'Green' grand prix rings up title sponsor.

The inaugural Grand Prix Arizona has agreed a sponsorship deal with First Data Independent Sales Fresno by Cardservice International, which will see the 2 December event in downtown Phoenix take on the expanded title of First Data Grand Prix Arizona.

The multi-year arrangement is part of a multi-city partnership between event 'owners' Bradley Yonover and Dale Jensen - through their DDB Ventures organisation - and the financial services company which also sees the season-opener in Las Vegas backed by the same operation under the title of Vegas Grand Prix fuelled by Visa. Both deals are for a minimum of three years.

"Today marks the second phase or our growing partnership with First Data Independent Sales Fresno by Cardservice International," Yonover said, "This is a relationship that is bringing cutting-edge technology to the entertainment business, and we're excited to be at the forefront of this trend."

Through the agreement, First Data Independent Sales will bring new technology for ticketing and vending to the Phoenix event, producing prepaid Visa cards instead of the traditional paper ticket. The prepaid cards will also be available for purchase at the event to make it easier for consumers to buy goods from event vendors.

"First Data Independent Sales Fresno by Cardservice International is looking at innovative avenues to incorporate and expand our processing capabilities," explained CEO Richard Ramirez, "At the First Data Grand Prix Arizona, we're able to offer consumers and vendors the ability to process a transaction instantaneously and wirelessly, and demonstrate that First Data is at the forefront of consumer transactions in the next five years."

The race forms part of the Earthshift '07 festival, providing a 'green' element via the 'carbon-neutral' reduced emissions produced by using methanol rather than petrol to power the cars and the purchase of carbon offsets to effectively cancel out carbon dioxide emissions generated by the cars while the compete in Phoenix.

"We're hoping, through our 'green' efforts, that we begin to contribute to a shift in attitude about the environment and the use of resources," said Jensen, "A perfect example of this is using swipe card technology rather than paper tickets. Customers then have the option to reuse their swipe card for future events or deposit them in a recycle bin as they leave the venue, which will greatly reduce the waste generated at the event."

Earthshift OE07, taking place at nearby Chase Field, will showcase eco-shopping, eco-conscious musical talent, eco-fashion, organic food and drink, interactive renewable energy, and solar, bio-diesel and alternative transportation displays amongst its exhibits.