ISM Raceway and Desert Diamond Casinos and Entertainment today announced a multi-year partnership that will give Desert Diamond the naming rights to one of the Raceway’s two new Canyons, the immersive entrances created as part of the recently completed ISM Raceway Project Powered by DC Solar.
Desert Diamond Casinos joins ISM Connect as a title sponsor for the Canyons, which will each provide more than 20,000 square feet of fan engagement and brand activation spanning multiple levels, including the concourse and suite levels. The Canyons provide fans vertical transportation by way of escalators that will conveniently and quickly transport them to their seats. The Desert Diamond Canyon was officially unveiled as part of the raceway’s Opening Weekend celebration November 9, 10 and 11.
"We are excited to partner with Desert Diamond Casinos and Entertainment to continue to make ISM Raceway a premier destination in the West," said Julie Giese, President of ISM Raceway. "We are determined to provide the ultimate fan experience for everyone and Desert Diamond is the ideal partner to help us deliver on our commitment both on and off the track."
As part of its naming rights deal, Desert Diamond Casinos and Entertainment will also become the title sponsor of the NASCAR Xfinity Series semifinal playoff race at ISM Raceway in November 2019 and November 2020.
A leader in world-class gaming, dining and entertainment, Desert Diamond Casinos has locations in Glendale, Tucson, Sahuarita, and Why, Arizona, and is expanding its Glendale location with construction of a $400 million full-scale casino that is expected to be completed in approximately thirteen months.
"ISM Raceway has always been a great track to watch a race, but now with the modernization effort, it will truly become a destination for all visitors, not just race fans," said Rudy Prieto, CEO of the Tohono O’odham Gaming Enterprise. "That’s why we’re excited to be working with them for many years to come as we continue developing our West Valley location into a full-scale casino with even more games and amenities."
— ISM Raceway —