Introducing RLL Racing
Inspired by the IndyCar Push to Pass technology, which gives drivers a limited-use power boost to overtake competitors, RLL Racing takes the concept into the fan experience. With this innovative rewards and loyalty program, fans can engage with interactive challenges, trivia, and AI-powered content through the RLL Racing App to earn real-world rewards—including race tickets, VIP hospitality access, and even pit lane experiences.
Transforming the Fan Experience with Data and AI
Spark Compass’s contextually intelligent platform enables RLL to engage with fans in real-time, delivering personalized content, live interactions, and immersive race-day experiences. The platform utilizes Spark Compass Proof of Presence, Proof of Performance, and Proof of Engagement metrics, providing actionable insights that measure fan interaction, attendance growth, and sponsor value generation.
Powered by the Spark Compass AI platform ecosystem, the RLL Fan Engagement Platform will leverage advanced AI analytics to enhance data collection, predictive decision-making, and real-time race strategy insights. This technology also extends to wearables, smart speakers, digital displays, and XR/VR applications, ensuring that fans can interact with their favorite drivers and teams in new and engaging ways.
Official Sponsorship & Branding Integration
As part of the agreement, Spark Compass branding will appear on RLL’s No. 30 car for the remainder of the 2025 season, including team uniforms, trackside equipment, and hospitality areas. The platform will also power exclusive VIP fan experiences, allowing attendees to engage in augmented and interactive moments through the RLL SC Guest Experience Zone at select races.
Toby Sowery Appointed as Spark Compass R&D Test Driver
In conjunction with this partnership, RLL Reserve Driver Toby Sowery has been appointed as the Spark Compass Brand Ambassador and R&D Test Driver. Sowery, 28, who joined RLL as a reserve and development driver, will collaborate closely with Spark Compass to provide valuable feedback on the integration of AI and data analytics technologies as well as providing insights and content for the Fan Engagement platform.
A Model for the Future of Motorsport Engagement
With this collaboration, RLL and Spark Compass are setting a new standard for motorsports engagement, where AI-powered analytics, immersive digital experiences, and private 5G connectivity redefine how fans interact with teams and drivers. This partnership represents the next evolution of data-driven motorsports, creating an intelligent, engaging, and dynamic fan experience that will transform the way audiences connect with racing.
RLL Race Circuit Activations & Smart Venue Technology
Spark Compass is deploying AI-driven, interactive fan engagement activations at race circuits across IndyCar and BMW M-Sports IMSA events, turning each venue into a fully connected "smart" experience zone.
These activations now integrate RLL Racing App, featuring:
• AI-powered fan zones, where fans can earn points, unlock exclusive rewards, and engage with real-time race data.
• Augmented & Virtual Reality (AR/VR) experiences, immersing fans in digital race simulations and behind-the-scenes content.
• Live digital leaderboards & 5G-powered digital signage, providing real-time race updates, fan polls, and exclusive sponsor activation
