• by Amy Corr , December 20, 2016

Richmond International Raceway (RIR) named St. John & Partners (SJ&P) and PCG SportsDesk Media (PCG SportsDesk) as its agencies of record. SJ&P will handle creative and media buying and PCG SportsDesk will handle digital media. RIR also partnered with Richmond, VA-based Alliance Group and Madison+Main on a long-term branding project.

"SJ&P has a proven history in motorsports as the agency of record for Daytona International Speedway, and will bring that experience to work for Richmond International Raceway with our media strategy and creative," said Mike Waddell, vice president of marketing & communications at RIR. "Likewise, PCG SportsDesk has been a proactive partner for several NASCAR teams with a keen focus on driving results in consumer and corporate sales based on pinpoint analytics."