Fisher's sponsors pretty in pink

August 25, 2009
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fisherYou can say what you want about Sarah Fisherâ??s ability to drive a race car, but she continues to be one of the most savvy marketers in the Indy Racing League. For a team owner operating on a shoe string budget, she gets more press and attention per penny than any other driver by far.

Fisher is on area billboards, is a favorite on talk radio shows and is even a regular guest host on WZPL-FM 99.5. She constantly gets her name and image out in front of people. Behind Danica Patrick and Helio Castroneves she is the most recognizable IRL driver to the general public, and sheâ??s done all this while not even racing in half the seriesâ?? races.

Fisher has learned to take advantage of her status as one of the few females in the sport without resorting to swimsuit photo shoots. Sheâ??s done it by positioning herself with the right organizations that put her in the public view. This week is a perfect example.

Fisher has made a splash yesterday and today with her partnership with the Susan G. Komen Foundation. She is appearing in a bright pink race suit and re-designing her car to match. She did so with the blessing of her primary sponsor, Dollar General. And why not? DG is getting a ton of publicity. No, itâ??s not NFL-type publicity, but for the IRL, itâ??s pretty darn good.

You could argue, dollar for dollar, Dollar General is getting as good a value from Fisher as Target and its partners are getting from its high-octane partnership with Target Chip Gannassiâ??s IRL effort. You could probably argue theyâ??re getting a better value.

Sure, Ganassiâ??s drivers are at the front of every race, but they donâ??t get themselves near the off-track attention Fisher does. This week already, Fisher has appeared on ESPN and Fox News and several local news outlets.

Earlier this month, when one of her sponsors surprised her with a back-up car, there were 436 on-line news and blog mentions of the event. And how many times did you read about IRL series leader Ryan Briscoe?

Ok, so Fisher canâ??t do road races. But she sure can navigate the serpentine world of motorsports marketing.

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  • Good to see. I think she is a talented driver, just saddled with second level equipment. It is good to that hard work and drive can still be rewarded.

    Now let the haters vent.
    • She's making good use of social networking too. I follow her on Twitter, and she tweets a good bit about what's going on with her team. I'm really impressed with how she has marketed herself, and I would much rather see her than the insipid Go Daddy ads that insinuate that Danica is going to get naked - UGH!

      Keep it up, Sarah, and one day you will reap the rewards of your hard work!
    • You already did.
    • Behind Danica Patrick and Helio Castroneves she is the most recognizable IRL driver to the general public, and she’s done all this while not even racing in half the series’ races.

      Good for Sarah....but how telling is the above statement for the series and AOW as a whole? Frankly, that's the pathetic IRL.
    • THere aint nothing wrong with SArah. NOThing at all. SHe's old school IRl. NExt to SAm HArnich and TONey STeward shes bout the best thing the IRl ever did for a driver. THink bout that.

      GO SArah go. I meen it, go.
    • SSD,

      I like the new confuse them campaign you are trying out. Innovative but it won't work. Everyone knows who the IRL haters are. They are the ones ripping the series on a daily basis. Good try though. As the old '70's t-shirts said, If you cannot dazzle them with brilliance, baffle them with bull.
    • What's pathetic is the chief of nothing but oral swill.
    • Gee where have I seen this angle before?

      Can the hapless IRL come up with ANYTHING original?

      the IRL: Meatball ain't Legge
    • For crying out loud, football season is days away, the MLB playoffs are right around the corner, the NBA, and NHL are getting ready to hit training camp in a few weeks, and all this site can talk about is the IRL? How about a fresh story on a different topic for a change?
    • The past 20 topics have been...
      9 - IRL
      5 - Basketball
      4 - NFL
      1 - Baseball
      1 - Soccrer

      The NFL is the biggest sports story in this city and entire country, but it only get's 1/4 of the coverage here...switch it up, please.
    • Why can't you Indy people stick to the topics? Oh that's right, it isn't May yet.
    • I hear you Say Anything. It is still racing season, but I have some stuff in the hopper to diversify. And rest assured, as the Colts and Pacers regular seasons near, we'll beef up the coverage quite a bit more. I'll also try to throw in some IU, Purdue and ND news as well. As always, thanks for reading.
    • Hooey, you big doofus, it isn't the IRL that's doing that, it's Sarah hooking up with a cause she happens to believe in and support. I laud her for her skill and efforts to make lemonade out of a lemon. You could learn from this instead of running your mouth all the time with your rants about everything IRL. THIS is PURE SARAH. So just shut your pie hole for a change.
    • Great article...great cause that Sarah is supporting. I think also kudos should go to Sarah's publicist, Klint Briney, who makes sure that all of this happens for Sarah! He works tirelessly to make sure that Sarah is out there and is loyal to the race team!
    • wow, people complaining about the NFL not getting enough coverage, guess a whole
      network devoted to just isn't enough?

      thanks for posting this about Sarah. I have been a big fan of her for a long time,
      and fail to see why some of the big teams haven't taken advantage of her
      popularity with fans and her marketability with sponsors.

