The renewed AI partnership between NTT and the NTT INDYCAR SERIES broadens the technology company’s involvement across Penske Entertainment operations. Under the updated multi-year agreement, NTT and NTT DATA will continue serving as Official Technology Partner for INDYCAR, the Indianapolis Motor Speedway, the Indianapolis 500, and NASCAR Brickyard weekend events. Their responsibilities now extend beyond race analytics and fan engagement into operational intelligence powered by artificial intelligence and large-scale data systems.

The agreement introduces expanded AI-driven capabilities across race management, venue operations, and sustainability oversight. NTT and NTT DATA will provide systems supporting real-time decision intelligence, emissions visibility, and operational monitoring throughout INDYCAR and Indianapolis Motor Speedway activities. The companies also said the technology infrastructure will support event planning, race control coordination, and connected operations across Penske Entertainment properties.

Fan engagement remains a central part of the collaboration as INDYCAR increases its use of AI-powered digital services. A new feature called “Up To Speed” has been added to the INDYCAR App powered by NTT DATA, delivering race-related insights through artificial intelligence tools. The platform also includes broader real-time data access, expanded content offerings, and additional digital experiences scheduled throughout the current season. Since the app’s relaunch in 2023, more than 700,000 new users have downloaded the service, while overall usage has climbed by more than 30% across audiences in over 100 countries.

The partnership also focuses heavily on sustainability reporting and operational safety at major racing events. Penske Entertainment’s “Racing toward Zero” initiative now includes emissions tracking supported by automated data collection and carbon accounting systems operating across more than 100 organizations and partners. NTT DATA stated that its tracking platform improves emissions measurement visibility while reducing reporting gaps. At Indianapolis Motor Speedway, AI-powered venue systems use predictive models, connectivity tools, and analytics to assist with crowd movement, traffic coordination, and event safety management across the 1,000-acre facility.

Attendance growth across INDYCAR events has added urgency to the technology deployment strategy. Penske Entertainment reported annual attendance exceeding 350,000 spectators on site, including sold-out races in both 2025 and 2026. NTT DATA said its systems are designed to support large-scale operations while helping deliver consistent event experiences for attendees. Company executives from both organizations described the expanded agreement as a long-term collaboration centered on AI, digital services, operational resilience, and customer engagement throughout the motorsports portfolio.

📊 What This Means (Our Analysis)

This agreement reflects how motorsports organizations are shifting technology partnerships beyond sponsorship branding into operational infrastructure. The expanded role for AI, predictive analytics, and emissions tracking places data systems directly inside race management, venue coordination, and sustainability reporting rather than limiting them to fan-facing experiences alone.

The partnership also highlights how digital engagement has become central to modern sports operations. Growth in app usage, international audience reach, and AI-powered fan features signals that racing organizations increasingly view real-time data services as part of the entertainment product itself, not simply a supporting tool behind the scenes.

📌 Our Take: As live sports operations become more data-driven, partnerships built around AI infrastructure are likely to shape how fans experience events and how venues manage scale.