Daytona International Speedway extends deal with Rolex as title sponsor of 24-hour race

Daytona International Speedway has extended its partnership with Rolex as the title sponsor for the annual 24-hour endurance race at the famed track.

The new deal also gives Rolex naming rights to a new front-stretch lounge and suite level in the Daytona Rising project. The $400 million renovation — which includes redesigned entrances, spacious social areas and more comfortable seats in the grandstands — is scheduled to be completed next January.

Rolex has been connected to Daytona since 1963, when it first presented a watch to winning drivers of the race.

Stewart Wicht, president and CEO of Rolex Watch USA, says expanding the partnership to include the Daytona Rising project provides us with "an unprecedented platform to showcase our brand."