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…
Sep 3, 2015, 5:38 AM EDT
Williams confirms an unchanged line-up for 2016, keeping Bottas and Massa together for a third season.
Sep 2, 2015, 6:16 PM EDT
The TV times for this weekend’s Italian Grand Prix.
Sep 2, 2015, 4:33 PM EDT
$2,500 fine levied against No. 22 team for pit road infraction.
Sep 2, 2015, 2:36 PM EDT
Jann Mardenborough steps up from GP3 into GP2 this weekend.
Sep 2, 2015, 1:00 PM EDT
Hinchcliffe recalls racing, commentating on Justin Wilson.
Sep 2, 2015, 12:26 PM EDT
Leah Pritchett looks to make her mark even more in NHRA Top Fuel, going into U.S. Nationals.
Sep 2, 2015, 11:22 AM EDT
Dixon offers a rebuttal to Montoya’s dig about a “poor” season.
Sep 2, 2015, 10:11 AM EDT
Stefan Wilson recalls his favorite racing moments of brother Justin.
Sep 2, 2015, 9:17 AM EDT
Hulkenberg reveals he held talks with Haas F1 Team about a seat for 2016 before opting to remain with Force India.
Sep 1, 2015, 6:37 PM EDT
Sato improved four spots in the driver standings over his 2014 result.
Sep 1, 2015, 5:25 PM EDT
Substituting for James Hinchcliffe, Briscoe ended his abridged 2015 with his first top-five finish of the year.
Sep 1, 2015, 4:07 PM EDT
Walker spoke with racing journalist Gordon Kirby about his two years in charge of competition and operations.
Sep 1, 2015, 2:00 PM EDT
A look at the festivities held in San Francisco on Monday night.
Sep 1, 2015, 1:07 PM EDT
Track president George Bruggenthies provided details on what to expect at the track next June.
Sep 1, 2015, 12:09 PM EDT
Justin Wilson won the fan vote for favorite driver.
Sep 1, 2015, 9:19 AM EDT
Hulkenberg announces two-year extension with Force India F1.
Sep 1, 2015, 9:00 AM EDT
NBCSN’s Townsend Bell checks in for the final IndyCar installment of “Ten with Townsend” for 2015, after Sonoma.
Aug 31, 2015, 6:45 PM EDT
MotorSportsTalk’s Tony DiZinno reflects on the latest championship achieved by Scott Dixon and the Target Chip Ganassi Racing team.
Aug 31, 2015, 5:35 PM EDT
Damien Power hits Sonoma to meet up with brother Will. Hilarity ensues.
Aug 31, 2015, 12:42 PM EDT
Rosberg is now a dad.
- Bottas and Massa to remain with Williams for 2016 0
- Here are your TV times for this weekend’s Italian Grand Prix on NBCSN, Live Extra 0
- James Hinchcliffe describes how inspired he was by Justin Wilson 1
- Dixon: “I don’t think anybody had a stellar season” 12
- Watkins Glen, Baltimore stand out for Stefan Wilson’s favorite race memories of brother Justin 2
- Report: Derrick Walker reflects on IndyCar tenure and future 1
- Scott Dixon awarded $1 million for fourth championship at IndyCar banquet 1