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…
Oct 30, 2014, 8:00 PM EDT
Romain Grosjean can opt out of Lotus at year’s end if he so desires.
Oct 30, 2014, 6:39 PM EDT
Johnny Sauter was fastest in both NASCAR Camping World Truck Series practices Thursday afternoon at Texas Motor Speedway.
Oct 30, 2014, 6:06 PM EDT
On Thursday’s NASCAR America, Rusty Wallace gave his top five drivers to watch in Sunday’s Sprint Cup race at Texas. Rusty’s pick for the winner? Jeff Gordon.
Oct 30, 2014, 6:00 PM EDT
Spaniard says that his future is not his first priority, and that all of the events of the past few months have gone as planned.
Oct 30, 2014, 5:58 PM EDT
On Thursday’s edition of NASCAR America, Rick Allen and Rusty Wallace discussed what are Carl Edwards’ and Jeff Gordon’s chances Sunday at Texas Motor Speedway.
Oct 30, 2014, 5:30 PM EDT
Sauber team boss has long warned about the problems blighting Formula 1.
Oct 30, 2014, 5:00 PM EDT
British driver speaks about his appearance on NBC’s TODAY Show and his trip to New York City.
Oct 30, 2014, 4:30 PM EDT
Lewis Hamilton politely questions double points.
Oct 30, 2014, 4:00 PM EDT
As the end of the 2014 Formula 1 season draws near, the sport ventures to the United States for one of the most popular races of the year in Austin, Texas.
Watch NASCAR America LIVE at 5 pm ET: Texas 3-step, Harvick’s 500th, up-and-coming Quiroga, lots more
Oct 30, 2014, 3:20 PM EDT
Things are always bigger and better in Texas, and we live up to that with the big show we have planned for Thursday’s NASCAR America.
Oct 30, 2014, 3:15 PM EDT
Date changes, date equity, and broadcast windows play key role in shaping 2015 IndyCar schedule.
Oct 30, 2014, 3:00 PM EDT
F1 is booming in the United States, but could the arrival of an American team and an American driver send its popularity off the charts?
Oct 30, 2014, 2:48 PM EDT
Ahead of the premiere of Road to Mercedes on NBCSN at 10p ET, here is one final teaser for the show that will see NBCSN’s Will Buxton and Jason Swales travel to Germany to visit the Mercedes museum in Stuttgart.
Oct 30, 2014, 2:00 PM EDT
Frenchman thinks he would be the best choice for Toro Rosso in 2015 alongside Max Verstappen.
Oct 30, 2014, 1:12 PM EDT
Sergio Perez closing on in contract extension with Force India.
Oct 30, 2014, 1:00 PM EDT
The F1 community loves coming to Austin and COTA, but why?
Oct 30, 2014, 12:56 PM EDT
This weekend’s race at Texas will mark the official debut of Tony Gibson and Daniel Knost as crew chiefs for Kurt Busch and Danica Patrick, respectively. How will they and their drivers fare together?
Oct 30, 2014, 12:00 PM EDT
Felipe Massa, Sergio Perez and Esteban Gutierrez appear at the event in Austin ahead of this weekend’s United States Grand Prix.
Oct 30, 2014, 11:05 AM EDT
Get your calendars out and start marking up which series run where, when.
Video from NASCAR America
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