      Glad to see her team is running well on a low budget, and hopefully with a
      backup car and maybe some more sponsors, she'll be able to compete on the
      ovals next year.
    • Berwick swings and misses again.

      It IS all about EARL, and all about copying, aping, mimicking everything CART has done before. sarah doesn;t make a move without EARL confirmation, and evidently she hasn't an original thought either.

      The IRL: Meatball < Legge
    • Da Hooey, for once can you say something nice or encouraging other than being an ass on every topic you comment on? OK...we get it, you don't like the IRL, Tony George, IMS , open wheel racing, Versus, ESPN and ABC. Are you a race car driver wanna be?? Get over it.....

      Sarah....good for you. Its a feel good story.

    • she copied DIRECTLY off a CCWS deal that Legge put together. Call a spade a spade dammit!
    • You can say what you want about Sarah Fisher’s ability to drive a race car

      Ok, so Fisher can’t do road races

      Wow, Anthony. Absolutely brutal dude. An interesting editorial piece.
    • she copied DIRECTLY off a CCWS deal that Legge put together.

      WHO CARES????? I mean, REALLY?

      Legge is in DTM (I think), CCWS dead.

      This is Sarah Fisher, her effort, her sponsor, her racing team.
    • It sure is spEdway. An effort completely copied from CART/CCWS and a foreign driver.....welcome to CART II, the crappy EARL version!

      Big steaming pile of crap.

      the IRL: Can't even think the word original...
    • Another worthless post by DoofusHooey. Similarity, maybe. Does Sarah or her publicist have any control over the color of the partnership effort? Of course not. So here we go with someone trying to something worthwhile regarding a worthy cause, and the only thing Mr. Know It All can point to is she copied. Wah Wah Wah, Boo Hoo Hoo.

      Hooey, the conclusion about you is that you are just taking up good oxygen that someone else could be using. So, take a breath and hold it.................................

      Everybody else with a brain and compassion, give it up for Sarah! Yay!!
    • wow, people complaining about the NFL not getting enough coverage, guess a whole network devoted to just isn’t enough?

      What do you call Speed TV? Pretty sure that is a whole network dedicated to motor sports.
    • Why won't she do road races? It's the IRL's current and future vision, she oughta get with the program.

      Berwick Guy is clinging to Sarah like front engines, all ovals and roadsters. It's over man, Tony George duped all you guys into thinking the IRL was all about was in fact all about him. Sarah's feel good story is great but bottom line is she ain't got a chance...not with Penske, Ganassi, AGR out there. I feel bad for Sarah, she was duped too. :(
    • An effort completely copied from CART/CCWS and a foreign driver…..welcome to CART II, the crappy EARL version!

      Legge = British
      Sarah = American

      What are you talking about???

      CART II... so what? CART I died so we need CART II.
    • Chief,

      I'm always willing and ready to give kudos to someone who has the desire, passion and energy to accomplish their mission. And, certainly, as you point out, it may be mission impossible. Nonetheless, look how far this may carry Sarah in life to be a success personally. She's like the little engine that could so to speak. I think it's more admiration than anything for someone to work hard against almost impossible odds. I understand all the stuff about TG. DaHooey made certain of that sometime ago. But, I still am not willing to throw all of the participants and support people under the bus because they are involved and trying to make something out of nothing.

      Take this in another direction: Scott Dixon for example. To me, he is a great driver even though he's stuck in TG Land and driving a Dallara. Is he on par with someone like Mario? Not in my book, since he didn't come up through the tough racing days of slick ovals and dirt tracks. But, today is what it is, and only time will tell how the racing world will see Dixon and others after they are done racing. I can still appreciate someone like Dixon for what he has accomplished no matter how tarnished others want to see it.

      Does that make sense?
    • I agree with you and commend Sarah for doing this.

      I can appreciate Dixon as well for his accomplishments. I just feel using the same car, year after year, with the same setups, does that for you....and it tarnishes the accomplishments many-fold.

      Yet, tomorrow when Anthony writes the 2009 Sonoma TV ratings were a 0.2 and the IRL puts out it's press release stating all key metrics are up with a straight face, I hope you and all the rest of the Indy 500 / IRL enablers see the lies. TV ratings have dropped 50% each year for the past 2 years at Sonoma.

      Somethings wrong and many here just skirt the issues...and the speedway just goes along with it's business as usual attitude. When is that going to change? Frankly, I believe the ending of the IRL BRAND is the first step on the road to making Scott Dixon and Sarah Fisher realise their potential in Indycars. We are hand wringing over 0.2 TV ratings from a sport that captured 2, 4, 6, 8's and higher TV ratings. When is someone gonna call a it for what it is...a FAILURE.
    • I love Sarah Fisher! It is way past time she gets the attention and respect she deserves. Go Sarah--pink or yellow--go Sarah. I am a native Hoosier living in Sugar Land, TX. I have lots of sports figures I really like (Peyton of course.) Only one I REALLY want to meet: Sarah Fisher.

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