California-based technology company Infineon will not renew its naming-rights deal for the speedway in Sonoma, Calif., after its deal expires in May. The news was revealed today as part of Speedway Motorsports Inc.'s annual financial report. Infineon Raceway VP/Marketing & Communications John Cardinale said that the speedway is in the marketplace looking for a new naming-rights partner to replace Infineon, which signed a 10-year, $34.6M deal in '02.
It has hired Cordova Marketing Group, which worked on the Infineon deal, to assist with the effort to find a new partner. Cardinale said, “There are three or four companies we’re talking to. I wouldn’t say they’re ready to sign, but they’re certainly interested." The end of the Infineon deal means the only NASCAR Sprint Cup Series track to currently have a naming-rights deal is Auto Club Speedway in Fontana, Calif.