Strategic assets Leverage Penske Entertainment’s ownership of the Indianapolis Motor Speedway, the NTT INDYCAR SERIES, and IMS Productions to cross-sell: premium sponsorship activations, event production services, and media/production partnerships with ADP or its clients seeking high-visibility sports marketing and scalable event analytics.

Diverse tech stack Target opportunities around data and analytics, leveraging the company’s use of OpenAPI, Salesforce, Hadoop-like platforms, MLflow and Python data tools to propose integrated HR, payroll, or workforce analytics solutions that can scale for large, event-driven organizations and production teams.

Growth through partnerships Position ADP’s ecosystem and recent M&A activity as a gateway to expanded enterprise collaborations with Penske Entertainment, offering joint go-to-market programs for HR tech, talent management, and payroll integrations that support international events, large staffs, and diverse workforces.

Awards and trust Capitalize on recognition from HR tech innovation awards to pitch ADP as a trusted, innovative partner for Penske’s people operations, suggesting solutions for workforce planning, compliance, and employee engagement across large, mixed-labor environments at major racing events.

Operational scale Highlight how the organization’s mid-market to enterprise profile (employees 501-1000; revenue in the hundreds of millions) aligns with enterprise-grade solutions, offering scalable deployments, security, and continuous delivery to support production, media services, and large-scale event logistics.