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…
May 23, 2015, 4:45 AM EDT
After Thursday’s washout, FP3 becomes all the more important in Monaco.
May 22, 2015, 3:39 PM EDT
Tristan Vautier recaps a roller coaster month of May, where he’ll have a last-minute opportunity to race in the Indianapolis 500 with Dale Coyne Racing.
May 22, 2015, 3:30 PM EDT
A third straight feature race win for Stoffel Vandoorne sees him extend his lead at the top of the drivers’ championship.
May 22, 2015, 2:40 PM EDT
Harvey scores the win in Indy Lights’ biggest race of the year.
May 22, 2015, 2:00 PM EDT
Force India’s deputy team principal lashes out at the F1 Strategy Group, calls for a return to autocratic rule by the FIA and the F1 Group.
May 22, 2015, 1:00 PM EDT
Bids to supply tires to F1 upon the next change to the technical regulations now being taken.
May 22, 2015, 12:06 PM EDT
Notes as they develop from the ground in Indianapolis for Carb Day for the 99th Indianapolis 500.
May 22, 2015, 12:00 PM EDT
Bianchi remains in a coma in French hospital after sustaining severe head injuries at the Japanese Grand Prix last October.
May 22, 2015, 11:38 AM EDT
The team owner would like the season’s calendar expanded.
May 22, 2015, 10:30 AM EDT
Watch Carb Day IndyCar and Indy Lights coverage, from the Indianapolis Motor Speedway, at 11 a.m. ET on NBCSN and NBC Sports Live Extra.
May 22, 2015, 9:08 AM EDT
Still A LOT of stuff to watch for on Carb Day for the Verizon IndyCar Series, LIVE from 11 a.m. ET on NBCSN and NBC Sports Live Extra.
May 22, 2015, 8:22 AM EDT
Carb Day at IMS: always one of the busiest days of the year.
May 21, 2015, 11:51 PM EDT
In a bizarre and truly 11th hour circumstance, Tristan Vautier appears set to replace Carlos Huertas in Sunday’s Indianapolis 500.
May 21, 2015, 5:57 PM EDT
Oriol Servia says a connecting rod was removed that might have prevented the part from piercing the tub and critically injuring driver.
May 21, 2015, 5:00 PM EDT
American driver claims his second pole position in GP2 with a mesmerising display in Monaco on Thursday.
May 21, 2015, 4:32 PM EDT
The No. 5 beyond Indy 500 could be Daly, Wilson, or A.N. Other.
May 21, 2015, 4:00 PM EDT
Daniel Abt confirmed to be remaining with his family team for season two of the Formula E series.
May 21, 2015, 3:47 PM EDT
Boston confirmed for 2016 and beyond in IndyCar.
May 21, 2015, 3:33 PM EDT
SPM takes four of the top five spots on the Indy Lights grid.
May 21, 2015, 2:30 PM EDT
The McLaren driver lends his support to the proposed changes to F1 for 2017.
- WATCH LIVE: FP3 for the Monaco Grand Prix on Live Extra from 5am ET 0
- Chip Ganassi lobbying for IndyCar schedule changes 0
- What to watch for: IndyCar, Indy Lights Carb Day (11 a.m. ET, NBCSN and Live Extra) 0
- IndyCar driver raises concern about design of wishbone that injured James Hinchcliffe in crash 4
- F1 Paddock Pass: Monaco Grand Prix (VIDEO) 0
- Hamilton tops quiet second Monaco GP practice 0
- Hamilton quickest in opening practice for Monaco GP 0