Michigan International Speedway

What Michigan International Speedway does

Michigan International Speedway (MIS) is a two-mile D-shaped oval NASCAR motor speedway located on 1,400+ acres in Brooklyn, Michigan, in the Irish Hills region of southeastern Michigan. Founded in 1967 with its inaugural race on October 13, 1968, the facility was acquired by Roger Penske in 1972, sold to International Speedway Corporation in 1999, and has been owned by NASCAR since the October 2019 acquisition of ISC. The track features 18-degree banking on 73-foot-wide sweeping turns designed by Charles Moneypenny, enabling three- and four-wide racing at high speeds; grandstand seating for 125,000+ attendees; and 11 campgrounds including premium trackside options such as Turn 1 Resort, Apex, and Turn 2 Retreat. MIS operates as an event-driven venue hosting two annual NASCAR race weekends featuring the Cup Series, CRAFTSMAN Truck Series, and ARCA Menards Series, supplemented by off-season Nite Lites drive-thru light shows and corporate facility rentals.

MIS monetizes attendance through a multi-stream revenue model combining one-time ticket sales (grandstand, premium clubs, suites), corporate hospitality packages (Skylounge Suites, Pit Road Suites, Victory Lane Club, Ally Champions Club, Hospitality Village), camping and RV services via MISCamping.com, race-entitlement title sponsorships (FireKeepers Casino 400, DQS Solutions & Staffing 250, Henry Ford Health 200), official NASCAR Premier Partner sponsorships (Busch Light, Coca-Cola, Xfinity, Craftsman, DEWALT), merchandise and concessions, and non-race-day facility rentals and Nite Lites events. Customer segments span individual race fans as the primary audience, plus corporate groups, families with children, military, first responders, educators, scouts, and college students served through tiered pricing (kids tickets from $10, multi-year renewals with up to 20% discounts, and 4- or 6-installment payment plans). Distribution runs through Ticketmaster as primary ticketing platform, direct sales via the MIS website and 888-905-RACE call center, a dedicated group sales team, corporate hospitality sales, and On Location as the Official Travel Package Provider.

Name

Michigan International Speedway

Legal name

Michigan International Speedway

Website

https://mispeedway.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

101–250 employees

Short description

Michigan International Speedway is a 1,400-acre NASCAR-owned motor speedway in Brooklyn, Michigan, hosting two annual NASCAR Cup, Truck, and ARCA race weekends serving individual race fans, corporate hospitality clients, families, and group customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from selling NASCAR Cup Series, Truck Series, and ARCA Menards Series race tickets including grandstand seating, premium clubs (Ally Champions Club, Victory Lane Club), suites, and camping packages
2. Race Entitlement Sponsorships: Title sponsorship deals for races including FireKeepers Casino 400, DQS Solutions & Staffing 250, and Henry Ford Health 200
3. Official Partner Sponsorships: Partnerships with official partners including Busch Light, Coca-Cola, Xfinity, Ally, Craftsman, DEWALT, and others for promotional rights and marketing integration
4. Camping and RV Services: Revenue from 11 campgrounds including premium options (Turn 1 Resort, Apex, Turn 2 Retreat) and family/party camping, plus RV services and rentals
5. Corporate Hospitality: Premium hospitality packages including Skylounge Suites, Pit Road Suites, Victory Lane Club, and Hospitality Village for corporate entertaining
6. Merchandise and Concessions: Revenue from merchandise haulers, official race gear shop, and food/beverage concessions throughout the facility

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Michigan International Speedway operates a 1,400+ acre motorsports complex in Brooklyn, Michigan that hosts NASCAR Cup Series, CRAFTSMAN Truck Series, and ARCA Menards Series race weekends. The venue sells grandstand and premium hospitality tickets, offers 11 campgrounds, drives NASCAR Racing Experience driving and ride-along sessions, and rents facilities for corporate and social events.

