Iowa Speedway

What Iowa Speedway does

Iowa Speedway is a 7/8-mile asphalt paved tri-oval motorsports facility in Newton, Iowa, founded in 2006 and owned by NASCAR as part of its portfolio of 14 racing venues. The venue's core offering is live NASCAR racing entertainment — specifically the annual Iowa Corn 350 Powered by Ethanol (Cup Series), HyVee Perks 250 (Xfinity Series), and JR & Co. 150 (ARCA Menards Series) — held each August, with ancillary Fan Fest activations in downtown Des Moines. Revenue is generated across five streams: ticket sales (grandstand seats and 3-day packages via Ticketmaster), premium hospitality (Newton Club and NASCAR ONE Fueled by Elevate VIP packages), camping (tent, general, and RV Terrace Hill), corporate partnerships and entitlement sponsorships (Iowa Corn, Hy-Vee, Busch Light, Chevrolet, Coca-Cola, Xfinity, Goodyear, Menards, Ally, Craftsman, Mobil 1, Monster Energy), and on-site merchandise, concessions, and track rentals.

The go-to-market is hybrid: direct-to-consumer via the NASCAR Tracks App, Ticketmaster, and a call center for individual ticketing; enterprise field sales through a dedicated corporate partnerships team and a seven-person group sales force for groups of 10+; and event-driven demand generation through Fan Fest community events, Busch Light Summer Music Series pre-race concerts, and co-marketing with entitlement sponsors. Pricing is largely one-time/per-event with tiered packaging (Sunday single-day, 3-day weekend with ~25% savings, premium hospitality add-ons, and 10-15% military/first responder discounts via GOVX). The 2024 inaugural Cup Series race sold out before tickets officially went on sale, and the 2025 race sold out completely, evidencing strong demand pull. Operational scale is intentionally lean (11-50 employees reported) given that most enterprise functions — ticketing platform, marketing, and sponsorship sales infrastructure — are centralized at NASCAR, with on-site staff focused on event execution, group sales, and facility operations.

Name

Iowa Speedway

Legal name

Iowa Speedway

Website

https://iowaspeedway.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Iowa Speedway is a NASCAR-owned 7/8-mile asphalt tri-oval motorsports venue in Newton, Iowa that hosts the annual NASCAR Cup, Xfinity, and ARCA Menards Series race weekends, generating revenue from ticket sales, premium hospitality, camping, corporate sponsorships, and merchandise for fans and corporate groups across the Midwest.

Ownership category

akta.pro rank

Product category

Motorsports Entertainment

NAICS

Racetracks (711212), 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 Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC), Race Tracks, Circuits & Motorsport Venues (MPAKAGAE), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)

Keywords

• Motorsports entertainment venue
• NASCAR racing events
• Live event ticketing
• Premium hospitality services
• Motorsports facility rentals

Headquarters

HQ city

Newton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Ticket Sales: Primary revenue stream from grandstand tickets, 3-day packages, and reserved seating for NASCAR Cup Series, Xfinity Series, and ARCA Menards Series races.
2. VIP Experiences and Hospitality: NASCAR ONE Fueled by Elevate premium packages including garage/pit passes, trackside experiences, and Newton Club hospitality access. Also includes luxury suites and chalets.
3. Premium Add-Ons: Pre-race passes, scanner rentals, overnight parking, and camping accommodations including RV Terrace Hill, general campground, and tent camping.
4. Corporate Partnerships and Sponsorships: Race entitlement (Iowa Corn 350), naming rights, trackside signage, PA announcements, digital integration, corporate hospitality suites, and official partner status.
5. Merchandise and Concessions: On-site merchandise through Official Race Gear, food and beverage concessions, and licensed merchandise sales.
6. Track Rentals: The facility is available for track rentals for private events, corporate activities, and driving experiences.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Iowa Speedway is a 7/8-mile asphalt paved tri-oval motorsports facility in Newton, Iowa, that hosts NASCAR Cup Series, Xfinity Series, and ARCA Menards Series races. The venue sells reserved grandstand tickets, 3-day weekend packages, premium hospitality (Newton Club), VIP experiences (NASCAR ONE Fueled by Elevate), group tickets, on-site camping, and track rentals. Corporate partnerships and sponsorships supplement ticket-based revenue streams.

