January 26, 2015

NASCAR introduces all-new merchandise center in 2015

Shopping for a favorite driver’s merchandise is perhaps one of the most memorable parts of a fan’s experience at the Monster Mile. There’s nothing like finding the latest Jimmie Johnson hat or Dale Earnhardt Jr. shirt, and wearing it proudly in the grandstands as you watch your driver charge to the lead.

Matt-Kenseth-ShopWearing your driver’s apparel is a surefire way to show your support, and help cheer him or her on, and with that in mind NASCAR is set to make obtaining the latest and best merchandise better than ever by revamping the at-track shopping experience.

NASCAR, NASCAR Team Properties (NTP) and Fanatics have jointly announced a 10-year agreement for the sport’s at-track merchandise business that will deliver fans an enhanced, experiential shopping environment. The partnership includes plans that will make the company the primary retailer of NASCAR, team and driver merchandise at all 38 NASCAR Sprint Cup Series race weekends.

The all-new setup will feature a one-of-a-kind courtyard-style mall layout where all of your favorite merchandise like hats, T-shirts, jackets, souvenirs and much more, can all be found in one centralized location.

“A merchandise center will provide a more personal, organized, comfortable and convenient shopping environment for our fans,” said Steve Phelps, NASCAR executive vice president and chief marketing officer. “Partnering with an industry leader in Fanatics allows us to offer a comprehensive and seamless shopping experience for our fans – whether it is in-venue, online or on mobile devices.”

At Dover International Speedway, this new trackside retail model will comprise a climate-controlled superstore retail environment that will include the largest at-track selection of NASCAR merchandise that has ever been available.

“The fan experience is such a critical component for us to successfully exceed the expectations of our customers,” said Mike Tatoian, president, Dover International Speedway. “This new trackside super store will provide an exciting addition to race weekend that will enhance that experience, and provide a more comfortable and convenient shopping environment.”

NASCAR returns to Dover International Speedway on May 29-31, 2015 for the May 31 NASCAR Sprint Cup Series race, the May 30 “Buckle Up 200” presented by Click It or Ticket NASCAR XFINITY Series race and May 29 “Lucas Oil 200” NASCAR Camping World Truck Series race.

For tickets or more information, call 800-441-RACE or click here. You can also keep up with the Monster Mile at, or on Twitter or Instagram at @MonsterMile.



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Dover Motorsports, Inc. (NYSE: DVD) is a leading promoter of NASCAR sanctioned motorsports events whose subsidiaries own and operate Dover International Speedway in Dover, Del. and Nashville Superspeedway near Nashville, Tenn. The company also plays host to the Firefly Music Festival, produced by Red Frog Events and Goldenvoice. For more information, visit