ARDC AND PMY GROUP PARTNER TO DEVELOP AUSTRALIA’S NEXT GENERATION MOTORSPORT PRECINCT
Sydney Motorsport Park (SMSP) in Eastern Creek, NSW already sits on pole position as Australia’s only ‘365’ motor racing circuit under permanent LED lighting; now, a new partnership with leading global technology experts PMY Group (PMY) will further drive the motorsport complex into the future with a multi-million-dollar technology transformation.
Operators of the Government-owned racing circuit, the Australian Racing Drivers’ Club (ARDC), has entered into a 10-year investment partnership with PMY, which has invested $4 million into a new and exciting in-venue digital experience project, believed to be the first of its kind in the Asia-Pacific region.
The FIA Grade 2 Circuit, one of only two in the country, will now be lit night and day by state-of the-art LED displays and integrated television and lighting systems. Features such as a giant 45sqm welcome screen, four 12sqm double sided elevated cantilever LED boards, and 144m of pit straight LED screens facing Brabham Straight will be a game changer in the motorsport sphere, enhancing the on-track atmosphere for visitors and driving powerful exposure and engagement for brands direct to live in-venue and broadcast audiences.
In addition to the show stopping LED, PMY Group’s Smart Operating Platform (Platform) will be deployed at SMSP to provide an operational and crowd intelligence solution. Powered by Intel back-end technologies, PMY’s Platform converges technologies, enabling venue management to monitor technology, analyse data, automate communications and operations, and predict future crowd behaviours.
PMY’s Managing Director Paul Yeomans said: “PMY is thrilled to partner with the ARDC to deliver what we expect to be a game changer at SMSP and in the world of motorsport. Our world-class technology solution is focused on enhancing the race day experience through high-impact engagement concepts, dynamic brand, content and sponsor integrations and the latest in venue centric operational intelligence. We can’t wait to see it in action.”
The PMY/ARDC partnership compliments the recent multi-million investment into SMSP by the NSW Government in 2019 which aims to transform the metropolitan motorsport complex into the ‘Silverstone of the southern hemisphere’.
The ARDC’s CEO Glenn Matthews said: “This partnership with PMY not only benefits motorsport; but a broad range of stakeholders in motorsport including local business and tourism, driver training, on-site engineering and education, and much more. Our offering will now stack up against the world’s best, being the only Australian racetrack with permanent lighting and being able to offer 24/7 unique and engaging event opportunities.”
SMSP now also welcomes LG Electronics as its Official Consumer Electronics partner with LG supplying the LED displays required for the project.
“At LG Australia, we are extremely excited to be providing the latest in Information Display technology to SMSP as part of the future vision for this iconic motorsport location. The inclusion of LG’s digital outdoor screens in the venue will give visitors a greatly enhanced entertainment experience. We are confident motorsport fans will love the parks new look and be eager to attend even more events in the future,” said Brad Reed, Head of Marketing - B2B Solutions at LG Electronics Australia.
Works are expected to be completed in time for one of SMSP’s hallmark events, the Repco Supercars Championship Sydney SuperNight on August 22.
Supercars CEO Sean Seamer said: “SMSP is a world-class motorsport facility, and this new technology offering will take the fan experience at the Sydney SuperNight event to another level for our fans at the venue, along with the millions of viewers around the world who watch the event every year.”
The entertainment never stops at SMSP and this technology transformation investment partnership supports both PMY’s and the ARDC’s vision to transform major venues, infrastructure and events through technology and to create a global leading in-venue experience for motorsport competitors and enthusiasts respectively.
