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…
Jan 30, 2015, 7:00 PM EST
The son of NASCAR’s first African-American winner of a premier series race talks with NASCAR AMERICA’s Marty Snider about his father’s accomplishments.
Jan 30, 2015, 6:30 PM EST
CLICK HERE for stream links to tonight’s NBCSN coverage of the NASCAR Hall of Fame’s Class of 2015 Induction Ceremony in Charlotte, N.C.
Jan 30, 2015, 6:15 PM EST
Petty, a member of the NASCAR Hall of Fame’s inaugural class of inductees, speaks with NASCAR AMERICA’s Kelli Stavast before tonight’s Class of 2015 ceremonies.
Jan 30, 2015, 6:00 PM EST
Brasilia cancellation provides the latest chapter in the roller coaster ride that has been IndyCar’s international dalliance.
Jan 30, 2015, 4:05 PM EST
Alex Bowman joins Tommy Baldwin Racing for the 2015 season, replacing Michael Annett, who left for a ride at Scott Motorsports.
Jan 30, 2015, 4:00 PM EST
Coming up today: Live interviews and red carpet arrivals for tonight’s NASCAR Hall of Fame induction ceremony; a closer look at the careers of all five inductees; Gridiron Challenge preview.
Jan 30, 2015, 3:30 PM EST
2015 will be the first year that Hulkenberg has raced in F1 for two straight years with the same team.
Jan 30, 2015, 3:18 PM EST
Luca Filippi gets the opportunity several coveted, and will now have the chance to seize.
Jan 30, 2015, 2:30 PM EST
He is widely touted as being one of the brightest talents on the cusp of F1, but 2015 will be a big year for Raffaele Marciello.
Jan 30, 2015, 1:45 PM EST
With Sauber, the Swede hopes he can continue to develop and make up for a difficult rookie year with Caterham.
Jan 30, 2015, 1:15 PM EST
Marco Andretti set for a new number while Andretti Autosport continues to sort out the rest of its IndyCar lineup.
Jan 30, 2015, 12:30 PM EST
After boldly stating in 1999 that “all that can be achieved has been achieved”, Toyota will return to the WRC upon the next regulation change.
Jan 30, 2015, 12:00 PM EST
A full download of all posts from NASCAR Media Tour on NBCSports.com.
Jan 30, 2015, 11:30 AM EST
Australian driver does not feel under any added pressure in 2015 despite appearing to be the new team leader.
Jan 30, 2015, 11:15 AM EST
First video from Gridiron Challenge now up, in advance of the full event set to air tonight at 10 p.m. ET on NBCSN.
Jan 30, 2015, 10:51 AM EST
The No. 10 WTR Corvette DP reclassified to last in P after drive-time violation at Rolex 24 at Daytona.
Jan 30, 2015, 10:45 AM EST
After a miserable 2014, Raikkonen hopes that the new season and a new car will bring better fortunes for Ferrari.
Jan 30, 2015, 9:45 AM EST
Italian Luca Filippi will get the nod to drive the No. 20 Fuzzy’s Vodka Chevrolet alongside Ed Carpenter this season.
Jan 30, 2015, 9:40 AM EST
Four-time world champion is not expecting immediate success at Maranello.
Jan 30, 2015, 9:30 AM EST
Big day of coverage for NASCAR on NBC today, with 6.5 hours of coverage slated.
- WATCH LIVE: NASCAR Hall of Fame special and induction ceremony at 7 p.m. ET 0
- NASCAR Media Tour Content Recap: All posts, one place 0
- Gridiron Challenge: NASCAR drivers take football stars for a spin (VIDEO) 0
- Hall of Fame Induction Ceremony headlines 6.5 hours of NASCAR on NBCSN 0
- Ferrari reveals SF15-T for 2015 Formula 1 season 4
- Sauber aims to beat the blues of 2014 with C34’s launch 1
- Track executive arrested, charged with lewdness with 19-year-old 0