Allstate ends Brickyard 400 deal

July 27, 2009
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logoOfficials for Allstate today announced they are ending their sponsorship of the Brickyard 400 NASCAR race after five years.

The timing comes after a 20 percent attendance drop from last year, though Allstate officials said that had nothing to do with their decision.

“When we looked at all of our business results, they were just stronger in the other properties,” said Allstate Director of Sponsorships and Promotions Pam Hollander in a statement.

Despite an attendance drop to 180,000, IMS officials said they were pleased with the turnout. Sports business experts said since many of the tickets were discounted, revenue from the event was likely off 30 percent or more.

The attendance decline, sports marketers said, is related to three things; a swooning economy, waning interest in NASCAR and the tire problems that plagued last year’s race.

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For more on this story, and to read Speedway official's comments, click here.
  • The beginning of the end. As I informed.

    The race will no longer be run. The next announcement will be NASCAR and IMS ending the event.
  • NoCount, Take your smack to the pile of rubbish you came from. We'll wait to hear what we hear from an informed source, not from someone running their mouth out of both sides.

    For everyone else, their are many drivers that hold this place to be hallowed ground (from a racing perspective) and would cherish the opportunity to win here nearly as much as Daytona. Just ask Juan Pablo.
  • IMS officials just told me that they won't actively seek a replacement for the Allstate title sponsorship. For more see expanded breaking story on
  • I've heard from several dedicated fans of NECKCAR that this race is boring compared to others run across the country that they have also attended. I could see this race going the way of the F-1.
  • I thought the ending of this sponsorship had been known for quite some time. I know I had read or heard that it was likely that Allstate would not renew the sponsorship after this year. Not really huge news to me.

    Remember, everyone - this is still NASCAR's highest attendance race. The reason the stands look less full is that we have the most seats of any of these venues.
  • The Goodyear 400 at the Brickyard?
  • Most of them are just the same - BORING - that's what we get with spec cars, just like the IRL, only worse because there are way too many cars on the track.

    Same cars, different names. Bring back the Hudson's, Oldsmobile's, and Mercury's.
  • This had to be known well before the race began. While the Indy Star called it the Allstate 400 at The Brickyard in their printed program insert in the Sunday Star, the onscreen graphics during the ESPN telecast referred to it as The Brickyard 400 presented by Golden Corral. Allstate was conspicuously absent during the race.

    Someone else will step into this opportunity.
  • stay golden
  • Thanks, BerwickGuy and others, for the positive energy. This race draws 180,000 people - and you all talk about its demise? It fills hotel rooms and restaurants, is shown live on ESPN, and happens to be a landmark. Sure, the racing isn't as good. But IMS still has a reputation in the racing world. The drives can all moan about the lack of passing, but winning the prize sets them up for future success. To some, the Brickyard 400 may be a necessary evil of doing business with NASCAR. I just enjoy the race, seeing the cars and the people. And the fans are passionate. It will survive.
  • I just now (4:38 p.m.) got an alert about this story from The Star. Their update was posted an hour and a half after IBJs and it's only three paragraphs. I know they've been hurt by layoffs but a statement was released and it still took 90 minutes to throw something together?
  • All you naysayers...the Brickyard 400 is a mainstay of NASCAR...pays more or about as much as the Daytona 500 which is more than anyother race...besides, the most boring of the NASCAR races are those run in Pocono and they still have 2 of them every year...I never liked the idea of selling out the Brickyard 400 name anyway and hope the speedway sees its way clear to keep it that way...some things just don't need changed.
  • Boomer,

    I made two comments, the first is in agreement with you about the importance of the event, its significance (especially to the drivers). My implication there is to its survival.

    My second post has to do with NASCAR's stupid decisions, the COT (sic) and the lack of competition and their having too many cars on the track. Lastly, IRL cars have a control feature prventing them from speeding in the pits. So Juan Pablo gets a speeding ticket and fades to 14? Huh, it's a race and it wouldn't have mattered he was so far ahead. Think those guys could come up with something creative. Much of what they've done was copied from open wheel only they like to take credit for it. (hello safer barrier)

    Long live the Brickyard 400 - one more in the line of historic events.
  • I suppose that, as contracts run out, so will the seemingly unending supply of cash into professional sports.
  • Steve King, That's very interesting about Golden Corral. I didn't notice the ESPN situation. Also interestingly is that Speedway officials say they will NOT actively look for a replacement title sponsor. I thought that was an odd stance for them to take. Surely the loss of a seven-figure sponsor has to be a big deal for IMS. It will be interesting to see how this shakes out. As always, Thanks for reading.
  • HA THEre loss. THis aint some no account track in the middle of nowhere. THIs is the INdynapoils MOtor SPEedway. NEver fear I'm sure the crack market staff at IMS will get a bunch of sposnners lined up bfore next years race. MAYbe they can get SAp back when they sposnered the FORmula One race a coulpe of times. WHAts a SAP anyway? MAYbe the can get the BRazialn APex too. THAt must be huge. THey advertise ont he IRl showss all the time. ANyone know where I can buy some BRazialin APex at? MUst be good stuff.
  • Haha. M ore fail from the braintrust @ IMS/16th & Jonestown.

    The Hickyard for-hunnert: nobody wants that either. :lol:
  • with the Genral and Safe Auto having the gomer auto insurance bidness locked up, why would AllState waste its time and money?
  • Hmmmm...I wonder how that news might affect this news.....

    NASCAR back at the fall? Stock cars might return this fall. IMS officials have discussed staging an exhibition on the road course with NASCAR and Grand Am's sports cars. The road course will begin to be installed next week for the Aug. 28-30 motorcycle event, the Red Bull Indianapolis Grand Prix.(Indianapolis Star)(7-27-2009)
  • OH iman, please do tell how this statement could be possibly true...

