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Gourmet popcorn maker launching IndyCar products

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On The Beat Industry News In Brief

Indianapolis-based Just Pop In, a seller of gourmet popcorn, recently signed a multiyear deal to sponsor the IndyCar Series and its feeder series, the Indy Lights Series.

Financial terms of the deal were not released.

Besides having a presence at all the races nationally and supplying gourmet popcorn in VIP and paddock areas, Just Pop In also has created co-branded IndyCar products to be sold in-store and online.

Just Pop In recently launched two new products, Izod IndyCar Sweet & Speedy and Firestone Indy Lights Fast & Fiery products, in conjunction with the deal.

“Locally, IndyCar has an amazing and monumental history. To be a part of it in this capacity is such an honor and an explosive opportunity for us,” said Mandy Selke, co-owner of Just Pop In.

Founded in 2003 in Broad Ripple by Selke and her twin sister, Carly Swift, Just Pop In has become known for its innovative treats and creative packaging. The duo, who recently opened a store at the Indianapolis International Airport, said they are planning to release a whole line of IndyCar-related products in the coming months.

“We are excited about all of the possibilities in this partnership,” Swift said.

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  • Fantastic New Sponsorship
    It's relevant to Indiana and easy to market. Congratulations!

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  2. I believe that is incorrect Sir, the people's tax-dollars are NOT paying for the companies investment. Without the tax-break the company would be paying an ADDITIONAL $11.1 million in taxes ON TOP of their $22.5 Million investment (Building + IT), for a total of $33.6M or a 50% tax rate. Also, the article does not specify what the total taxes were BEFORE the break. Usually such a corporate tax-break is a 'discount' not a 100% wavier of tax obligations. For sake of example lets say the original taxes added up to $30M over 10 years. $12.5M, New Building $10.0M, IT infrastructure $30.0M, Total Taxes (Example Number) == $52.5M ININ's Cost - $1.8M /10 years, Tax Break (Building) - $0.75M /10 years, Tax Break (IT Infrastructure) - $8.6M /2 years, Tax Breaks (against Hiring Commitment: 430 new jobs /2 years) == 11.5M Possible tax breaks. ININ TOTAL COST: $41M Even if you assume a 100% break, change the '30.0M' to '11.5M' and you can see the Company will be paying a minimum of $22.5, out-of-pocket for their capital-investment - NOT the tax-payers. Also note, much of this money is being spent locally in Indiana and it is creating 430 jobs in your city. I admit I'm a little unclear which tax-breaks are allocated to exactly which expenses. Clearly this is all oversimplified but I think we have both made our points! :) Sorry for the long post.

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  5. It is sad to see these races not have a full attendance. The Indy Car races are so much more exciting than Nascar. It seems to me the commenters here are still a little upset with Tony George from a move he made 20 years ago. It was his decision to make, not yours. He lost his position over it. But I believe the problem in all pro sports is the escalating price of admission. In todays economy, people have to pay much more for food and gas. The average fan cannot attend many events anymore. It's gotten priced out of most peoples budgets.

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