As the spark plug maker Champion was transitioning to a full-line auto parts brand, it wanted to connect with customers in its hometown of metro Detroit. The M1 Concourse—a new automotive enthusiast playground—was looking for a naming rights partner for its 1.5-mile road course. And so, the Champion Motor Speedway was born as a place to have an unforgettable motoring experience.
Brophy worked with Champion to develop a distinctive identity for the Champion Motor Speedway that complimented the brand, its racing heritage, and the requirements of the M1 Concourse.
We developed track signage throughout the 87-acre site to promote Champion and reinforce its presence in subtle ways—such as with a unique straightaway design. Brophy created vehicle wrap designs for golf carts and other support vehicles for the site.
Brophy commissioned a slot car track inspired by the Champion Motor Speedway. Guests to the Speedway can race slot cars on the track and take home one in a branded gift box.