NASCAR Signage Project Highlights:
- Full-season signage management from setup through teardown
- Title sponsorship branding for the Mobile One 301 NASCAR Cup Series
- More than one mile of track wall decals
- Four full concession trailer wraps
- SEG displays for hospitality suites and hallways
- Large-format banners and billboards across grandstands
- Streamlined digital proofing for faster approvals
- On-site storage and labeling for next-season reuse
AMI Graphics has a longtime mission to turn raceways across the nation into unforgettable visual spectacles. We recently took on a significant challenge in our backyard: a complete visual makeover of New Hampshire Motor Speedway, the only NASCAR track in New England.
The Speedway welcomes thousands of fans every summer for the NASCAR series. We aimed to create a unified, eye-catching look from the parking lot to the finish line. The project encompassed tight deadlines, coordinating with sponsors, and navigating the unpredictable pace of race season.
Setting the Stage
The project kicked off in June when the track opened for the season. The main objective was ensuring the venue always looked lively and well-kept. Crews got to work installing grandstand billboards, fence mesh, and vibrant flags, signaling to both fans and drivers that race season was officially here.
As summer rolled on, every corner of the property, from the track walls to the hospitality suites, had to look fresh, professional, and ready for the cameras. AMI’s production team printed hundreds of materials, while installation crews meticulously planned each step to guarantee a seamless setup.
When Mobile One came on board as the NASCAR title sponsor just two weeks before race day, we jumped into action. We quickly designed, printed, and installed new decals, banners, and billboards on an expedited timeline. The Speedway’s operations and sales teams worked closely with us through an online proofing platform, ensuring that communication and approvals were smooth and efficient.
A Mile of Motion
One of the most eye-catching features was the track wall. We transformed more than a mile of barrier into a canvas of sponsor decals that spread across the entire circuit. The outcome was a cohesive design that caught eyes from every angle in the grandstands and was prominently featured through television coverage.
The placement of sponsors was meticulously planned, ensuring that Mobile One had a strong presence during the NASCAR race while also keeping long-term partners in the spotlight. By the time race weekend rolled around, the track’s look was unified and vibrant.
Creativity Beyond the Track
The project went beyond the racing surface. We transformed four large concession trailers into vibrant retail hubs for official merchandise. As fans entered the venue, they were welcomed by striking, full-color graphics showcasing the Speedway’s logos and the iconic NASCAR signage style.
Inside, AMI brought in SEG tension fabric displays to lend the hospitality suites a fresh, modern touch. The lightweight, high-resolution panels adorned hallways and lounge areas, providing sponsors and guests with a sleek and contemporary atmosphere.
What used to be purely functional spaces now buzzed with energy, weaving a cohesive visual narrative from the moment fans walked in.
Efficiency at Full Speed
Behind the scenes, our process management was the backbone that kept everything on track. The Speedway’s operations team could concentrate on the event, without getting bogged down by countless artwork revisions or vendor calls.
Thanks to our digital proofing system, everyone involved, from NASCAR representatives to track officials, had access to a single, organized hub to review and approve designs. This level of clarity facilitated efficient workflow and ensured that every piece met the necessary standards before heading to print.
“(The Speedway) is a great example of how we’ve grown,” said our project manager. “We’re equipped to manage large-scale projects that can shift by the hour. Our process allows clients to focus on their event while we handle every visual detail.”
Raising the Bar with NASCAR signage for Race Day
Every detail came together to create a seamless experience for fans. The project team even helped vendors revamp their concession stands and pop-up shops, whipping up fresh visuals on tight deadlines that captured the event’s ambiance.
The outcome completely changed how fans, sponsors, and TV audiences perceived the venue. The property displayed a cohesive, modern feel, bursting with energy, a true reflection of NASCAR’s excitement and AMI’s meticulous attention to detail.
“AMI Graphics exceeded our expectations in every way. They delivered our project list promptly and were incredibly professional throughout the process. Their keen attention to detail, intuitive project portal, and close location enabled us to manage unexpected projects seamlessly. We are grateful for their outstanding service,” said Matt Goslant, Vice President of Operations and Development for New Hampshire Motor Speedway.
Looking Ahead
The season marked a fresh chapter in the partnership between AMI Graphics and New Hampshire Motor Speedway. What started as a return engagement blossomed into one of the year’s most successful collaborations.
“This project demonstrated the magic that happens when a venue and a signage partner operate as one cohesive team,” said AMI’s project manager. “We planned, produced, and installed everything under pressure, and it all came together flawlessly. The Speedway entrusted us with their image, and we delivered.”
With plans already in motion for the upcoming race season, AMI and New Hampshire Motor Speedway are poised to keep elevating the standards for race day branding.
What signage was used at New Hampshire Motor Speedway?
The project included billboards, banners, wall decals, mesh, pole flags, and SEG displays for hospitality suites.
What was the biggest challenge?
Adding the Mobile One title sponsorship two weeks before race day required fast design, print, and installation work.
