Milwaukee, WI—Genesee Racing Team announced today they have received sponsorship from Disrupt Idea Co. and will change the team name to Disrupt Racing. The change comes just ahead of this weekend’s Daytona 200 Superbike race in Daytona Beach, Fla.

Disrupt Idea Co. is a team of senior experts who combine the rigor of a management consultancy with the creativity of a marketing agency to help clients create business-defining experiences for external and internal stakeholders by aligning culture, process and technology to eliminate friction, add value, and strengthen connections.

Genesee Racing Team is excited to assume the Company name and work with Disrupt Idea Co. to further grow the Team’s brand and continue to introduce the public to the sport of motorcycle and super bike racing. “We are honored and humbled by the opportunity,” Genesee Race Team’s Tony Storniolo. “The sponsorship shows us Disrupt’s excitement for our team’s goals and we are equally as thrilled to have their support.”