Differentiator

Problem solved

Functional benefit

Products and services

• NASCAR Cup Series Racing Events Live NASCAR Cup Series race weekends at Michigan's two-mile D-shaped oval featuring top-tier stock car racing; tickets sold to individual fans and groups through Ticketmaster, direct sales, and group sales channels.
• NASCAR Racing Experience Official driving experience allowing guests to drive a real NASCAR race car on Michigan International Speedway's oval or enjoy a high-speed ride-along; targeted at motorsports enthusiasts and thrill-seekers.
• Ally Champions Club Premium weekend hospitality package featuring best-of-track outdoor seating or air-conditioned indoor lounge, catered lunch and snacks, two complimentary adult beverage tickets per day, Racing Electronics scanner, Sunday Pre-Race Pass, and weekend parking pass.
• Victory Lane Club Luxury racing hospitality experience located in Pit Road Suites with rooftop deck viewing, NASCAR Cup Series Garage and Pit Pass, complimentary food and drinks, and Pre-Race Pass access.
• Skylounge Suites Premium air-conditioned penthouse suites with panoramic track views, accommodating 32 or 64 guests, including catering, bar service, and Sunday Pre-Race passes; targeted at corporate hospitality buyers.
• Pit Road Suites 30 customizable corporate suites along pit road accommodating 15, 30, or 60 guests with flexible wall configurations, business-focused amenities, and catering for corporate entertainment and client hosting.
• Hospitality Village Large-scale hospitality experience for parties of 50 or more, featuring a private tent, catered food, entertainment, and Pit Road tour access; designed for large corporate and group events.
• Group Tickets and Experiences Group booking service for organizations of 10+ offering preferred pricing, dedicated sales representative, VIP experiences, and customizable packages for corporate outings, family reunions, and organization events.
• Kids and Family Tickets Youth ticket program offering $10 NASCAR Cup Series tickets for children 12 and under, free admission for ARCA and Truck Series races with adult purchase, and access to the LEGO City NASCAR Kids Zone.
• Campground Options 11 campgrounds on the 1,400+ acre property, including premium trackside Turn 1 Resort (paved RV sites with 50 amp hookups), Apex Class A motorcoach sites, Infield camping, family camping, and party camping areas.
• Nite Lites Events Drive-through Halloween and Christmas light shows featuring millions of twinkling lights along 2–6.5 mile paths through the speedway, plus a Christmas 5K fun run; a non-race revenue stream that utilizes the venue.
• Facility Rentals Non-race event hosting at Champions Club, Michigan Room, Media Center, and Pit Road Suites for corporate retreats, weddings, social events, and other private functions.
• NASCAR Tracks Mobile App Official mobile application providing mobile ticketing, interactive maps, live leaderboard, scanner rentals, and schedule updates for fans attending NASCAR events at Michigan International Speedway.
• DQS Solutions & Staffing 250 NASCAR CRAFTSMAN Truck Series race event held during the summer race weekend at Michigan International Speedway; ticketed to race fans.
• Henry Ford Health 200 ARCA Menards Series race held annually on Friday during Michigan International Speedway's summer race weekend; ticketed to race fans with free youth entry sponsored by Henry Ford Health.
• FireKeepers Casino 400 Annual NASCAR Cup Series race at Michigan International Speedway, with FireKeepers Casino Hotel serving as title sponsor; ticketed to race fans and the centerpiece event of the summer race weekend.

Quantifiable outcome

• Fans have helped recycle more than 100 tons of bottles and cans, making MIS one of the greenest tracks

