What Integrated Measurement Systems does

Indianapolis Motor Speedway (IMS) is a privately held motorsports venue and event operator headquartered in Indianapolis, Indiana, and a wholly owned subsidiary of Penske Entertainment Corp. Founded in 1909, IMS operates a 2.5-mile oval track known as "The Brickyard" and hosts four or more major annual racing events spanning INDYCAR (Indianapolis 500, Sonsio Grand Prix), NASCAR (Brickyard Weekend), IMSA (Battle on the Bricks), and USAC (BC39, Indiana Sprint Week), plus entertainment formats like the Wienie 500. The Indianapolis 500 is the centerpiece asset, drawing 350,000+ attendees and selling out in 2026 for the second consecutive year.

The company's technology stack centers on event management and fan engagement: an IMS Mobile App provides digital ticketing, interactive maps, and event alerts, while a newly deployed Circular OS platform uses AI and blockchain for independently verified recycling tracking at large-scale events. Revenue is generated across five primary streams: ticket sales (ranging from $60 general admission to $4,000+ premium reserved seating), sponsorship and presenting partnerships (led by Gainbridge since 2019), food and beverage via Aramark Sports + Entertainment, parking and camping, and merchandise. The customer base includes motorsports fans, corporate sponsors seeking brand association with the iconic venue, and racing series teams competing at IMS events. Distribution is primarily direct-to-consumer through IMS.com and the mobile app, with international reach enabled by broadcast partnerships spanning FOX Sports, Sky Sports, TSN, and Stan Sport.

Name

Integrated Measurement Systems

Legal name

Indianapolis Motor Speedway, LLC

Website

https://indianapolismotorspeedway.com

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

251–500 employees

Short description

Indianapolis Motor Speedway is a historic motorsports venue in Indianapolis, Indiana, hosting the Indianapolis 500 and multiple racing events annually. It serves motorsports fans, corporate sponsors, and racing series through ticketing, hospitality, broadcasting, and event management services.

Ownership category

akta.pro rank

Product category

Motorsports Venue & Live Event Operations

NAICS

Racetracks (711212), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Tracks & Racing Facilities (MPAKAEAC)

akta.pro secondary industries

Race Tracks, Circuits & Motorsport Venues (MPAKAGAE), Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)

Keywords

• Motorsports venue operations
• Live event ticketing
• Sports hospitality services
• Racing event management
• Venue premium experiences

Headquarters

HQ city

Beaverton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Ticket Sales: Direct sales of tickets for multiple motorsports events including Indy 500, Brickyard 400, IMSA races, and specialty events like the BC39. Revenue generated from general admission, reserved seating, premium hospitality, and event-specific packages.
2. Sponsorship and Presenting Partnerships: Title and presenting sponsorships for events, including Gainbridge as the presenting partner of the Indy 500 since 2019. Partners receive on-site and TV-visible branding, in-venue signage, VIP access, and experiential activations.
3. Food, Beverage, and Hospitality: Aramark Sports + Entertainment provides food, beverage, and premium hospitality offerings. Revenue from concession sales, specialty menu items, collectible merchandise, and premium suite experiences.
4. Parking and Camping: Revenue from paid parking lots and camping passes at IMS events, with varying prices by lot and day of event.
5. Merchandise and Souvenirs: Sale of commemorative items, collectibles like the Souvenir Oil Can Cup, and official merchandise through the IMS shop and at-track retail.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Indianapolis Motor Speedway operates a 2.5-mile motorsports oval in Speedway, Indiana, hosting multiple annual racing events including the Indianapolis 500, Brickyard 400 NASCAR race, Sonsio Grand Prix (INDYCAR), IMSA Battle on the Bricks, Indianapolis 8 Hour, BC39 USAC Midgets, and USAC Indiana Sprint Week. The venue sells race-day tickets, parking, camping, premium hospitality and club packages, pit passes, and official merchandise, while also generating revenue from corporate sponsorships and broadcast rights. It is owned by Penske Entertainment Corp. and operates alongside wholly owned subsidiaries IMS Productions (broadcast) and the INDYCAR Series.

Differentiator

Problem solved

Functional benefit

Brands

• Indy 500 presented by Gainbridge: The Indianapolis 500-mile race, one of motorsport's Triple Crown events
• Brickyard 400
• BC39
• Miller Lite Carb Day

Products and services

• Indianapolis 500 presented by Gainbridge
• Brickyard Weekend (Brickyard 400 / Pennzoil 250)
• BC39 presented by Avanti Windows & Doors
• USAC Indiana Sprint Week
• TireRack.com Battle on the Bricks (IMSA)
• Sonsio Grand Prix (INDYCAR)
• Indianapolis 8 Hour Presented by AWS
• Premium Hospitality, Club & Group Experiences
• Event Parking (Exterior Lots)
• Event Camping (RV / Tent)
• Official IMS Merchandise & Souvenirs
• IMS Mobile App (Digital Ticketing & Guest Experience)

