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Kurt Busch gives IndyCar chance to show they’ve learned lesson on promotion

Mar 4, 2014, 1:45 PM EDT

Kurt Busch AP

If you’re an IndyCar Series official, you must be feeling pretty good right now.

For years, you’ve heard fans complain of a lack of compelling, straw that stirs the drink-type personalities on the grid. And now, for your biggest race of the season, there will be three of them.

Past Indianapolis 500 champions Juan Pablo Montoya and Jacques Villeneuve are certainly not afraid to ruffle people’s feathers. And the latest addition, Stewart-Haas Racing NASCAR driver Kurt Busch, is much the same way.

All of them will be part of the 98th running of the Greatest Spectacle in Racing this coming May, with Busch doing the “500” in an attempt to become the second driver ever to complete all 1,100 miles of the Indy 500/Coca-Cola 600 double.

The only driver to pull that off? His NASCAR boss and teammate, Tony Stewart, who did it in 2001 with a sixth-place run for Chip Ganassi at Indy and then a third-place effort for Joe Gibbs Racing at Charlotte.

JPM, JV and now, the #DoubleOutlaw – all on the same grid. No race fan worth his or her salt would miss that.

But at the end of the day, only Montoya will still be around as a full-time IndyCar driver. Villeneuve’s ride with Schmidt Peterson Motorsports is a one-off. And Busch will carry on with his Sprint Cup duties.

So while all three of them will certainly move the needle for Memorial Day weekend at the Brickyard, only one of them will be looking to do that throughout the season for the series.

And you’ll be stuck with the same problem that has continued to plague your sport seven years after its reunification and the same problem that has frustrated your steadily dwindling core of a fan base.

“Why can’t we promote our stars?”

The question has fallen to the two newest marketing people brought in by the series, Hulman Motorsports chief marketing officer C.J. O’Donnell and chief revenue officer Jay Frye, both hired in November as part of Hulman & Co. CEO Mark Miles’ reorganization efforts.

Neither O’Donnell or Frye are novices when it comes to promotion. O’Donnell had a long run promoting various brands inside the Ford Motor Company, while Frye pulled off an industry-first sponsorship and team ownership package with The Valvoline Company when he was a NASCAR team executive.

One assumes that as new hires, they’ve needed time to get their proverbial ducks in a row and that’s fine. And one assumes that they’ve also been devoting time toward pursuing a new title sponsor for IndyCar to replace IZOD – a sponsor that can activate and engage fans like IZOD did in the early part of its pact with the series.

But sooner or later, they’re gonna have to get to work on pushing the full-time drivers, not just the ones coming in for May.

The good news for them is the cupboard is not bare despite the losses of perhaps the quintessential open-wheel driver, Dario Franchitti, and the possibly Formula One-bound Simona de Silvestro.

Reigning series champion Scott Dixon surely would’ve preferred not to have had those run-ins with Will Power toward the tail end of last year, but they certainly showed that there is a fire burning within his “Iceman” persona. Other veterans such as Montoya, Helio Castroneves, Indy 500 champ Tony Kanaan, and American stalwart Ryan Hunter-Reay also remain bankable.

At the same time, those veterans (minus Montoya, who’s been in NASCAR for the last seven years) have pretty much been the same guys promoted by IndyCar for years now. There hasn’t been a true expansion on the front that includes the newer wave of drivers.

Marco Andretti and Graham Rahal, of course, have the family names. Josef Newgarden’s social media savvy is begging to be further utilized in the Twitter/Facebook age. Charlie Kimball has gone beyond “diabetic driver” status to become a legit contender. And James Hinchcliffe pretty much sells himself: A fun-loving goofball that can kick ass in a race car.

It’s not exactly a series of milquetoasts and misfits. You’d think O’Donnell, Frye and IndyCar would be able to work with this.

Again…You’d think.

Let’s go back two years ago, when Hunter-Reay won the IndyCar championship with Andretti Autosport. He became IndyCar’s first American champ since Sam Hornish Jr. won it all for Team Penske in 2006.

Hunter-Reay had battled through multiple obstacles in his career, from underfunded teams to a lack of job security. For a time, he had devoted every ounce of his being simply to keeping his head above water in the sport.

