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 26, 2015, 5:37 PM EDT
Newgarden scores first career win at Barber.
Apr 26, 2015, 4:43 PM EDT
We’re halfway at Barber, with Graham Rahal the leader at Lap 45 and pit stops underway.
Apr 26, 2015, 2:30 PM EDT
Meeke becomes the first British driver to win in the WRC in 13 years.
Apr 26, 2015, 2:29 PM EDT
Results from the Indy Lights’ series second race at Barber Motorsports Park
Apr 26, 2015, 2:00 PM EDT
Watch the fourth round of the IndyCar season, from Barber Motorsports Park, at 3 p.m. ET on NBCSN and NBC Sports Live Extra.
Apr 26, 2015, 1:15 PM EDT
Lotus youngster beats Nyck de Vries in a truncated second race of the Formula Renault 3.5 season.
Apr 26, 2015, 12:30 PM EDT
What to watch for ahead of Round 4 of the Verizon IndyCar Series season, the Honda Indy Grand Prix of Alabama at Barber Motorsports Park.
Apr 26, 2015, 12:00 PM EDT
Marquez undergoes minor surgery on his left hand, and is in doubt for next weekend’s Spanish Grand Prix at Jerez.
Apr 26, 2015, 10:40 AM EDT
Mick wins the third and final race of the first ADAC F4 weekend of the year at Oschersleben in Germany.
Apr 26, 2015, 9:30 AM EDT
45 delegates from the FIA had been attending the first Asia-Pacific Sport Regional Congress in Kathmandu, Nepal, on Saturday.
Apr 26, 2015, 8:30 AM EDT
The Coca-Cola signage isn’t limited to Scott Dixon’s car this weekend.
Apr 25, 2015, 7:11 PM EDT
Second in qualifying a good day at the office for Will Power, as he’s in search of his first win of the year.
Apr 25, 2015, 6:42 PM EDT
Davey Hamilton will have a one-off day back behind the wheel of a current day IndyCar, filling in for Townsend Bell at next week’s IndyCar open test at the Indianapolis Motor Speedway.
Apr 25, 2015, 6:33 PM EDT
Spencer Pigot dominates Indy Lights flag-to-flag in first race of weekend at Barber.
Apr 25, 2015, 5:57 PM EDT
Castroneves bags the pole for IndyCar’s fourth round at Barber.
Apr 25, 2015, 4:30 PM EDT
A surprise in Spain for Rowland as on-track winner Meindert van Buuren is hit with a time penalty for jumping the start.
Apr 25, 2015, 3:15 PM EDT
Audi no. 8 driver pleased with the team’s pace at Silverstone and in the recent test at Paul Ricard.
Apr 25, 2015, 2:33 PM EDT
Power on top in second IndyCar practice at Barber.
Apr 25, 2015, 1:45 PM EDT
Spanish rider was sidelined following the Qatar Grand Prix due to an arm pump injury.
- Josef Newgarden scores his first IndyCar win at Barber 0
- WATCH LIVE: Honda Indy Grand Prix of Alabama at 3 p.m. ET on NBCSN, Live Extra 0
- What to watch for: IndyCar at Barber (3 p.m. ET, NBCSN and Live Extra) 0
- Michael Schumacher’s son Mick victorious on debut ADAC F4 weekend 1
- IndyCar beats the rain, Castroneves, Penske beats the field in Barber qualifying (VIDEO) 3
- WSR: Rowland wins Formula Renault 3.5 season-opener at Motorland Aragon 0
- Preview: Barber marks end of IndyCar’s first quarter of 2015 (VIDEO) 0