Sep 30, 2013, 3:00 PM EST
IZOD got what it could from the first four years of its six-year relationship with IndyCar before announcing its departure. It’s easy to forget now but there was a crescendo of activation from its initial dip into the series’ waters in 2008 through the end of the 2011 season.
While the last two years have seen a minimal IZOD presence, the presence of one partner increasing its visibility has been obvious and a second, long-time partner also makes quite decent sense. On the surface, it seems logical one of the two will take over for IZOD as title sponsor of the IndyCar Series.
Verizon would be a major coup for IndyCar title sponsor. It entered on a part-time basis with Roger Penske in 2009, with Will Power’s third car carrying Verizon signage at two races (Long Beach, Indianapolis). Verizon upped the ante to full-time sponsorship in 2010 with Power and hasn’t looked back since.
Beyond the No. 12 Team Penske Chevrolet, though, Verizon has entered into a partnership with IndyCar via the official Verizon INDYCAR app, and it has a team of marketing people at every race working to provide inside access for the fans. Verizon has also been visible on the rear wheel guards of every single IndyCar this year, new for 2013.
From a “beyond IndyCar” standpoint, think for a second about how many Verizon stores and dealers there are nationwide. You have a company that could use IndyCar as its selling point versus NASCAR – sponsored by rival Sprint. Marketing aspects could include speed (230 mph-plus), the Indianapolis 500, and a variety of circuits and markets unmatched by any North American series. It also targets a much wider demographic outside the niche that is racing fans, given the level of exposure and the number of individuals nationwide who have Verizon products.
It’s exciting to write about the possibility, and I’m hoping it’s not just a dream at this point. If not Verizon, though, there’s one other company that makes a ton of sense:
IndyCar, its drivers and teams, love their Firestone tires. So much so, that there was a near mutiny toward the end of Randy Bernard’s era at the helm of the series at the mere suggestion of Continental tires coming into play as a replacement, both as a tire partner and potential title sponsor.
Looking at Firestone’s landscape this year, there have been many key changes. Longtime heads Al Speyer and Joe Barbieri have moved on. The company entered into sports car racing this year with the Bridgestone brand supplying the DeltaWing, but that will end at the end of the year with all prototypes in Tudor UnitedSports Car running on – ironically – Continentals next year. Additionally, Firestone moves on from Indy Lights at the end of the year, with Cooper supplying them next year.
From a branding and activation standpoint, Firestone could put all its muscle behind IndyCar and there would be no better way to do so than as title sponsor.
I will say this as a word of caution, though. Firestone would be a more conservative choice because it penetrates an older audience and the automotive market first, whereas you tend to think of Verizon as a company that could reach a wider, younger audience.
And if history is a judge, Firestone’s been here before. The awkward, clunky “Bridgestone presents the Champ Car World Series powered by Ford” from 2003 through 2006 was a nice way of saying, “Well, we have Firestone/Bridgestone support, but not much else.” By 2007, the warning signs had emerged for Champ Car, Bridgestone pulled its title sponsorship and Champ Car was absorbed by INDYCAR prior to 2008. Correlation is not causation, I know, but I don’t think anyone in the current landscape wants to feel the same about the possibility of a Firestone title sponsorship this time around.
Bottom line: I’d be happy with either, given their current involvement in the sport and respective levels of activation. So long as we don’t hearken back to the “Pep Boys” or “Northern Lights” eras…
Dec 22, 2014, 2:00 PM EST
Truex’s first year with Furniture Row Racing was largely disappointing.
Dec 22, 2014, 1:00 PM EST
Ambrose narrowly missed clinching a Chase berth after his epic battle at the Glen with A.J. Allmendinger.
Dec 22, 2014, 12:30 PM EST
A quick roundup of who’s where at the moment in Indy Lights, Pro Mazda and USF2000.
Dec 22, 2014, 11:19 AM EST
IMSA’s Scot Elkins joins MRTI as race director.
Dec 22, 2014, 11:00 AM EST
The New Year’s Eve IndyCar is revealed.
Dec 22, 2014, 10:15 AM EST
In interview, Carl Edwards sets some high goals for himself in first year with JGR.
Dec 22, 2014, 9:29 AM EST
Bullins up to the Cup level as crew chief of Blaney’s No. 21.
Dec 21, 2014, 8:00 PM EST
Junior speaks highly, already, of new crew chief Greg Ives.
Dec 21, 2014, 6:30 PM EST
Ex-Sauber driver Adrian Sutil calls out F1 pay-driver situation, although it could just be a case of sour grapes.
Dec 21, 2014, 5:30 PM EST
A number of tweaks are coming for the global sports car racing series.
Dec 21, 2014, 4:58 PM EST
Going back to his dirt track roots, Ricky Stenhouse Jr. finished eighth in the fifth annual Great Clips Battle at the Center in DuQuoin, Ill., on Saturday.
Dec 21, 2014, 4:00 PM EST
The XFINITY Series driver for Richard Childress Racing marries girlfriend Haley Carey.
UPDATED — Highway to Hell(cat): Owner wrecks 707-hp Dodge Challenger SRT Hellcat one hour after buying it
Dec 21, 2014, 2:54 PM EST
With just 40 less horsepower than a 2015 Sprint Cup car, the new Dodge Challenger SRT Hellcat is VERY powerful. One new Hellcat owner, who bought it just one hour earlier, found out the hard way about all that power.
Dec 21, 2014, 2:30 PM EST
The Outlaw takes on the Indianapolis 500 and the Coca-Cola 600 in the same day.
Dec 21, 2014, 1:00 PM EST
Vickers made his full-time return to Sprint Cup action in 2014, which in itself was a victory.
Dec 21, 2014, 12:26 PM EST
Paul Menard had a decent season at times in 2014, but fell short of making the Chase in the final qualifying race.
Dec 20, 2014, 11:42 PM EST
New York State’s Empire Racing took the three fastest spots as ARCA completed a two-day open test at Daytona International Speedway.
Dec 20, 2014, 9:11 PM EST
See NHRA great John Force like you’ve never seen him in this video, shot mainly through the eyes of his grandsons Jacob and Noah.
Dec 20, 2014, 8:16 PM EST
Dr. Dick Berggren will receive yet another prestigious honor in his career. He’ll be inducted into the Maine Motorsports Hall of Fame in April 2015.
Dec 20, 2014, 7:00 PM EST
The staff at New Hampshire Motor Speedway got into the holiday spirit, caroling with a unique NASCAR twist in a newly-released video.
Video from NASCAR America
- Carl Edwards: “I plan on winning 10 races and the championship” 2
- NASCAR: Dale Jr. expects even more performance in 2015 1
- UPDATED — Highway to Hell(cat): Owner wrecks 707-hp Dodge Challenger SRT Hellcat one hour after buying it 53
- John Force like you’ve never seen him: ‘Papa John’ the grandfather (video) 0
- Michael Schumacher’s son, Mick Jr., has ‘secret’ F4 test 3
- Report: The Sprint Experience will not return in 2015 4
- Vergne joins Ferrari as a test driver 1