Case Study: Darlington Raceway achieves ticket sales growth and streamlined military & student verification with SheerID

Darlington Raceway - Customer Case Study

Darlington Raceway, the historic NASCAR speedway in South Carolina known as "The Lady in Black" and "The Track Too Tough to Tame," aimed to boost ticket sales and better engage the large military and first-responder fanbase across the Carolinas and Georgia. To offer exclusive discounts to firefighters, law enforcement, first responders and military (active, reserve and retired) without creating friction in the purchase process, Darlington needed a reliable, user-friendly verification solution.

SheerID implemented military verification, created a customized FAQ, and hosted a branded landing page where fans complete a short verification and are auto-redirected to the ticket purchase page with the discount code embedded in the URL. The streamlined flow successfully drove the program and was quickly replicated for student pricing—SheerID completed implementation, QA and launch for the new offer in just 10 days.

Darlington Raceway