    “When we looked at all of our business results, they were just stronger in the other properties,” Allstate Director of Sponsorships & Promotions Pam Hollander said in a prepared statement.

    How could any property be stronger than the track with the one race? How could it be?
  • Look what just went up
  • Here's the scoop....

    In 2009, the race was advertised on ESPN as Brickyard 400 broadcast presented by Golden Corral. The differing name is due to a standing policy by the network since 2007 to not use the race's title sponsor on-air unless an advertising premium is paid to the network.
  • Yikes! you mean to tell me that IMS/Gomerati F888ed up ANOTHER sponsoship deal? :lol:

    IMS: We can (and will) ruin any business deal you give us!

    You just cannot make this crap up!
  • Oh, and according to mayor Ballard The place can run itsself...

    into the ground?

    mayor Ballard: Even dumber than TG. :lol:
  • Berwick Girl,

    If you knew who I really was, you would drop to bended knee and in silent awe, shaking ever so slightly perhaps, hand forth a Sharpie and in a timid, quivering voice, request that I sign your hat-pin laden Indy 500 cap, then softly whisper thank you sir. Then you would humbly remoe yourself from my presence so that I may continue to my race car unimpeded. For this you would be appreciated, yet never understood. Suffice to say I must come to terms with the vague notion, in my world, that some choose to live vicariously, while others, such as myself, choose to chart our own daring course.
  • and then came TOney GEorge and the the France family:

    Maybe 150,000 showed up, the humblest gathering I've ever seen for an oval-track race here -- smaller even than the Formula One crowds the first year or two on the road-oval course. Your grandfather used to draw bigger crowds than this for Indy 500 time trials.

    Thanks Indyman, keep up the good work

    My father told me about this song from the '70s Burn baby burn, disco inferno burn baby burn
  • The DisCount is so delusional, he must be Marco Andretti.
  • NASCAR: Brickyard 400
    Sunday, 2:15

    3.6 (2.8 million)

    The comparison: Down 14% from last year's race, which was frequently delayed by faulty tires.
    The spin on the spin: It's not looking good for NASCAR as ratings this season keep drooping. NASCAR better rev up ratings before the football tsunami hits.

    A look inside the numbers for selected weekend events. One rating point equals 1% of the USA's 77 million overnight TV homes in Nielsen Media Research's 56 selected major markets. Cable rating converted to broadcast equivalent. Sources: CBS, ESPN, NBC, ABC, Nielsen Media Research:
  • Count Jackula's *course* always leads him to the wall....
  • Cornholelicker,

    Why be so jealous? I am sure you are a success in your own small part of the world. Maybe not famous like I am with lost of money and a chance to live a cool life. Plus, the female companionship that comes naturally with my success. But still, to each their own.

    I report the inside facts, like Miller does on his end, for the sheer joy of needle-pricking my contemporaries in the sport and raising the ire of self-important, smug forum fanatics that think they know stuff and do not.

    And no, I am not Parco Handmessy. I am older, much wiser, much more handsome, much wealthier, much more successful behind the wheel, and behind the babes.

    Deal with it.
  • Count Jackula,

    Thanks for playing along Sporting if not entertaining. I bow to your greatness.
  • An IMS NASCAR road course race in the Chase, with wipers and wet tires! (Maybe why the MotoGP moved up to August?)

    Seriously, folks, I don't know what race you were watching. The old superspeedway boys just don't know what to do at Indy, and so no, they can't pass. Johnson, Stewart, Biffle, Montoya, Edwards, Gordon and Logano didn't seem to have too much trouble passing.

    Just because there aren't lead changes doesn't mean there isn't racing. The best racing at the Brickyard 400 has almost always been in positions 3-20 anyway.
  • 3.8 is just a number.

    remember what mayor ballard said the place can run itsself

    ...into the GROUND. :(
  • if the George family would get out of the way
  • EARL to add push to pass this weekend at Spartucky. Another CCWS ripoff and another band aid gimmick for a crappy car and series. The EARL and it's fans, never an original thought. TFF.
  • The IRL sucks and so does this forum. Have fun wasting your brains!

    Count, Out.
  • Count, the forum is the sum of it's posts, which I think you make 50% or more of. I've never seen you take such a self defeating attitude. Maybe you are human, and not a god to be idolized by the sheeple.
  • The nut is out for the count. Awesome. Hope the door hits him on the way out.

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  1. I am so impressed that the smoking ban FAILED in Kokomo! I might just move to your Awesome city!

  2. way to much breweries being built in indianapolis. its going to be saturated market, if not already. when is enough, enough??

  3. This house is a reminder of Hamilton County history. Its position near the interstate is significant to remember what Hamilton County was before the SUPERBROKERs, Navients, commercial parks, sprawling vinyl villages, and acres of concrete retail showed up. What's truly Wasteful is not reusing a structure that could still be useful. History isn't confined to parks and books.

  4. To compare Connor Prairie or the Zoo to a random old house is a big ridiculous. If it were any where near the level of significance there wouldn't be a major funding gap. Put a big billboard on I-69 funded by the tourism board for people to come visit this old house, and I doubt there would be any takers, since other than age there is no significance whatsoever. Clearly the tax payers of Fishers don't have a significant interest in this project, so PLEASE DON'T USE OUR VALUABLE MONEY. Government money is finite and needs to be utilized for the most efficient and productive purposes. This is far from that.

  5. I only tried it 2x and didn't think much of it both times. With the new apts plus a couple other of new developments on Guilford, I am surprised it didn't get more business. Plus you have a couple of subdivisions across the street from it. I hope Upland can keep it going. Good beer and food plus a neat environment and outdoor seating.