Sep 30, 2013, 3:00 PM EDT
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…
Aug 3, 2015, 6:59 PM EDT
Quick recaps of the other two races at the Mid-Ohio Sports Car Course weekend from PWC and MRTI.
NHRA: ‘Fast Jack’ Beckman earns 5th Funny Car win of 2015; Brown (TF), McGaha (PS), Krawiec (PSM) also win
Aug 3, 2015, 12:24 AM EDT
NHRA Funny Car driver “Fast Jack” Beckman may want to consider changing his nickname to “Faster Jack” because it doesn’t appear he’ll be slowing down anytime soon.
Aug 2, 2015, 9:47 PM EDT
Sunday’s win fulfilled a lifelong dream for Ohio-native Graham Rahal.
Aug 2, 2015, 6:14 PM EDT
Montoyas 42-point lead over Rahal all but disappears in one race.
Aug 2, 2015, 5:56 PM EDT
Sage Karam in the crosshairs again after controversial Lap 66 spin at Mid-Ohio.
Aug 2, 2015, 4:53 PM EDT
Wilson earns first podium finish since Houston in 2013.
Aug 2, 2015, 4:02 PM EDT
Quick thinking from Rahal’s strategists allows the Ohio native to storm to his second win of the 2015 season and slice the gap to Montoya in the championship race.
Aug 2, 2015, 3:12 PM EDT
Castroneves led at halfway due to off-setting pit strategy.
Aug 2, 2015, 3:00 PM EDT
Alex Lynn has made an impression during his rookie GP2 season, but can he make the step up to F1 in 2016?
Aug 2, 2015, 1:30 PM EDT
McLaren’s CEO feels the reasons behind limiting in-season testing offer a “false economy”.
Aug 2, 2015, 1:00 PM EDT
Watch live from Mid-Ohio ahead of the 14th round of the Verizon IndyCar Series season.
Aug 2, 2015, 12:00 PM EDT
Latvala wins on home soil for the second time in the WRC with a record-breaking display.
Aug 2, 2015, 11:27 AM EDT
Big drama in second Indy Lights race of the weekend at Mid-Ohio.
Aug 2, 2015, 10:30 AM EDT
What to watch for ahead of Round 14 of the Verizon IndyCar Series season, the Honda Indy 200 from the Mid-Ohio Sports Car Course.
Aug 2, 2015, 10:24 AM EDT
Hunter-Reay finishes on top ahead of Helio Castroneves and Jack Hawksworth despite crashing his car.
Aug 2, 2015, 9:35 AM EDT
The Italian Grand Prix looks set to remain at Monza beyond 2016 thanks to a tax-free investment from the Italian government.
Aug 1, 2015, 7:00 PM EDT
Mazda Road to Indy and Pirelli World Challenge race updates from Mid-Ohio as they happen on one of the busiest road racing days of the year.
Aug 1, 2015, 6:48 PM EDT
Enerson finally breaks through for overdue first Indy Lights win.
Aug 1, 2015, 5:00 PM EDT
Mercedes F1 reserve driver finishes second at the Red Bull Ring to move into the lead of the DTM championship.
Aug 1, 2015, 4:46 PM EDT
In his third career start in the ARCA Racing Series, Cole Custer breezed to victory in Saturday’s ModSpace 125 at Pocono Raceway.
- NHRA: ‘Fast Jack’ Beckman earns 5th Funny Car win of 2015; Brown (TF), McGaha (PS), Krawiec (PSM) also win 4
- After dream-fulfilling day, Graham Rahal isn’t worried anymore 0
- Graham Rahal now trails Montoya by nine points in IndyCar standings 3
- Karam’s Mid-Ohio spin triggers frustration, skepticism from IndyCar paddock 9
- Rahal scores dream win on home soil in Honda 200 at Mid-Ohio 4
- Helio Castroneves leads halfway through the Honda Indy 200 at Mid-Ohio 0
- What to watch for: IndyCar at Mid-Ohio (1:30 p.m. ET, CNBC and Live Extra) 0