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…
Apr 20, 2014, 4:43 AM EDT
British driver goes wire-to-wire to claim his third straight win and number 25 of his F1 career.
Apr 20, 2014, 2:15 AM EDT
As the Mercedes turf war rumbles on, Red Bull and Ferrari will be waiting in the wings to pick up the pieces.
Apr 20, 2014, 2:00 AM EDT
Here’s how the drivers will line up for the 2014 Chinese Grand Prix today, live on NBCSN and Live Extra from 2:30am ET.
Apr 20, 2014, 1:30 AM EDT
He has come close before, but Hamilton finally can make it three wins in a row today in China.
Apr 19, 2014, 7:25 PM EDT
In a just-released video interview, 2012 Sprint Cup champion Brad Keselowski – looking perhaps as somber as we’ve ever seen him, at times seemingly ready to break into tears – discusses how heartbroken, if not potentially betrayed he felt in 2009 when team owner Rick Hendrick picked Mark Martin to drive the No. 5 Chevrolet instead of giving Keselowski the opportunity, even though Bad Brad insists Hendrick had previously promised him that ride in 2010.
Apr 19, 2014, 4:30 PM EDT
The former Red Bull F1 competitor will start sixth on tomorrow’s grid at Silverstone.
Apr 19, 2014, 3:30 PM EDT
If it has wheels and tires, it typically can be raced down a dragstrip. But take a pickup truck, throw in a high-power diesel engine in it, and you have a rolling battering ram that will take down anything in its path – even guard rails that are supposed to prevent that very thing from happening.
Apr 19, 2014, 3:20 PM EDT
The former GP2 competitors qualify up the grid in their respective classes for tomorrow’s WEC opener at Silverstone.
Apr 19, 2014, 3:03 PM EDT
While we don’t condone street racing whatsoever, the video below is one of the best we’ve seen in a long time. Even better, it’s more of parking lot racing, with radio controlled cars burning up the asphalt and concrete — so no actual humans, animals or real-life vehicles were put in jeopardy. An added bonus is this is an outstanding homage to the Fast & Furious series, with particular emphasis on actor Paul Walker, who was killed last December in a tragic street racing crash.
Apr 19, 2014, 1:00 PM EDT
If the Indianapolis Motor Speedway isn’t *the* coolest place to hold an Easter egg hunt, we figure it’s at least one of them.
Apr 19, 2014, 12:13 PM EDT
The future of Swan Racing in Sprint Cup racing is not looking good.
Apr 19, 2014, 10:30 AM EDT
Toyota takes the pole for Sunday’s FIA WEC opener in Silverstone.
Apr 19, 2014, 10:09 AM EDT
Couple new sponsors for GTD team within TUDOR Championship.
Apr 19, 2014, 7:45 AM EDT
All smiles for Daniel after qualifying for the Chinese Grand Prix.
Apr 19, 2014, 7:00 AM EDT
Massa and Bottas both make the top 10 despite wet conditions playing against them.
Apr 19, 2014, 6:00 AM EDT
Jim Clark’s record that has stood since 1968 has now been broken by Hamilton in China.
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