Named customers3 records

Segments9 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

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

• FireKeepers Casino HotelflagshipGTM or Marketing Partner · 27 May 2026FireKeepers Casino Hotel serves as the title sponsor for the NASCAR Cup Series race (FireKeepers Casino 400) at Michigan International Speedway. This is a multi-year extension marking the 11th consecutive year of partnership. The race weekend runs from June 5-7 annually.
• Henry Ford HealthcoreGTM or Marketing Partner · 23 March 2026Henry Ford Health has renewed its ARCA Menards Series race entitlement partnership. The Henry Ford Health 200 is held annually on Friday during the summer race weekend. Additionally, Henry Ford Health sponsors FREE youth ticket entry into Pre-Race on Sunday.
• DQS Solutions & StaffingcoreGTM or Marketing PartnerDQS Solutions & Staffing is the title sponsor for the NASCAR CRAFTSMAN Truck Series race (DQS Solutions & Staffing 250 Powered by Precision Vehicle Logistics) held during the summer race weekend.
• AllycoreGTM or Marketing PartnerAlly is the sponsor of the Ally Champions Club premium hospitality experience at Michigan International Speedway, offering air-conditioned lounges, catered food, and premium outdoor seating at the track.
• Busch LightcoreGTM or Marketing PartnerBusch Light is listed as a NASCAR Premier Partner with visibility across NASCAR venues including Michigan International Speedway.
• Coca-ColacoreGTM or Marketing PartnerCoca-Cola is listed as a NASCAR Premier Partner providing beverage sponsorship across NASCAR venues including Michigan International Speedway.
• XfinitycoreGTM or Marketing PartnerXfinity is listed as a NASCAR Premier Partner with brand presence across NASCAR venues including Michigan International Speedway.
• On LocationcoreGTM or Marketing PartnerOn Location is the Official Travel Package Provider for Michigan International Speedway, offering official event tickets, premium accommodations, exclusive pre-race experiences, and race day transportation packages.
• MISCamping.comcoreGTM or Marketing PartnerMISCamping.com is the official RV rental and campground sponsor of Michigan International Speedway. They deliver and set up RVs in any campground on race weekends and manage several premium campgrounds including Apex, Graves Family, Brookfest Acres, Tree Farm, M-50 Creekside, and Brooklyn Trails.
• United RentalsminorOthersUnited Rentals provides on-site camper services including non-potable water delivery, camper pump-out, and private restroom rentals for the campgrounds during race weekends.
• Campers Inn Mobile RV MedicsminorOthersMobile RV repair and maintenance service provider that brings expert repairs right to campers at the race track, offering electrical, plumbing, AC, heating, roof, and appliance services.
• Corrigan OilminorOthersCorrigan Oil operates convenience stores at M-50 Creekside, Infield, and Brooklyn Trails campgrounds selling bagged ice and firewood.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bristol Motor Speedway: NASCAR-owned short track in Tennessee with ~150,000 seat capacity. Comparable as a NASCAR-owned venue with premium hospitality products, extensive camping, and corporate entertainment focus.
• Charlotte Motor Speedway: NASCAR-owned 1.5-mile intermediate track in Concord, NC. Comparable as a sister NASCAR-owned venue hosting Cup Series races with similar hospitality, camping, and sponsorship structure.
• Texas Motor Speedway: NASCAR-owned 1.5-mile quad-oval in Fort Worth. Directly comparable as a NASCAR-owned intermediate track with grandstand seating for ~110,000+ and similar corporate hospitality program.
• Atlanta Motor Speedway: NASCAR-owned 1.54-mile quad-oval in Hampton, Georgia. Sister NASCAR-owned venue hosting Cup Series races with comparable ticket, camping, and sponsorship revenue mix.
• Indianapolis Motor Speedway: Iconic 2.5-mile oval owned by Penske Corporation hosting IndyCar, NASCAR, and MotoGP. Comparable as a major high-capacity oval motorsports venue with similar hospitality and event-driven revenue model, though privately held by Penske rather than NASCAR.
• Pocono Raceway: Independently owned 2.5-mile triangular superspeedway in Pennsylvania that hosts NASCAR Cup races. Comparable as a NASCAR Cup venue with camping and premium experience offerings, but competitor rather than sister NASCAR-owned track.
• Talladega Superspeedway: NASCAR-owned 2.66-mile superspeedway in Alabama and one of the fastest tracks in NASCAR. Directly comparable as a high-capacity NASCAR-owned oval with similar infrastructure and revenue mix.
• Daytona International Speedway: Flagship NASCAR-owned 2.5-mile superspeedway hosting the Daytona 500. Directly comparable as a sister NASCAR-owned oval track venue with similar ticket, hospitality, and sponsorship model.
• Dover Motor Speedway: NASCAR-owned 1-mile concrete oval in Delaware known as the 'Monster Mile.' Comparable as a NASCAR-owned venue with similar ticket, camping, and corporate hospitality offerings.
• Watkins Glen International: NASCAR-owned road course in upstate New York. Comparable as a NASCAR-owned motorsports facility with similar ticket, hospitality, and corporate event operations, though road-course format differs from MIS oval.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/MISpeedway
• Facebookfacebook.com/MISpeedway
• Instagraminstagram.com/mispeedway
• LinkedInlinkedin.com/company/michigan-international-speedway

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Michigan International Speedway