What Penske Entertainment Corp does

Penske Entertainment Corp. is a privately held entertainment and motorsports company headquartered at 4790 West Sixteenth Street, Indianapolis, Indiana. The company operates two flagship sub-brands: the NTT INDYCAR SERIES, the premier open-wheel racing series in the United States, and the Indianapolis Motor Speedway (IMS), one of the most iconic racing facilities in the world and home to the Indianapolis 500. Its public-facing digital product is a credential management portal hosted at pec.imagencloud.com, built on Imagen Cloud infrastructure, which serves as the centralized system through which media professionals register, apply for credentials, manage passwords, and access policies for INDYCAR SERIES and IMS events including the Indianapolis 500 and Sonsio Grand Prix.

The credential platform is composed of three principal products: the core credential management portal, a media accreditation submission system that requires supporting documentation from media organizations, and a specialized Month of May credential processing workflow with annual deadlines and event-specific verification. Registrants must accept a comprehensive policy framework including Media Accreditation Guidelines, General News Access Guidelines, Photo & Video Guidelines, INDYCAR Privacy Policies, and the Indianapolis Motor Speedway Privacy Policy. The registration form supports affiliation types spanning broadcast partners, series partners, team partners, photo, print, radio, radio network affiliates, television affiliates, websites, wire services, and Penske Entertainment itself, reflecting the breadth of media organizations served. The portal is built on standard web application architecture with email login, organization login, password recovery, and registration flows; no API, SDK, or AI capabilities are documented.

The company's business model centers on owning and operating major motorsports events and facilities, with revenue mechanics tied to event operations, broadcasting rights, sponsorship, ticketing, and licensing rather than to the credential portal itself, which functions as an internal operational support tool for media access management. No pricing model, revenue figures, or customer billing details are publicly disclosed. The company is private, has no publicly listed parent company in the source data, and maintains a lean headcount of approximately 40 employees based on the firmographic record. The single disclosed contact channel is a general phone line (+1.317.492.6526) at the Indianapolis headquarters.

Name

Penske Entertainment Corp

Legal name

Penske Entertainment Corp.

Website

https://pec.imagencloud.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Penske Entertainment Corp is a privately held Indianapolis-based motorsports company that owns the NTT INDYCAR SERIES and the Indianapolis Motor Speedway. It operates a credential management portal on Imagen Cloud to administer media accreditation for INDYCAR and IMS events.

Ownership category

akta.pro rank

Product category

Motorsports Entertainment

NAICS

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

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Series & Championships (Sanctioned Racing Calendars) (MPAKAGAA)

akta.pro secondary industries

Motorsports Leagues & Series (MPAKAAAH), Motorsports Tracks & Racing Facilities (MPAKAEAC), Race Tracks, Circuits & Motorsport Venues (MPAKAGAE)

Keywords

• Motorsports event management
• Open-wheel racing series
• Motor speedway venue
• Media credential management
• Sports entertainment operations

Headquarters

HQ city

Indianapolis

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, Infrastructure, Technology or R&D

Core offering

Penske Entertainment Corp owns and operates the NTT INDYCAR SERIES open-wheel racing championship and the Indianapolis Motor Speedway, producing and hosting premier North American motorsport events including the Indianapolis 500. The company also operates a credential management portal that handles media registration, accreditation applications, and access credentialing for INDYCAR SERIES and IMS events such as the Indianapolis 500 and Sonsio Grand Prix.

Product overview

Penske Entertainment Corp operates a credential management platform built on Imagen Cloud technology. The system comprises a credential management portal for INDYCAR and Indianapolis Motor Speedway events, a media accreditation submission system for working media, and specialized Month of May credential processing for the Indianapolis 500 and Sonsio Grand Prix. These products serve media organizations requiring credentials for timely news coverage of motorsport events.

Differentiator

Problem solved

Functional benefit

Brands

• INDYCAR: NTT INDYCAR SERIES racing series operated by Penske Entertainment
• IMS

Products and services

• NTT INDYCAR SERIES The premier open-wheel racing championship in the United States, operated by Penske Entertainment Corp, contested across road courses, street circuits, and ovals, and broadcast to motorsport fans and broadcast partners.
• Indianapolis Motor Speedway The historic motor racing facility owned and operated by Penske Entertainment Corp, home of the Indianapolis 500 and other major motorsport events including the Sonsio Grand Prix.
• Penske Entertainment Corp Credential Management Portal A web-based credential and media accreditation management system that enables media professionals to register, apply for credentials, and manage their access to INDYCAR SERIES events and Indianapolis Motor Speedway events including the Indianapolis 500.
• Media Accreditation Registration System

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• World Rally Championship (WRC Promoter): International motorsport series operator with a media-rights and promoter business model similar to INDYCAR's. Comparable structurally as a series-rights holder, though rally format and audience differ.
• MotoGP / Dorna Sports: Dorna operates the MotoGP world championship and other two-wheeled series, selling global media rights and promoter services. Comparable as a motorsport series/promoter business model with concentrated rights-holder economics, though serving a different vehicle category.
• Formula 1 (Formula One Group / Liberty Media): Global premier open-wheel racing series and the most direct competitive substitute for INDYCAR in the U.S. and international open-wheel market. Competes for the same sponsor, media rights, and fan mindshare, especially as F1 aggressively expands its U.S. calendar.

Emerging players

• SRO Motorsports Group: Global promoter of GT and sports car racing championships (GT World Challenge, etc.). Comparable as a motorsport series promoter with international footprint, competing for OEM and sponsor allocations.
• Goodwood (Goodwood Estate Company): Operator of the Goodwood Festival of Speed, Goodwood Revival, and Members' Meeting motorsport events. Comparable as a motorsport event/hospitality promoter building premium brand experiences, though at a meaningfully smaller scale.

Direct peers

• NASCAR: U.S. motorsport series operator and venue owner (via ISC merger) that sanctions a touring championship and operates a portfolio of speedways. Closest peer to Penske Entertainment because it competes for the same U.S. motorsport fan, sponsor, and broadcast dollars and combines series + venue operations.
• IMSA (International Motor Sports Association): Sanctioning body for North American sports car racing. Comparable as a motorsport series operator with affiliated event promotion, though focused on endurance sports cars rather than open-wheel single-seaters.
• Speedway Motorsports: U.S. motorsport venue operator that owns and promotes NASCAR-sanctioned events at multiple speedways. Directly comparable to Penske Entertainment's IMS venue business in track ownership, ticketing, and event promotion.

Others

• FIA (Fédération Internationale de l'Automobile): Global governing body for motorsport that sanctions INDYCAR and other series. Not a commercial peer but highly relevant as the upstream regulator whose technical, safety, and commercial rules shape INDYCAR's operating economics.
• Penske Automotive Group: Publicly traded Penske-owned automotive retailer that shares the Penske brand and broader corporate relationships. Tangentially related via the Penske family ecosystem and OEM relationships relevant to INDYCAR sponsorship.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/penske-entertainment-corp

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Penske Entertainment Corp