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…
Mar 27, 2015, 3:31 AM EDT
British driver responds to the pace shown by Mercedes teammate Nico Rosberg in FP1 by topping the second session on Friday.
Mar 27, 2015, 1:45 AM EDT
Catch all of the action from second practice live on NBCSN and Live Extra.
Mar 26, 2015, 11:31 PM EDT
Defending world champion forced to stop his car out on track early in practice, but Rosberg enjoys a more fruitful session.
Mar 26, 2015, 10:00 PM EDT
Malaysian GP FP1 about to launch.
Mar 26, 2015, 5:30 PM EDT
Finnish driver believes that the team has made a big step forward over the winter.
Mar 26, 2015, 4:00 PM EDT
A quick look through the runners in Indy Lights, Pro Mazda and USF2000 for 2015.
Mar 26, 2015, 4:00 PM EDT
Difficulties faced by a number of teams give Sauber an early chance to rack up some points.
Mar 26, 2015, 3:00 PM EDT
“I find it quite funny and interesting that the opinion is coming from individuals who have had so much success.”
Mar 26, 2015, 2:40 PM EDT
He’s finally the champion, but Will Power enters 2015 still with more to prove.
Mar 26, 2015, 2:00 PM EDT
NBCSN’s Will Buxton brings you the latest insight and interviews ahead of the Malaysian Grand Prix.
Mar 26, 2015, 1:00 PM EDT
Spaniard rejects claim that he thought he was in 1995 following his accident in pre-season.
Mar 26, 2015, 12:09 PM EDT
Two-time NHRA Funny Car champion Cruz Pedregon and NASCAR Sprint Cup driver Joey Logano spent an afternoon in each other’s respective worlds — and cars — on Wednesday.
Mar 26, 2015, 12:00 PM EDT
Luke Smith and Tony DiZinno give their verdict on this weekend’s Malaysian GP as Fernando returns, Manor hopes to fire up, and Red Bull prepares to declare war on Renault.
Mar 26, 2015, 11:00 AM EDT
Formula 1 heads to Malaysia for the second round of the 2015 season, but will Lewis Hamilton be able to double up and maintain his winning streak?
Mar 26, 2015, 10:00 AM EDT
Coyne heads into the season with two lesser experienced drivers, but looks to play spoiler.
Mar 26, 2015, 9:00 AM EDT
IndyCar has a wave of younger talent in the series, who need to start winning sooner rather than later.
Mar 26, 2015, 8:00 AM EDT
Both drivers failed to race in Australia due to injury, but will return this weekend.
Mar 26, 2015, 6:38 AM EDT
Ex-Force India and Sauber man moves to Williams for 2015.
Mar 25, 2015, 5:40 PM EDT
Fernando Alonso will start his 2015 F1 season in the Malaysian Grand Prix.
Mar 25, 2015, 3:57 PM EDT
After both of its cars failed to finish a lap in the season opener, Lotus looks toward the Malaysian Grand Prix.
- Hamilton hits back by topping second practice in Malaysia 0
- Rosberg quickest in Malaysia FP1 as Hamilton hits trouble 1
- Now IndyCar’s champion, Will Power’s mindset hasn’t changed heading into 2015 0
- Alonso moves to clear up testing crash conspiracy theories 2
- NHRA Funny Car driver Cruz Pedregon trades seats for a day with NASCAR counterpart Joey Logano 2
- Can IndyCar’s next generation take it to the established veterans? 1
- Fernando Alonso talks return in Malaysian GP 3