral to fan engagement strategies and the customer experience at the Indianapolis Motor Speedway.
The renewed agreement follows a period of strong momentum for INDYCAR and Penske Entertainment, driven in part by the ongoing integration of advanced data, connectivity, and AI technologies. Looking ahead, NTT and NTT DATA will continue supporting the sport’s digital transformation while helping enhance performance, sustainability, and fan engagement across the racing ecosystem.