Courtesy FireKeepers Casino
Michigan International Speedway and FireKeepers Casino connected over common goals of increasing tourism in Michigan, and the camaraderie apparent among casino guests, much like NASCAR fans.

FireKeepers Casino Named Title Sponsor of June NASCAR Races


FireKeepers Casino will replace Quicken Loans as the title sponsor of the June NASCAR Sprint Cup Series race at Michigan International Speedway.

Previously the Quicken Loans 400, the major sporting attraction and one of the largest events in Michigan has been dubbed FireKeepers Casino 400 going forward. Yesterday the companies announced the FireKeepers Casino 400, a NASCAR Sprint Cup Series event, will be June 12, 2016.

"This is big. We are really excited about this one," FireKeepers Casino CEO Brian Decorah told the BattleCreek Enquirer. "When the opportunity came up for this, we went all in, we jumped at the opportunity. NASCAR and MIS draws people from all over the state and the country and FireKeepers does the same, so we saw it as a partnership between two great Michigan companies."

While the financial agreement will not be disclosed, reports that the contract will run three years.

 The Nottawaseppi Huron Band of the Potawatomi's Battle Creek, Michigan-based casino is a nautral fit for NASCAR fans, Michigan Internation Speedway (MIS) representatives observed last year, when FireKeepers sponsored Pole Day for both NASCAR Sprint Cup Series races at MIS in 2015.

“FireKeepers Casino Hotel green-lights sponsorship at Michigan International Speedway for the FireKeepers Casino 400,” said Homer A. Mandoka, Tribal Council Chairman of the Nottawaseppi Huron Band of the Potawatomi, in a press release. “We are grooved to bring the fans the best experience with the horsepower of NASCAR.”

FireKeepers Casino has found all its guests want an authentic experience and that there’s camaraderie among casino-goers—much like NASCAR fans.

“We are pleased to continue our partnership with FireKeepers Casino and its increased involvement with NASCAR for the FireKeepers Casino 400 in June,” MIS President Roger Curtis said. “The key to successful partnerships is finding organizations which have similar goals. Michigan International Speedway and FireKeepers Casino are committed to bringing tourists to the state. We both want people to come to this state and see all the wonderful things it has to offer – beautiful landscapes, fun activities year-round and awesome NASCAR racing.

Through state and local revenue sharing agreements, FireKeepers Casino Hotel has contributed more than $100 million to the state of Michigan and to a local Revenue Sharing Board since the casino opened in August of 2009. The partnership with Michigan International Speedway allows FireKeepers to continue its involvement in the community and racing, giving the opportunity to entertain its customers at NASCAR’s fastest track.

“The entire team at FireKeepers Casino Hotel is excited to join forces with one of the largest events in the state of Michigan by being the title sponsor of the June NASCAR race at MIS,” said FireKeepers Casino CEO, Brian Decorah. “The Michigan race is one of the most popular races on the NASCAR circuit, and we look forward to providing our guests with once-in-a-lifetime experiences at the track and exclusive VIP access.”

MIS and FireKeepers Casino share the same philosophy of bringing tourists to the state of Michigan.

In addition, FireKeepers Casino and MIS are both committed to the guest experience from beginning to end. They are devoted to making lasting impressions among all their fans.    

Each year about 385,000 people visit MIS, generating an economic impact of more than $414 million. Nearly 60 percent of the guests on race weekends come from outside Michigan, making MIS the largest welcome center in the state.

The partnership joining these two brands, both focused on attracting new visitors to Michigan, continues to strengthen the Michigan economy. The partnership includes title sponsorship of the June 12, 2016 Sprint Cup race.

In addition to its pair of race weekends, the track also hosts events as an innovative and diverse business, hospitality and entertainment venue, bringing several new events to Michigan in the past year.

FireKeepers Casino Hotel gives guests a chance to “Get Their Vegas On” while enjoying any of its six sizzlin’ restaurants, four-diamond hotel, amazing entertainment and your favorite slots and table games. Be sure to stop by the FireKeepers Casino Hotel booth at the New Holland Fan Plaza in June and in August.

FireKeepers Casino Hotel is a casino resort, located just off Interstate 94 at Exit 104 in Battle Creek. The property features an 111,700-square foot gaming floor with 2,900 slot machines, 70 table games, a live poker room and bingo room. FireKeepers also offers a Four Diamond resort-style hotel with 242 rooms, a functional multi-purpose event center capable of seating up to 2,000 guests, six distinctive dining destinations and multiple lounges and entertainment venues. For more information visit FireKeepers Casino Hotel is owned and operated by the Nottawaseppi Huron Band of the Potawatomi.

Michigan International Speedway in Brooklyn, Michigan, a town of about 1,200, is one of only 23 facilities in the world to hold such an event. The racetrack seats more than 72,000 people in its grandstands, with tens of thousands of others in the infield, suites and campgrounds that will all be introduced to the FireKeepers brand in June.

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