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 19, 2014, 1:45 PM EDT
German driver rallies to finish in the top five in both sessions despite an engine failure.
Sep 19, 2014, 1:30 PM EDT
Already in the Contender Round for the Chase, Keselowski gets his weekend at New Hampshire off to a good start.
Sep 19, 2014, 1:00 PM EDT
German driver feeling comfortable ahead of qualifying in Singapore tomorrow.
Sep 19, 2014, 12:43 PM EDT
IndyCars get their first postseason running with Firestone tire test next week.
Sep 19, 2014, 12:30 PM EDT
Not what the Venezuelan would have planned heading into his Friday programme at Marina Bay.
Sep 19, 2014, 12:00 PM EDT
Returning to Kyle Busch’s No. 51 Truck, the 17-year-old Jones is making his first appearance this weekend at the New Hampshire Motor Speedway.
Sep 19, 2014, 11:30 AM EDT
One of the most controversial F1 rulings in history could be scrapped after just one season.
Sep 19, 2014, 11:03 AM EDT
A red flag for Pastor Maldonado stops Nico Rosberg from posting a quick lap time, forcing him to settle for P12 at the finish.
Sep 19, 2014, 10:53 AM EDT
Belardi Auto Racing confirms its first Indy Lights driver for 2015.
Sep 19, 2014, 9:15 AM EDT
Can Fernando Alonso double up to top FP2? Or will Mercedes rise to the top as night falls in Singapore?
Sep 19, 2014, 8:30 AM EDT
Who will star under the lights in Singapore? The MST writing team has its say.
Sep 19, 2014, 8:00 AM EDT
Will Buxton brings you the latest news and interviews from the paddock in Singapore.
Sep 19, 2014, 7:33 AM EDT
First blood goes to Ferrari in Singapore as Vettel and Vergne hit trouble.
Sep 19, 2014, 6:30 AM EDT
Teams put pressure on F1’s governing body to perform u-turn on the planned radio limits.
Sep 19, 2014, 5:45 AM EDT
FP1 offers the first chance for drivers to get to grips with the Marina Bay Street Circuit in the 2014 cars. Watch live on Live Extra from 6am ET.
Sep 18, 2014, 9:21 PM EDT
While Boris Said was getting ready for this weekend’s IMSA Tudor Championship event at Circuit of the America’s in Austin, Texas, it’s noteworthy to mention that Thursday was his 52nd birthday.
Sep 18, 2014, 9:02 PM EDT
Michael Waltrip took a big step when he agreed to compete on Season 19 of “Dancing With the Stars.” Now, Waltrip has gone and put his foot in his mouth by trying to kick Dale Earnhardt Jr. in the behind, so to speak.
Sep 18, 2014, 8:15 PM EDT
Given how important – and potentially how wild – the ninth and next-to-last race of the Chase for the Sprint Cup will be, Phoenix International Raceway is calling in some extra muscle for drivers who may potentially get out of hand.
Sep 18, 2014, 7:04 PM EDT
Owning a NASCAR team is like being a contestant on Wheel of Fortune, they both answer to “Big money, big money.”
Sep 18, 2014, 6:29 PM EDT
New Hampshire is one of four New England states to host a NASCAR event and is huge to the racing community in the area. Having four tracks that far North allowed the sport to grow from its southern roots.
Video from NASCAR America
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