Product overview

Iowa Speedway is a 7/8-mile asphalt paved tri-oval motorsports facility in Newton, Iowa, operated as part of the NASCAR Digital Media Network. The company's primary offering is NASCAR racing event attendance, centered on the NASCAR Cup Series, Xfinity Series, and ARCA Menards Series races. Core ticketing products include reserved grandstand seats (Sunday-only or 3-Day packages) and group sales for 10+ attendees. The product portfolio features premium hospitality add-ons including the Newton Club VIP venue and NASCAR One Fueled by Elevate VIP packages (Premier and Trackside Supreme tiers) offering garage access, hot laps, driver interactions, and exclusive Q&A sessions. Additional paid experiences include Pre-Race Pass, scanner rentals, and overnight parking. Camping accommodations span general RV sites, tent camping, and RV Terrace Hill premium sites with track views. The venue also hosts entertainment events including the Busch Light Summer Music Series concert performances and free Fan Fest community celebrations. The NASCAR Tracks App serves as the digital platform for mobile ticketing, live race tracking, and fan engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• NASCAR Cup Series Race Tickets Grandstand admission tickets for the NASCAR Cup Series Iowa Corn 350 Powered by Ethanol race, available as Sunday single-day reserved seats or 3-Day packages that include ARCA Menards Series (Friday) and NASCAR O'Reilly Auto Parts Series (Saturday) races.
• NASCAR One Fueled by Elevate (Premier Package) Premium full-weekend VIP hospitality experience including Garage and Pit Pass access, dedicated VIP area for driver introductions, commemorative race ticket, photo opportunity with the race trophy, exclusive Q&A with MRN Broadcaster, spotter stand tour, hot laps on track, driver meeting access, and garage tour with a Cup Series driver.
• NASCAR One Fueled by Elevate (Trackside Supreme Package) Mid-tier VIP experience including Pit and Garage Pass, commemorative race ticket, and exclusive Q&A with MRN Broadcaster. Available for both Saturday and Sunday race days. Admission ticket is required separately.
• Pre-Race Pass Add-on experience providing access to the frontstretch for driver introductions, pre-race ceremonies, and the opportunity to sign the Start/Finish line before the green flag drops. Available Sunday.
• RE Scanner Rental Scanner rental providing real-time audio listening to driver, crew chief, and spotter communications, plus NASCAR race control and MRN Broadcast, with hearing protection included.
• Overnight Parking Pass Add-on allowing campers to park one additional vehicle overnight for the entire race weekend, providing added convenience for guests with camping setups.
• Newton Club Premium on-site hospitality venue offering climate-controlled indoor lounge, start/finish line views, food and beverages for purchase, driver Q&As, and premium trackside seating for race weekend. Separate admission ticket required.
• Group Tickets Group sales packages for 10+ attendees offering dedicated block seating, payment plan options, fundraising options, and a dedicated account executive for corporate outings, birthday parties, family reunions, or group events.
• General Camping Campsites (25'x40') located outside gates behind Turn 1, within walking distance of grandstands. Includes showers and generator usage, with camper pump and water service available for a fee. Open August 6-10, 2026.
• Tent Camping Grass surface campsites (25'x25') located outside gates behind Turn 1, within walking distance of grandstands. No generators, electric, or water hook-ups permitted. Four-night stay included (Thursday through Sunday).
• RV Terrace Hill Camping Premium campsites (25'x50') behind the backstretch with track views, 50 amp electric hook-up, water hook-up, and compact gravel surface. No generators or showers. Located behind Turns 3 and 4. Four-night stay included (Thursday through Sunday).
• Track Rental Corporate event hosting service allowing organizations to rent Iowa Speedway facilities for private events, team building activities, and automotive testing.

Quantifiable outcome

• Iowa Corn 350 Powered by Ethanol sold out completely in both 2024 (inaugural Cup race) and 2025
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

