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TheStreet Open House

Speedway Motorsports Inc. Goes To The Cloud To Manage Its Sponsor Relationships On Activator

Speedway Motorsports, Inc. (NYSE: TRK) will begin using Activator, a new cloud-based platform for managing ongoing relationships with marketing partners and their agencies.

“We take a great deal of pride in having long-term relationships with great brands and we think Activator is a great opportunity to improve these relationships through better communication,” said Michael Burch, Vice President, National Sales & Marketing of Speedway Motorsports, Inc. (SMI). “We’re developing increasingly sophisticated partnerships to meet the needs of the brands we work with. Activator will enable us, our partners, and their agencies, to be more consistently productive, more consistently engaged and always up to speed to drive activation and ROI.”

Activator is a cloud-based platform owned and operated by Turnkey Intelligence, LLC that provides a private, secure, easy-to-use work space and collaboration environment for marketing partnerships. Marketing partners and their agencies can login from anywhere, on any web-enabled device, to share images, videos, presentations, monitor sponsorship deliverables and create ongoing and summary recaps. Activator uniquely combines file sharing, recapping, communication and archiving all in one secure place.

“SMI is forward thinking,” said Len Perna, President & CEO of Turnkey Sports & Entertainment. “They see the trends. They can’t email video and they won’t email confidential data. They can’t wait 10 months to send a recap. And if the brand or agency person leaves the deal, they can’t send the next person 500 old emails to get them up to speed. Activator solves all of these frustrations and many more.”

“SMI is also unselfish, meaning partners come first,” said Perna. “If properties try to build their own exclusive portal for their sponsors, it forces those sponsors to work in too many different systems. Activator is agnostic. What SMI is giving to their sponsors is a tool to manage their full sponsorship portfolios, if they want to.”

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