Zionsville, Ind. / San Diego, Calif. – [April 10, 2025] – Rahal Letterman Lanigan Racing (RLL) and Spark Compass, a leader in AI-powered, contextually intelligent communication platforms, have announced an innovative partnership to enhance fan engagement, data-driven decision-making, and digital transformation in motorsports for the remainder of the 2025 NTT INDYCAR SERIES season.
Through this partnership, Spark Compass becomes the Official Fan Engagement, CRM, and AI Partner of RLL, deploying its patented AI (Augmented Intelligence), IoT, and Fan Engagement technologies to create hyper-personalized, real-time experiences for fans, sponsors, and stakeholders. This collaboration will introduce the RLL Fan Engagement Platform powered by Spark Compass, a cutting-edge AI-driven app and over-the-top (OTT) video streaming solution designed to offer exclusive digital experiences to fans, beyond traditional social media channels.
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.
“We are excited to partner with Spark Compass and leverage their innovative AI and engagement platform to bring a new level of digital interactivity to our fans,” said Bobby Rahal, Co-Owner of Rahal Letterman Lanigan Racing. “This partnership aligns perfectly with our mission to integrate cutting-edge technology into motorsports, strengthening our connection with fans and delivering measurable value to our sponsors.”
“RLL is a forward-thinking team that recognizes the power of AI and real-time data analytics in shaping the future of motorsports,” said Bernt Erik Bjontegard, Founder and CEO of Spark Compass. “Our platform is designed to seamlessly connect the physical and digital worlds, allowing fans to engage with the sport in entirely new ways while providing RLL with cutting-edge insights that drive performance, sponsorship value, and fan loyalty.”
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.
For more information, visit sparkcompass.com and rahal.com.
About Rahal Letterman Lanigan Racing
Rahal Letterman Lanigan Racing, based in Zionsville, Ind., is co-owned by three-time IndyCar Champion and 1986 Indianapolis 500 winner Bobby Rahal, former CBS Late Show host David Letterman and Mi-Jack co-owner Mike Lanigan. In 2025, the team will compete in its 34th year of competition and will attempt to add to its 30 Indy car wins – including the 2004 Indy 500 from pole with Buddy Rice and the 2020 Indy 500 with Takuma Sato — their 37 poles, 112 podium finishes and 1992 series championship. The team also competed in the American Le Mans Series from 2009-2013 as BMW Team RLL where they won both the Manufacturer and Team Championships in the GT category in 2010 and swept all three GT titles in 2011 – Manufacturer, Team and Driver. In 2012, the team finished second in the Team Championship and third in the Manufacturer Championship and in 2013, the team finished second in the Driver, Team and Manufacturer Championship. From 2014 to 2021, BMW Team RLL competed in the GTLM class of the IMSA WeatherTech SportsCar Championship with a two-car program. In 2022, BMW M Team RLL competed in the GTD PRO class in IMSA while simultaneously ramping up for a two-car program in the much-anticipated GTP class in IMSA for 2023. In total, the team has earned 24 wins – including the 2019 and 2020 Rolex 24 at Daytona endurance races, 30 poles and 103 podium finishes prior to the start of the 2025 season. BMW M Team RLL highlights also include second-place finishes in the Manufacturer, Team and Driver championships in 2015 and 2017 and being named the 2020 Michelin North American Endurance Champions.
About Total Communicator Solutions, Inc. dba Spark Compass
Total Communicator Solutions, Inc., doing business as Spark Compass, is a leader in contextually intelligent communication platforms that seamlessly integrate AI (Augmented Intelligence), IoT, and Phygital (Physical + Digital) experiences to bridge the physical and digital worlds, delivering Data with a Purpose™. Founded by former NASA and Qualcomm executive Bernt Erik Bjontegard, Spark Compass empowers organizations to retain ownership of user relationships, driving deep engagement, loyalty, and measurable results. Through its patented technology, the platform powers fan engagement, real-time interactions, immersive experiences, and AI-driven insights for major sports teams, leagues, events, healthcare, retail, and smart cities. Spark Compass delivers Proof of Presence, Proof of Performance, Proof of Engagement, and Proof of User Satisfaction, offering actionable insights that enhance attendance, sales, and content interaction. Spark Compass is integrated with wearables, smart speakers, smartwatches, IoT sensors, digital displays, XR/VR, in-environment sensors, and AI-driven analytics, ensuring hyper-personalized and dynamic experiences. The Spark Compass PLUS Streaming Platform extends engagement by enabling seamless interactive content delivery beyond conventional digital platforms. Trusted by sports teams, sports federations, venue operators, race teams, global enterprises, and OEMs, Spark Compass is setting new benchmarks in AI-powered fan engagement, streaming, connectivity, and predictive analytics in motorsports, enterprises, and entertainment. With partnerships including IBM Watson X AI and Spark Compass is pioneering next-generation digital transformation.
Source: Rahal Letterman Lanigan Racing