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

• Hy-VeeflagshipGTM or Marketing Partner · 27 March 2024Hy-Vee serves as the Official Grocer of Iowa Speedway and Kansas Speedway, and entitlement sponsor of the HyVee Perks 250 NASCAR Xfinity Series race. The partnership leverages Hy-Vee's Hy-Vee PERKS loyalty program and strong regional presence across the Midwest.
• Iowa Corn (Iowa Corn Promotion Board & Iowa Corn Growers Association)flagshipGTM or Marketing Partner · 4 December 2023Iowa Corn serves as the entitlement sponsor of the Iowa Corn 350 Powered by Ethanol NASCAR Cup Series race. The partnership includes multi-year extension, race naming rights, and significant support from Iowa's corn industry representing 7,000+ farmer members. Iowa Corn leverages the race for promotion and education about corn products.
• Busch Light (Anheuser-Busch)flagshipGTM or Marketing PartnerNASCAR Premier Partner and Official Beer Sponsor of NASCAR. Sponsors the Busch Light Summer Music Series featuring pre-race concerts at Iowa Speedway (Dierks Bentley 2026, Corey Kent 2025). The partnership includes Trackhouse Racing driver activations and the 'Race for the Mountains' campaign.
• Coca-ColacoreGTM or Marketing PartnerNASCAR Premier Partner with official status at Iowa Speedway events.
• Xfinity (Comcast)coreGTM or Marketing PartnerNASCAR Premier Partner and sponsor of the NASCAR Xfinity Series. Official status at Iowa Speedway.
• Freeway InsuranceminorGTM or Marketing PartnerNASCAR Premier Partner offering discounted tickets to first responders and military personnel through GOVX verification platform.
• ChevroletcoreGTM or Marketing PartnerOfficial Vehicle and Truck Sponsor of NASCAR. Provides show cars for Fan Fest events and official racing vehicles. Premier Chevy Dealers sponsor VIP weekend giveaways.
• AllycoreGTM or Marketing PartnerOfficial partner of Iowa Speedway and NASCAR with financial services and marketing integration.
• Craftsman (Stanley Black & Decker)coreGTM or Marketing PartnerOfficial Tool Sponsor of NASCAR and partner at Iowa Speedway.
• GoodyearcoreGTM or Marketing PartnerOfficial Tire Sponsor of NASCAR. Provides racing tires for all NASCAR national series events at Iowa Speedway.
• MenardscoreGTM or Marketing PartnerRegional partner with store locations across the Midwest, offering home improvement products and race weekend promotions.
• Mobil 1coreGTM or Marketing PartnerOfficial Motor Oil Sponsor of NASCAR and partner at Iowa Speedway.
• Monster EnergycoreGTM or Marketing PartnerOfficial Energy Drink Sponsor of NASCAR with brand activations at Iowa Speedway.
• Iowa LotteryminorGTM or Marketing PartnerIowa state lottery partner supporting Fan Fest events with promotional presence.
• Musco LightingcoreTechnology or IntegrationLighting solutions provider for the track's state-of-the-art lighting infrastructure.
• On LocationcoreChannel Partner/ Reseller/ DistributorOfficial Travel Package Provider for Iowa Speedway offering event tickets, premium accommodations, exclusive experiences, and race day transportation packages.
• Elevate ExperiencescoreChannel Partner/ Reseller/ DistributorOfficial Premium Hospitality Partner of NASCAR providing NASCAR ONE Fueled by Elevate VIP experiences at Iowa Speedway, including garage/pit passes and behind-the-scenes access.
• GOVXminorChannel Partner/ Reseller/ DistributorMilitary and first responder verification platform providing exclusive discount codes for 10-15% off select tickets.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• World Wide Technology Raceway: WWTR is an independently owned NASCAR Cup venue in the St. Louis metro area. It is comparable to Iowa Speedway as a newer Midwestern Cup Series venue competing for similar regional fan base and corporate sponsors.
• Martinsville Speedway: Martinsville is a NASCAR-owned short track in Virginia hosting Cup Series races. Both are short tracks on the NASCAR Cup calendar with comparable ticketing, hospitality, and sponsorship models at smaller-capacity venues.
• Richmond Raceway: Richmond is a NASCAR-owned 0.75-mile short track in Virginia hosting Cup and Xfinity Series races. It is directly comparable to Iowa Speedway as a mid-sized NASCAR-owned oval on the Cup calendar with similar hospitality and ticketing offerings.
• Texas Motor Speedway: Texas Motor Speedway is a NASCAR-owned 1.5-mile quad-oval in Fort Worth hosting Cup and Xfinity races. It shares the NASCAR ownership, corporate sponsor roster, and event-based operating model with Iowa Speedway.
• Bristol Motor Speedway: Bristol is a NASCAR-owned short track in Tennessee widely recognized as a premier NASCAR venue. Both Bristol and Iowa Speedway compete for the 'best short track on the NASCAR circuit' identity and operate under the same corporate structure as NASCAR facilities.
• Daytona International Speedway: Daytona is NASCAR's flagship 2.5-mile superspeedway and the highest-profile Cup Series venue. Both are NASCAR-owned, share the same sponsorship stack and NASCAR Tracks App, and compete for fans within the NASCAR-owned track ecosystem.
• Kansas Speedway: Kansas Speedway is a NASCAR-owned 1.5-mile tri-oval in Kansas City, also hosting Cup Series, Xfinity, and ARCA Menards races. It shares the same parent company, sponsor roster (Hy-Vee, Iowa Corn-adjacent Midwest agricultural sponsors), and operational model as Iowa Speedway.
• Indianapolis Motor Speedway: IMS is the iconic 2.5-mile oval and road course complex owned by the Penske Corporation. Both IndyCar/NASCAR venues in the Midwest, both operating as premier motorsports facilities with extensive hospitality, camping, and corporate partnership programs.
• Talladega Superspeedway: Talladega is a NASCAR-owned 2.66-mile superspeedway in Alabama hosting Cup, Xfinity, and ARCA races. Both are NASCAR-owned facilities running the same three national series and similar hospitality and camping products.

Regional players

• Chicagoland Speedway: Chicagoland was a NASCAR Cup venue in Joliet, Illinois, comparable in geography and Midwest fan base. Although currently inactive (closed since 2019), it historically competed for the same regional motorsports fan and sponsor base as Iowa Speedway.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/iowa-speedway

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Iowa Speedway