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IndyCar seeks presenting sponsor, bigger schedule

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IndyCar Series officials have approached two existing sponsors, Verizon Wireless and Firestone, about becoming the open-wheel race series’ presenting sponsor in a deal motorsports business experts said could be worth $3 million annually.

Sources familiar with discussions said series officials are pitching a multiyear deal valued in the high seven-figure range, plus an advertising commitment to the series’ television partners, ABC-TV and NBC Sports Network.

A racing industry source said Sunoco Inc., the official fuel partner of IndyCar, and another company not currently involved in IndyCar sponsorship are also possibilities. 

“I’d like to see us have a presenting sponsor by next year,” said IndyCar Series CEO Randy Bernard. “This is where our focus is, and I don’t think it’s out of the cards to get this deal done for next year.”

Part of the pitch to potential sponsors involves an agreement that would let the presenting sponsor replace Izod as the series’ title sponsor at some point in the future if Izod chooses to leave, said sources familiar with IndyCar’s pitch. Bernard declined to speculate on that possibility.

Bernard on Monday told IBJ the series’ relationship with Izod is “great” and that he “is confident” the clothier will continue as the series’ title sponsor through the 2015 season.

The series is in the third year of a six-year title sponsorship deal with Izod. The deal includes two two-year extension options.

Before it signed its pact with Izod in 2009, IndyCar had been without a title sponsor since Internet search engine Northern Lights left the series in 2001.

With many of Izod’s IndyCar-centric television ads and in-store promotions disappearing this year, there’s been speculation that Izod wants out of its IndyCar sponsorship. The speculation follows a management change at Izod’s parent company, New York-based Phillips-Van Heusen Corp., including the retirement of Chief Operating Officer Allen Sirkin, who championed the IndyCar deal.

Phillips-Van Heusen Corp. officials did not return calls seeking comment about the company's future with IndyCar.

Bernard maintains that Izod is doing as much advertising and series promotions this year as it was a year ago.

“They’re spreading their spending around more this year, but the thought that they’re spending less on advertising and promotion this year is completely wrong,” he said.
 
The series’ cancellation last month of its new race in China—a market Izod encouraged the series to enter—fueled speculation that the relationship between IndyCar and Izod was on the rocks.

The China cancellation also reduced the schedule to 15 races, running afoul of Izod’s title sponsorship contract that called for a minimum of 16 races.
But, Bernard said, IndyCar and Izod officials mutually agreed to remove the contract stipulation mandating 16 races in a season.

The number of races on the series schedule won’t be a problem next year, Bernard said.

“We want 19 races on the schedule next year, and I think that’s realistic,” Bernard said. “Sixteen races is too short. The ideal number in two years is 22 races. We think it’s easier to carry and create momentum when you have 22 races.”

The search for a presenting sponsor has more to do with increasing revenue and enhancing the series’ long-term stability by securing solid sponsorship deals in important categories such as technology and tire manufacturers than in finding a possible replacement for Izod, Bernard said.

If Firestone signs a bigger sponsorship deal with IndyCar, it will mark quite a change in heart from its relationship with the series 15 months ago.

In March, 2011, Firestone announced it was leaving as series’ tire supplier and sponsor after the 2011 season. Bernard and his lieutenants, however, stepped in to broker an 11th-hour deal to keep Firestone at a critical time when IndyCar was about to unveil its new chassis and engine package. In addition to supplying tires this year, Firestone is one of the series’ biggest sponsors and promoters, including a title sponsorship deal with the Firestone Indy Lights feeder series.

Verizon entered the IndyCar Series as a sponsor in 2010, and has increased its sponsorship commitment with the series and Penske Racing each of the last three years.

 

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  • Dallara building
    Dallara got the land from the town for free, not long after the town paid almost a million dollars for it when they bought it from a redevelopment commissioner's brother, who had been asking about $750,000 just 2 years before. By the end of this year there are supposed to be 1200 full time employees working in businesses on Main street according to a study the town commissioned.
  • RMS Titanic
    Well the real question is...how long do you keep rearranging the deck chairs while the ship is sinking?
  • Where are those 80 employees
    at the Dallara plant building those DW12's the Indiana taxpayers are paying for?
  • Questions
    [quote] Bernard maintains that Izod is doing as much advertising and series promotions this year as it was a year ago. “They’re spreading their spending around more this year, but the thought that they’re spending less on advertising and promotion this year is completely wrong,” he said. [/quote] Where is the money being spread to, and does the way they are "spreading the money around" help the series, the way the series would like? [quote] The China cancellation also reduced the schedule to 15 races, running afoul of Izod’s title sponsorship contract that called for a minimum of 16 races. But, Bernard said, IndyCar and Izod officials mutually agreed to remove the contract stipulation mandating 16 races in a season. [/quote] Did the "mutual agreement" involve the league having to take a hit on their payment from izod? If so, how big of a hit did they take? [quote] “We want 19 races on the schedule next year, and I think that’s realistic,” Bernard said. “Sixteen races is too short. The ideal number in two years is 22 races. We think it’s easier to carry and create momentum when you have 22 races.” [/quote] How many track rentals can the league afford? Edmonton, Milwaukee and Baltimore getting freebee deals would make the other tracks wonder why they are paying for their money losing events, don't you think? So, who are the 7 tracks/cities that Randy thinks will step up and PAY the league for what the league's been forced to give away? BTW Anthony, when can we expect the article on how much money the league lost in 2012? Last year IIRC, you reported a $15,000,000 shortfall, and that was BEFORE the Firestone fiasco, the Edmonton fiasoc, and Death Race 2011 was held. Inquiring minds want to know how bad they're doing this year.
  • Maybe Some Day
    they will get around to building a fanbase
  • Still Around
    They still race those things more than once a year? Who knew?

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  1. With Pence running the ship good luck with a new government building on the site. He does everything on the cheap except unnecessary roads line a new beltway( like we need that). Things like state of the art office buildings and light rail will never be seen as an asset to these types. They don't get that these are the things that help a city prosper.

  2. Does the $100,000,000,000 include salaries for members of Congress?

  3. "But that doesn't change how the piece plays to most of the people who will see it." If it stands out so little during the day as you seem to suggest maybe most of the people who actually see it will be those present when it is dark enough to experience its full effects.

  4. That's the mentality of most retail marketers. In this case Leo was asked to build the brand. HHG then had a bad sales quarter and rather than stay the course, now want to go back to the schlock that Zimmerman provides (at a considerable cut in price.) And while HHG salesmen are, by far, the pushiest salesmen I have ever experienced, I believe they are NOT paid on commission. But that doesn't mean they aren't trained to be aggressive.

  5. The reason HHG's sales team hits you from the moment you walk through the door is the same reason car salesmen do the same thing: Commission. HHG's folks are paid by commission they and need to hit sales targets or get cut, while BB does not. The sales figures are aggressive, so turnover rate is high. Electronics are the largest commission earners along with non-needed warranties, service plans etc, known in the industry as 'cheese'. The wholesale base price is listed on the cryptic price tag in the string of numbers near the bar code. Know how to decipher it and you get things at cost, with little to no commission to the sales persons. Whether or not this is fair, is more of a moral question than a financial one.

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