Mobile marketing company Mobivity has signed a deal with the Circuit of the Americas racetrack in Austin, Texas.
Mobivity will work with the facility, which debuted on the Formula One calendar last year, to engage customers through mobile texting programmes during events.
Announcing the deal, Mobivity's senior vice president for sales and business development Michael Falato talked about fostering "an increased amount of fan loyalty for the facility and each of the events and races they host.”
The circuit is due to host five major motorsports events in 2013, including a second visit by Formula One, a round of MotoGP, V8 Supercars, Grand-Am Road Racing, American Le Mans and the World Endurance Championships.
Mobivity operates a cloud-based system which provides broad mobile communications and extensive CRM features.