Driving innovation at 230 MPH: Inside the tech powering the Indy 500

I still remember the first time I fell in love with motorsports. It wasn’t at Indianapolis Motor Speedway but half a world away in Australia. My first visit to a live motorsports event was at the Australian Grand Prix and I was instantly hooked by the spectacle of Formula 1.

Little did I know back then that this passion would come full circle, with NTT DATA’s involvement in the world of INDYCAR and my introduction to the historic “Brickyard” and the Indy 500.

This Sunday I’ll soon be at the Indianapolis Motor Speedway, hearing the exhilarating rumble that builds as 33 cars fire up on the grid paired with the thunderous roar of a sellout crowd nearing 350,000 fans.

As Head of Marketing for NTT DATA North America, I have enjoyed the privilege of blending my love of racing with my professional passion for marketing. NTT DATA has been the title sponsor of the NTT INDYCAR SERIES since 2019, and our involvement in the sport has deepened every year. I get to be a fan and a storyteller at the same time, sharing the excitement of INDYCAR with others through the lens of technology and innovation.

From title sponsor to tech innovator

I often tell first-time attendees: don’t bother sitting down when the race starts – you’ll be on your feet with excitement anyway. The Indy 500 is a truly immersive experience.

When NTT became the title sponsor of the series, it marked the start of a new era – not just for the series, but for us as a technology partner. One of the biggest leaps was overhauling and launching a much more robust INDYCAR App powered by NTT DATA for fans. Back in 2019, we rolled out an upgraded app that put a world of real-time racing insights in fans’ pockets. The app provides live leaderboards, personalized telemetry data, in-car camera feeds, driver radio audio, up-to-the-moment championship standings, and more (essentially a command center for the super fan).

The results spoke volumes. Fan engagement through the app surged immediately – on race weekends the app averaged over 40,000 users, 36% higher usage than the previous year. And those fans weren’t just opening it once; they spent more time on it each session, tracking every twist and turn. Over the years, we’ve continued to improve the app, making it faster, richer in content and more interactive. If you’re a stats geek like me, you can delve into tire strategies and fuel windows. If you’re new to sport, the app helps you better understand what’s happening on track. In fact, the INDYCAR App has become the ultimate second-screen experience for fans, complementing the live broadcast or in-person viewing with real-time insights.

As the series’ Official Technology Partner, NTT and NTT DATA have deployed some incredible innovations to make each fan feel closer to the action. These days, 140+ sensors on each Indy car stream data in real time, generating over 8 billion data points during a race like the Indy 500. That data is analyzed on NTT’s Smart Platform with advanced AI and transformed into live insights and visuals for fans. So on the app (and on big screens at the track), you’ll see features like predictive head-to-head battle analysis, overtake probability, pit stop performance, and even race-winning predictions – all updated on the fly.

This level of real-time intelligence brings the complexity of racing strategy to life in a way that’s never been possible before.

Engaging the next generation of INDYCAR fans

The first time I brought my nephew, who was about 12 at the time, to an INDYDAR race the sport became fun for him when I handed him my phone with the INDYCAR App open. At first, he was just excited to take videos for his friends, but soon he started exploring the app – checking driver bios, watching a live, in-car camera feed and yelling to me the top speeds being reached on the backstretch.

Suddenly, the race wasn’t an abstract blur of cars; it was personal and interactive. That experience was a revelation for me. It reaffirmed that digital engagement is the key to capturing young fans’ imagination and attention. It’s not just about watching; it’s about participating.

Beyond virtual: Building client connections at 230 MPH

In the business world, especially over the past few years, we’ve learned to do a lot virtually. We’ve grown comfortable with video meetings, virtual conferences, and online collaboration. Yet, as effective as those tools are, nothing replaces real human interaction. The Indianapolis 500 weekend has become one of my favorite opportunities for high-impact client engagement. We at NTT DATA host clients and partners and it’s an experience that deepens relationships.

Picture a few of us standing in the pits on race morning, the cars being rolled out to the grid. I might be talking with a client and we’re both grinning like kids because a team just fired up an engine 10 feet away. That shared excitement breaks down all the formalities. We’re just two racing fans at that moment, enjoying something incredible together.

