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…
Nov 25, 2014, 8:07 PM EST
A post-season exit survey provides some very interesting fan data on NASCAR’s latest version of its post-season format.
Nov 25, 2014, 7:00 PM EST
The outgoing crew chief for Dale Earnhardt Jr. also talks about his successor needing to make his own mark.
Nov 25, 2014, 5:45 PM EST
The Delaware family court hearing is a separate matter from the ongoing police investigation into allegations of assault against Busch by his ex-girlfriend.
Nov 25, 2014, 5:15 PM EST
Brian Scott gets a new crew chief for 2015’s XFINITY campaign.
Nov 25, 2014, 4:44 PM EST
It may be Thanksgiving week but NASCAR AMERICA is still on tonight at 5 p.m. ET.
Nov 25, 2014, 4:30 PM EST
The ex-Caterham pilot runs 95 laps in the Sauber C33 at Yas Marina Circuit.
Jay Mohr back to host this year’s NASCAR Sprint Cup Awards; Aloe Blacc, Lady Antebellum among performers
Nov 25, 2014, 3:48 PM EST
A star-studded affair to come for NASCAR in Las Vegas.
Nov 25, 2014, 3:00 PM EST
Palmer logs only 37 laps for Force India in Abu Dhabi, but places fourth on the time sheets.
Nov 25, 2014, 2:30 PM EST
Caterham not only stays for test, but banks 100-plus laps on Tuesday in Abu Dhabi.
Nov 25, 2014, 2:00 PM EST
Carlos Sainz Jr. has a good day with Red Bull, as he stakes claim for Toro Rosso seat in 2015.
Nov 25, 2014, 1:30 PM EST
Rosberg pounds out 114 laps – the most of any driver – in Day 1 of testing in Abu Dhabi.
Nov 25, 2014, 1:00 PM EST
IndyCar’s available pool of talent, as always, is larger than the number of remaining seats.
Nov 25, 2014, 12:30 PM EST
The Ford squad enters this week’s World RX finale down four points in their fight for the team championship.
Nov 25, 2014, 12:00 PM EST
McLaren-Honda gets out, with ideally more to come on Wednesday.
Nov 25, 2014, 11:36 AM EST
One Mercedes team on top, one former Mercedes team gets install laps only.
Nov 25, 2014, 11:00 AM EST
Go inside the numbers of this year’s final F1 points standings.
Nov 25, 2014, 10:00 AM EST
GP3 champ to have first F1 run.
Nov 25, 2014, 9:40 AM EST
Ex-Lotus reserve will have his first IndyCar test in December.
Nov 24, 2014, 8:03 PM EST
The two drivers answer the call of the open road.
Nov 24, 2014, 6:26 PM EST
The future NASCAR on NBC analyst talks about how Rick Hendrick and his partnerships with Jeff Gordon and Dale Earnhardt Jr. have impacted his life.
Video from NASCAR America
- Bottas leads as McLaren-Honda delayed on first day of Abu Dhabi test 3
- Steve Letarte reflects on Hendrick Motorsports career in “exit interview” (VIDEO) 3
- Weekend wrap: Lewis Hamilton back on top of the F1 mountain 4
- Maurizio Arrivabene replaces Marco Mattiacci as Ferrari team principal 4
- Abu Dhabi GP Paddock Notebook – Sunday 0
- Hamilton calls second title victory “the greatest day of my life” 3
- Hamilton clinches second F1 world title by winning Abu Dhabi GP 11