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…
Oct 19, 2014, 9:00 PM EDT
The Captain doesn’t mind some emotion and edge from his veteran driver.
Oct 19, 2014, 8:19 PM EDT
If you’re a hardcore NASCAR fan, even if your favorite driver has been eliminated for the remainder of the Chase for the Sprint Cup, you’re probably asking a very poignant question: Now what?
Oct 19, 2014, 7:43 PM EDT
Newman finished fifth in today’s race at Talladega and entered the Eliminator Round of the Chase with a 27-point cushion over the cutoff.
Oct 19, 2014, 7:00 PM EDT
While they’re still missing a checkered flag, Newman and Kenseth are doing what they have to do.
Oct 19, 2014, 6:33 PM EDT
Hendrick Motorsports began Sunday at Talladega with four teams still in the Chase for the Sprint Cup. But its race day ended with three of those four eliminated from advancing to the next round, and veteran Jeff Gordon left as the lone HMS to move on.
Oct 19, 2014, 6:01 PM EDT
Defending Sprint Cup champ Jimmie Johnson, teammates Dale Earnhardt Jr. and Kasey Kahne, and Kyle Busch were all eliminated from advancing in the Chase Sunday at Talladega.
Oct 19, 2014, 5:46 PM EDT
One week after being part of the post-race controversy in Charlotte, Keselowski gets the victory he needed to keep his season going.
Oct 19, 2014, 5:35 PM EDT
Dale Earnhardt Jr.’s dream of his first Sprint Cup championship this season ended in a nightmare two laps from the end of Sunday’s Geico 500 at Talladega Superspeedway.
Oct 19, 2014, 4:47 PM EDT
Busch had been up 26 points over the Chase cutoff going into today’s race.
Oct 19, 2014, 3:55 PM EDT
Dale Earnhardt Jr. and Jimmie Johnson – in must-win situations – have been among the top performers in Sunday’s Geico 500 at Talladega Superspeedway.
Oct 19, 2014, 3:27 PM EDT
Keselowski one of several drivers needing a win today at Talladega.
Oct 19, 2014, 2:59 PM EDT
When it comes to the NHRA, there’s only one Pomona. And now there’s a new book to commemorate the upcoming 50th anniversary of the season-ending NHRA World Finals.
Surprising revelation: Dale Jr. admits he coasted earlier in his career — ‘I just rested on my legacy and last name’
Oct 19, 2014, 2:22 PM EDT
In one of the most candid interviews of his career, Dale Earnhardt Jr. admitted that he hasn’t always been as determined and focused on success as he is now.
Oct 19, 2014, 2:00 PM EDT
The motorsport world continues to send its support to Bianchi and his family two weeks on from his accident in Japan.
Oct 19, 2014, 1:12 PM EDT
One day after it was revealed that Richard Petty Motorsports will have to find a new base for its racing operations, the legendary Hall of Famer’s teams are going home in a sense.
Oct 19, 2014, 12:15 PM EDT
Junior: “We’re going to go out there and try to accomplish that goal and give it all we’ve got.”
Oct 19, 2014, 12:00 PM EDT
Esteban Ocon champion as the FIA F3 European Championship season comes to an end at Hockenheim in Germany.
Oct 19, 2014, 11:00 AM EDT
Former F1 driver will consider his options for 2015 over the winter.
Oct 19, 2014, 10:00 AM EDT
They named him “Baby Schumi” back in 2008, and the moniker is becoming all the more relevant as he prepares for life with Ferrari in 2015.
Video from NASCAR America
- Roger Penske defends Keselowski, says other drivers “jealous” of his success 0
- What now if your favorite driver is eliminated from Chase? 1
- Brad Keselowski wins at Talladega on 2nd G-W-C attempt, advances in Chase 10
- UPDATED: Chase contender Kyle Busch back on track after Lap 102 crash (VIDEO) 0
- Faced with must-win scenarios, Earnhardt, Johnson lead halfway at Talladega 0
- Surprising revelation: Dale Jr. admits he coasted earlier in his career — ‘I just rested on my legacy and last name’ 0
- With nothing left to do but win, Dale Earnhardt Jr. faces Talladega with optimism 0