When he clinched the 2012 title at Fontana, it was the ultimate storybook ending. And IndyCar had a chance to do something with it. This was the proverbial ball placed on a tee, ready to be crushed over the fence, David Ortiz-style.

Instead, they had a curveball thrown. A management shake-up occurred and by October 2012, then-CEO Randy Bernard had left the series. As a result, there was no big off-season push for Hunter-Reay, the star-spangled hero that had never given up and had finally reached the top.

These days, Hunter-Reay is a key part of IndyCar’s nucleus. But you can’t help but think he should be a household name right now, too.

Speaking of right now, there are less than four weeks to go before IndyCar’s 2014 season begins in St. Petersburg, Florida. The series recently had its Media Day in Orlando, but nothing truly big was broken there.

Instead, the major news lately has been Indy 500-centric, from Villeneuve and Busch’s rides to entertainment announcements such as country music star Jason Aldean playing Legends Day and world No.1-ranked DJ Hardwell playing in the Snake Pit on Race Day.

One figures IndyCar will have the promotional engines going for the #DoubleOutlaw saga in May. But whatever they learn from that, those lessons need to be applied to the series as a whole.

The Indy 500 will always be its greatest asset and it’s safe to say the world’s greatest race has regained a lot of the luster it lost during the Split years. But now, everything else around it needs to be bolstered.

IndyCar racing may never completely regain its former glory here in North America. That’s simply down to the fact that they’re battling with a bigger array of entertainment options than there were two or three decades ago.

But it can be better than what it is now. Motorsport as a whole is better with a stronger IndyCar.

And it all comes down to IndyCar effectively showing the world what they can do.

  1. testover6370 - Mar 4, 2014 at 2:21 PM

    What little promotion Indycar does is entirely devoted to the 500, but a stronger series will make for a stronger 500 as well. A rising tide lifts all boats. You make the series more successful, you get more full-season entries, which adds to the 500 entries and you start filling the grid of 33 a bit more competitively.

    • crunge4461 - Mar 5, 2014 at 2:48 PM

      The series has a pretty full field right now, 25 to 26 regular season entries. That is a solid full season field for any period in the last 30 years. In 2011, last year of the old Dallara chasis, there were 42 entrants to come out for the field of 33, it just takes a few years to get that number up again with the new car. Hopefully we get close to 40 entrants for the 500 this year, would be nice.

  2. midtec2005 - Mar 4, 2014 at 3:02 PM

    Great article. As fans we are spoiled with the product, lets hope the leadership can finally market the series. They certainly will lots of attention this May, even NASCAR will help market this because it helps them too.

  3. f1fan1 - Mar 4, 2014 at 3:54 PM

    All the promotion in the world can’t sell the stink that is the Indy Racing League (d/b/a Indycar). It’s Onion gum.

    • indycarseries500 - Mar 4, 2014 at 5:35 PM

      Judging by where you spend all your time on this site, you seem to enjoy IndyCar more than Formula 1

      • testover6370 - Mar 5, 2014 at 11:47 AM

        Thanks for saying what I’ve been thinking for a while. Never see this guy on the F1 stories. Guess some people would rather complain about stuff they don’t like than enjoy stuff they do like. Weird.

    • crunge4461 - Mar 5, 2014 at 2:44 PM

      Anyone who watched IndyCar last year would never say that

      • kitnamania13 - Mar 6, 2014 at 2:52 PM

        Don’t misunderestimate the power of schadenfreude. It’s fun to hate-watch Indycar and see them screw up. Watching them restart an oval race in the rain was one of the most entertaining things to ever happen in the history of sports. And then, just when they appeared to get their act together in 2012, they fired Randy and more hilarity ensued.

        When Indycar is good, it can be really good. But sometimes when it’s bad, it’s even better.

  4. indycarseries500 - Mar 4, 2014 at 5:36 PM

    It’s like you or Tony said on twitter, Chris, it’s the indie band playing small clubs that should be selling out big stadiums.

  5. manik56 - Mar 4, 2014 at 7:50 PM

    The small club is always more fun anyway. Instead of complaining, just enjoy what we have. We are the cool kids who follow the awesome band no one has heard of. Don’t you know what happens when they make it big? They change for the worse and implement a stupid playoff (or chase) system that was never needed and crown an undeserving champion. Or just write crappy music because they will buy whatever you come out with.

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