There’s something about the authenticity of the Indy 500 experience that forges bonds. Maybe it’s the adrenaline, or the fact that you spend a full day with someone soaking up highs and lows (“Did you see that pass?!” “Can you believe how fast the pit crew changed that tire?”). The raw authenticity of the Indy 500—its adrenaline, noise, and camaraderie—creates bonds that transcend boardrooms and presentations. In a business built on relationships, those moments are gold.

Cheering for #6: Nolan Siegel’s drive to succeed

This year, NTT DATA has an extra reason to cheer, we’re proudly supporting Arrow McLaren’s No. 6 car, driven by Silicon Valley native Nolan Siegel. He is a remarkable young talent – at just 20, he’s competing against veterans and showing maturity beyond his years.

In 2024 as a rookie attempting to qualify for the 108th Indy 500, Nolan faced heartbreak: a late crash on his final qualifying run knocked him out of the field, bumping him from a spot in “The Greatest Spectacle in Racing.” It was a dramatic moment that showcased how shattering Indy’s bump day can be. Nolan, however, made a statement that day to the paddock with his tenacity and coupled with winning the LMP2 class of the 24 Hours of Le Mans weeks later, he was signed by Arrow McLaren to compete in the NTT INDYCAR SERIES for the second half of last season. He ran our NTT DATA livery on the No. 6 Chevrolet last season, and we are proud to support him once again this year with the organization.

As Nolan takes the green flag for his first Indy 500 appearance on Sunday, many of us at NTT DATA will be watching with pride. His story resonates with us. Just as Nolan embodies resilience and ambition, we see NTT DATA’s values in his journey – the courage to take on big challenges, learn from setbacks and come back stronger.

One team, one dream: NTT’s global unity and values on display

In July, NTT DATA will be updating its logo and brand across all regions to further reinforce this unity. Having a high-profile presence in a global event like the Indy 500 helps rally our teams and clients around the shared brand and vision. Most importantly, the Indy 500 experience exemplifies NTT DATA’s core values in action.

• Innovation is evident in every piece of technology we deploy, from the fan engagement app to the AI-driven analytics and hybrid engines pushing the competition forward.
• Collaboration is the only way to win a race of this magnitude – pit crews, engineers, drivers, sponsors, and, yes, tech partners like us, all have to work together seamlessly. We mirror that spirit of teamwork in our own operations, and when we invite clients to join us at the race, they become part of that collaborative family for the weekend.
• And forward-looking thinking? That’s what racing (and business) is all about. You don’t win the Indy 500 by being content with the status quo; you win by looking ahead, strategizing for what’s next, and embracing change.

At NTT DATA, we foster the same forward-thinking mindset, always asking how we can leverage emerging technologies to drive better outcomes. The Indy 500, which embodies the relentless quest for speed and efficiency, is a perfect metaphor for that philosophy.

Crossing the finish line

As I envision the 2025 Indianapolis 500 winner taking that traditional swig of milk in Victory Lane, I find myself reflecting on what this event means to me and to NTT DATA. For me personally, it’s amazing to trace the arc from that young woman awestruck by a Formula 1 race in Australia to now, a marketing leader who helps shape how hundreds of thousands of people experience a race on the other side of the world. It’s a reminder that passion can propel your journey in unexpected, wonderful ways. For NTT DATA, the Indy 500 is a living laboratory and a grand stage all at once. It’s where we test new innovations and show the world who we are. It’s where our commitment to pushing boundaries meets the thrill of motorsport.

Whether you’re an avid motorsports fan or a newbie to the scene, I invite you to share this experience with us. Feel the engines vibrate in your chest. Watch the drama unfold in person or through your second screen. Cheer for the human stories – for young Nolan chasing his dream, for the legends adding to their legacies. I guarantee you’ll come away inspired. Every Indy 500 teaches me something – about technology, about teamwork, about the power of bringing people together. And as we at NTT DATA cross our own finish lines in the business world, we carry the lessons and spirit of Indy with us: always driving forward, united by innovation, collaboration, and a bold vision for the future. Here’s to the next lap!

In advance of the race, don’t forget to download the INDYCAR App powered by NTT DATA to experience the Indy 500 wherever you are. It is available to users worldwide from Apple iOS or Google Play app stores