USA Today's Mike Hembree examines the new trend of high end branded hospitality areas in NASCAR, beginning with First Data's recent partnership with Atlanta Motor Speedway on the highly-regarded Restart Zone and Restart Bar.
The First Data Restart Zone, the section of race track located just before the start/finish line indicating where the race leader begins to accelerate at the start of a race or when coming out of a caution period, featured branded grass and wall areas, while the First Data Restart Bar hosted hospitality engagements for First Data executives and employees during Monster Energy NASCAR Cup Series race.