Sep 30, 2013, 3:00 PM EST
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…
Feb 27, 2015, 7:00 PM EST
IndyCar drivers hit several race markets for “Focus” premieres.
Feb 27, 2015, 5:00 PM EST
How well does Josef Newgarden dunk? Find out in video he does with Indiana Pacers “Power Pack.”
Feb 27, 2015, 4:30 PM EST
French driver set for a fourth season in GP2 this year with Lazarus.
Feb 27, 2015, 4:00 PM EST
One of California’s more prestigious racing awards has its nominees revealed.
Feb 27, 2015, 3:00 PM EST
Indy Honor Flight event to be held at CGR shop in Indianapolis on Saturday.
Feb 27, 2015, 2:30 PM EST
Massa says that the main thing is that Alonso is okay and unhurt following his hefty crash in testing last week.
Feb 27, 2015, 2:00 PM EST
17-year-old has just one day of testing left before making his F1 debut in Australia.
Feb 27, 2015, 1:30 PM EST
Champions emerge on in a cold finale to 2015 Cooper Tires Winterfest.
Feb 27, 2015, 1:15 PM EST
First run for the VJM08 was “remarkable”, but there is still plenty to be caught up with at Force India.
Feb 27, 2015, 1:00 PM EST
German driver not happy with the setup on his W06 Hybrid despite posting the fastest time of winter testing so far in Barcelona.
Feb 27, 2015, 12:01 PM EST
The German team finally goes quickest in testing, sending a statement of intent out to the rest of the field.
Feb 27, 2015, 11:00 AM EST
F1 Commission agrees on changes for 2016 season in a bid to help aid investigations into accidents.
Feb 27, 2015, 9:32 AM EST
American driver secures a seat in GP2 after a turbulent 2014 campaign.
Feb 27, 2015, 9:17 AM EST
FIA confirms that Manor Marussia does have a place on the grid in 2015, relying it complies with the new technical regulations.
Feb 27, 2015, 9:00 AM EST
26 days after the rest of the F1 field, Force India gets its 2015 car out on track for the first time.
Feb 27, 2015, 7:41 AM EST
Spaniard posts a video on YouTube giving an update on his condition.
Feb 26, 2015, 3:00 PM EST
Brazilian driver still believes that Mercedes has the best car in F1 this year.
Feb 26, 2015, 2:00 PM EST
Briton still manages to finish third on Thursday, but is limited to just 48 laps following the power unit issue.
- Barcelona F1 2nd Test Paddock Notebook – Friday 0
- Rosberg quickest as Mercedes shows its hand on day two 0
- Alexander Rossi confirms return to GP2 in 2015 with Racing Engineering 2
- FIA issues updated F1 entry list including “Manor Marussia” 3
- Fernando Alonso thanks fans for support following crash 0
- Barcelona F1 2nd Test Paddock Notebook – Thursday 0
- Massa fastest for Williams as final F1 pre-season test begins 5