Quantifiable outcome

• 350,000+ attendees at single event
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• GainbridgeflagshipGTM or Marketing Partner · 1 January 2019Presenting sponsor of the Indianapolis 500 since 2019. Gainbridge, an insurance and investment platform, serves as the title sponsor for the Indy 500 presented by Gainbridge. The partnership includes extensive branding, broadcast presence, and co-marketing activations with WNBA star Caitlin Clark as brand ambassador.
• Avanti Windows & DoorscoreGTM or Marketing PartnerPresenting sponsor of the BC39 USAC National Midget Championship event held at The Dirt Track at IMS. Partnership includes event naming rights and promotional support for the June 30-July 1, 2026 event.
• Coca-Cola ConsolidatedcoreStrategic or Co-development PartnerPartner in the Circular OS sustainability initiative at the 2026 Indy 500. Coca-Cola Consolidated supports collection and recovery efforts for beverage containers, contributing to measurable and independently validated recycling data.
• Republic ServicescoreStrategic or Co-development PartnerPartner in Circular OS deployment for independent verification and tracking of landfill diversion. Supports the sustainability initiative to create auditable records of material management for approximately 350,000 annual attendees.
• Circular SolutionscoreTechnology or IntegrationDeploys Circular OS platform at the 2026 Indy 500 for AI and blockchain-based recycling verification. First deployment of its kind at IMS, creating independently verified sustainability metrics.
• Aramark Sports + EntertainmentcoreGTM or Marketing PartnerFood, beverage, and premium hospitality provider for IMS events. Expanded offerings for 2026 include collectible Souvenir Oil Can Cup, rotating specialty menu items, and enhanced premium suite experiences.
• Oscar MayercoreGTM or Marketing PartnerTitle sponsor of the Wienie 500, an entertainment race featuring Wienermobiles. Second annual event in 2026, broadcast live on FOX during Carb Day festivities. Drew 85,000 in-person fans and 8 million streaming viewers in debut.
• ChevroletcoreGTM or Marketing PartnerOfficial pace car provider for Indianapolis 500. Unveiled 2026 USA-themed Chevrolet Corvette ZR1X pace car featuring patriotic 'United We Race' campaign design marking America's 250th birthday.
• Prairie Farms Dairy / Hiland Dairy FoodsminorGTM or Marketing PartnerUnited in Tradition sweepstakes partner distributing collectible milk bottles across 25,000+ retailers and 200 million commemorative half-pint cartons to schools featuring QR codes for sweepstakes entry.
• Fox Sports / Fox CorporationflagshipGTM or Marketing PartnerBroadcast partner for Indy 500 and IMS events. Six-hour Race Day coverage for Indy 500, including Grand Marshal appearances and pre-race ceremonies. Partnership extends to Freedom 250 Grand Prix of Washington D.C.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Daytona International Speedway: Flagship NASCAR-owned superspeedway hosting the Daytona 500 — the most direct US analogue to IMS in scale, heritage, and event-driven motorsports venue operations.
• Charlotte Motor Speedway: Major NASCAR venue owned by Speedway Motorsports, hosting the Coca-Cola 600 and ROVAL events; comparable in hosting multiple premier series at a single facility with diversified event calendar.
• Circuit of the Americas (COTA): Home of the Formula 1 United States Grand Prix and MotoGP Americas GP; directly comparable as a purpose-built, multi-series motorsports venue hosting international premium events.
• Bristol Motor Speedway: High-profile NASCAR short track owned by Speedway Motorsports with strong brand recognition, comparable in operating model, fan base, and premium hospitality offering.
• Talladega Superspeedway: Another NASCAR-owned superspeedway with a 2.66-mile oval, hosting major Cup Series events; highly comparable in facility type, attendance scale, and event portfolio.
• Texas Motor Speedway: Speedway Motorsports-owned 1.5-mile quad-oval hosting NASCAR and IndyCar events; comparable in size, multi-series usage, and corporate hospitality model.

Broad incumbents

• Formula 1 Group (Liberty Media): Owns the Formula 1 World Championship and several promoter entities; comparable as a motorsport series/venue owner with premium global sponsorship and broadcast economics relevant to IMS.
• NASCAR: Sanctioning body and venue operator (via ISC) of the NASCAR Cup Series that competes at IMS; comparable in motorsport series economics, broadcast deals, and sponsorship dynamics.

Regional players

• Silverstone Circuit: Iconic British motorsport venue hosting the British Grand Prix; comparable as a heritage motorsport venue but operating primarily in the UK/European market.
• Suzuka Circuit: Honda-owned Japanese F1 circuit owned and operated by Mobilityland; comparable as an iconic, multi-series motorsport facility but focused on the Japanese market.

Market position

Strengths3 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ims
• YouTubeyoutube.com/ims
• Facebookfacebook.com/indianapolismotorspeedway
• LinkedInlinkedin.com/company/indianapolis-motor-speedway
• Instagraminstagram.com/indianapolismotorspeedway
• TikToktiktok.com/@indianapolismotorspeedway

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Integrated Measurement Systems