When NASCAR comes to Naval Base Coronado for its first event on an active military base this summer, the race will be called the Anduril 250, but the course the drivers will be tackling will have a much more San Diego-centric name.

It’s a 16-turn, 3.4-mile circuit, so, it’s all too fitting that it’s named after a company famous for circuits. The track is now officially called the Qualcomm Circuit. NASCAR smartly partnered with San Diego-based tech giant Qualcomm Technologies to help them put it together.

“It’s a way for us to sort of carve out a special place within San Diego race weekend and gives us a platform to tell our story,” says Don McGuire, Qualcomm’s chief marketing officer (and Torrey Pines High School alumnus).

The match is perfect. Qualcomm has been entrenched in San Diego for four decades, creating technologies that are found in just about every mobile and computing device on the market, and the sports world is in the middle of a data-driven tech revolution.

“You can’t really talk about sports without talking about technology and the integration of that technology, whether it’s to enhance performance, whether it’s to enhance fan experience, office operations in the stadium or outside of the stadium, on broadcast,” McGuire said. “So, sports and technology are now almost synonymous with each other.”

The track is the third-longest in NASCAR history, on an active Navy base, potentially in the middle of a war with Iran. Qualcomm will be providing the connectivity for the event, a massive undertaking under those circumstances, and they say they have a plan to make sure nobody in attendance has trouble filling their social media accounts.

“Our main goal is to make sure that people have the most advanced Wi-Fi 7 connectivity experience that they can have,” McGuire said. “Whether it’s on a mobile device or on a computer, or whatever they’re using to connect to the internet, whether you’re a fan trying to share and post and engage in social media around the race, weekend activities, or you’re part of the operations of the race itself. We want to make sure that connectivity is there for people so they have a really, truly seamless experience.”

This doesn’t just apply to fans attending the race. Those watching the TV broadcast will also be able to enjoy another new innovation.

“We’re actually working with the broadcast partners for the Sunday race to provide a special vantage point for viewers that is powered and shot on Snapdragon,” McGuire said.

The idea is to take one of the more remote turns and, instead of having a traditional camera with a live broadcast unit, simply setting up a smartphone and using it as a live TV signal.

Snapdragon Stadium is named after one of Qualcomm’s signature products. Over the past few years, they’ve made inroads in the sports space and see the first NASCAR race in America’s Finest City as a perfect chance to further grow there.

“Sports is a passion point for people,” McGuire said. “And so, if we can tell our story through that passion point, it really connects emotionally with folks. That’s why we do it. There are passionate fans all over this country about NASCAR so we’re really looking forward to attaching ourselves to that passion.”

Construction on the Qualcomm Circuit will begin in late May. NASCAR San Diego Weekend begins on Friday, June 19, and, as of today, fans are still expected to be allowed on base for the event. For ticketing information and a rundown of the weekend’s festivities, click here.