PMY Group partners with Australian Racing Drivers Club to transform Sydney Motorsport Park

June 30, 2021

Technology advisory, investment and delivery company PMY Group has entered into a 10-year investment partnership with the Australian Racing Drivers’ Club to deliver a multi-million-dollar technology transformation of Sydney Motorsport Park (SMSP) in Eastern Creek, NSW.

With SMSP being Australia’s only ‘365’ motor racing circuit under permanent LED lighting, the new partnership between PMY and operators of the government-owned racing circuit, the Australian Racing Drivers’ Club (ARDC) will see the $4 million investment in the motorsport precinct deliver an 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 45 square metre welcome screen, four 12 square metre double sided elevated cantilever LED boards, and 144 metres 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 Managing Director Paul Yeomans notes “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’.

ARDC Chief Executive Glenn Matthews adds “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.

Brad Reed, Head of Marketing - B2B Solutions at LG Electronics Australia advises “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.”

Works are expected to be completed in time for one of SMSP’s hallmark events, the Repco Supercars Championship Sydney SuperNight on 22^nd August.

Supercars Chief Executive Sean Seamer advises “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 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.

Founded in Melbourne, Australia in 2009 with a simple vision to provide major venues and sporting teams with independent advice to support their technology needs, PMY Group has assisted more than 200 venues and major events across 14 countries and has offices located in Australia, USA, UK, and Asia.

PMY Group’s current clients include venues and events such as Tennis Australia (AO2021), Australian Turf Club, Kai Tak Sports Park in Hong Kong, Tokyo 2021 Olympics, Paris 2024 Olympics, the US Tennis Association, Houston Rockets, New York City FC, The Open Championship, Fulham Football Club, UEFA (including various football associations) and England & Wales Cricket Board.

Since 1952 the ARDC has been the premiere automotive racing body hosting high profile motorsport events across NSW (most notably Mount Panorama Bathurst from’63–’98) as well as managing many of NSW’s leading motorsport circuits including Amaroo, and since 1996 Australia’s Home of Motorsport, Sydney Motorsport Park (SMSP) at Eastern Creek, Sydney.

The ARDC vision is to create a global leading venue for motorsport competitors and enthusiasts and to become the central home for motorsport in Australia. SMSP is a multipurpose venue that hosts more than 330,000 visitors per annum via 600+ events including the SUPERCARS Championships, World Time Attack, Shannons Nationals, Porsche Rennsport and Ferrari Festivals, multiple grassroots car and bike racing and experiences, auto manufacturer days including Audi, BMW, and Mercedes plus brand launches, community events, festivals and more.

For further information: www.pmygroup.com

For further information: www.ardc.com.au. www.sydneymotorsportpark.com.au

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