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 24, 2014, 11:06 PM EDT
Ryan Blaney and James Buescher topped Thursday’s two practice sessions for Friday’s ToyotaCare 250 NASCAR Nationwide Series race at Richmond International Raceway.
As NHRA closes in on 100 wins by female racers, it all started with one of the greatest, Shirley Muldowney
Apr 24, 2014, 10:01 PM EDT
The NHRA is just two wins away from recording 100 victories by female drivers in the sport’s all-time annals, which could happen in this weekend’s 27th annual O’Reilly Auto Parts NHRA SpringNationals presented by Super Start Batteries at Royal Purple Raceway. And while all eyes this weekend will be on drivers such as Alexis DeJoria and Courtney Force (Funny Car), Brittany and Leah Pritchett (Top Fuel) and Erica Enders-Stevens (Pro Stock) as potential candidates to set that significant milestone, it’s also time to reflect back on who started it all, the legendary Shirley “Cha Cha” Muldowney.
Apr 24, 2014, 9:02 PM EDT
If you like vintage cars, collectors cars, muscle cars — pretty much anything that looks great and is on four wheels — you owe it to yourself to check out some of the fantastic rides that were up for sale Wednesday during the first day of the Mecum Kansas City auction.
Apr 24, 2014, 9:00 PM EDT
The two IndyCar pilots have a blast at U.S. Space Camp before getting down to business this weekend at Barber Motorsports Park (Sun., 2:30 p.m. ET on NBCSN/NBC Sports Live Extra).
Apr 24, 2014, 8:21 PM EDT
Brad Keselowski had a dream season in 2012, winning his first NASCAR Sprint Cup championship. Now Keselowski wants a dream schedule on the Cup circuit – and some of his ideas make sense.
Patrick Carpentier returns to race Quebec’s famed Circuit Trois-Rivieres for first time in nearly 20 years
Apr 24, 2014, 6:34 PM EDT
It has taken him nearly 20 years, but Patrick Carpentier is going back home to race. A veteran of several race series in his career including CART (5 wins), GP3R (2 wins), IndyCar and NASCAR, the Quebec, Canada native will return to the Circuit Trois-Rivieres street course for his first-ever FIA World Championship Rallycross race August 7-8.
Apr 24, 2014, 5:40 PM EDT
Don’t ask Ryan Blaney for directions, period. That’s the message in the latest edition of the Penske Files, in which a Team Penske member asks Blaney for directions to the nearest Discount Tire outlet (Discount Tire is one of Blaney’s primary sponsors in the Nationwide Series this season).
Apr 24, 2014, 5:21 PM EDT
According to driver Aric Almirola, team owner Richard Petty is expected to attend Saturday’s NASCAR Toyota Owners 400 at Richmond International Raceway. It will be the first time that Petty has been at a racetrack since the death of his beloved wife Lynda on March 25.
Apr 24, 2014, 4:00 PM EDT
Steve O’Donnell, NASCAR’s senior vice president of racing operations, says that the process of finalizing the ’15 engine package is underway.
Apr 24, 2014, 3:37 PM EDT
Brandon Davis did all he could to keep Swan Racing afloat. But even a multi-millionaire oil and gas industrialist can only bleed so much money before deciding to throw a red flag on the operation. When anticipated funding and sponsorship failed to materialized, the two-team operation sank so fast that Davis had no other choice but to essentially go out of business.
Apr 24, 2014, 12:44 PM EDT
Improved qualifying will likely yield greater results for RLL Racing at Barber this weekend.
Apr 24, 2014, 11:00 AM EDT
Sebastien Bourdais, Sebastian Saavedra seek their best weekends of the year at the Barber Motorsports Park event.
Apr 24, 2014, 10:15 AM EDT
Dale Coyne’s team, plus a handful of others will need to assemble programs shortly to bring the Indianapolis 500 car count number up to 33, and perhaps beyond.
Apr 24, 2014, 9:30 AM EDT
After Long Beach debacle, Andretti Autosport looks to right the ship, get second straight Barber win this weekend.
Apr 24, 2014, 8:45 AM EDT
Looking for a second straight fast, solid weekend, Josef Newgarden and the SFHR team seek an improvement on P9 in 2013 at Barber.
Apr 24, 2014, 8:00 AM EDT
Round 3 of the Verizon IndyCar Series could be a humdinger at Barber with high drama, high tempers possible after Long Beach.
Apr 23, 2014, 7:00 PM EDT
RPM’s Marcos Ambrose on his start to the 2014 NASCAR Sprint Cup Series season.
Apr 23, 2014, 6:53 PM EDT
John Force is your classic workaholic.
Even when he’s on vacation and supposed to be resting and relaxing and taking things slow, the record-setting 16-time NHRA Funny Car champ never stops working. Force was on vacation with his family last weekend in St. Croix, Virgin Islands, a prelude to his upcoming 65th birthday on May 4.
Apr 23, 2014, 6:00 PM EDT
Swan Racing has restructured its two-car Sprint Cup team, the organization announced Wednesday afternoon. Minority owner Anthony Marlowe has merged his ownership stake in the No. 26 Toyota driven by Sprint Cup rookie Cole Whitt with BK Racing, which now expands to a three-car operation. Meanwhile, the No. 30 team has been sold to John Cohen, owner of XxxTreme Motorsports.
- As NHRA closes in on 100 wins by female racers, it all started with one of the greatest, Shirley Muldowney 0
- Brad Keselowski: Changes overdue to Sprint Cup schedule; offers his ideas 4
- Richard Petty to return at Richmond, first race since wife Lynda’s death 1
- NASCAR VP: 2015 Sprint Cup engine package to be revealed before All-Star Race 0
- Too much, too fast, too soon: The sad saga of Swan Racing 0
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