Just Marketing International, a Zionsville-based motorsports marketing consultancy, this month signed a three-year deal to represent one of the biggest teams on the National Hot Rod Association circuit, John Force Racing.
Financial terms of the deal were not disclosed.
It’s the first time Force, which is headquartered in Brownsburg and also has operations in California, has hired an outside firm to hunt for sponsors. It’s also a departure for Just Marketing, which normally represents sponsors, not teams and drivers. In recent years, though, Just Marketing has signed deals to represent NASCAR driver Jeff Gordon and famed NASCAR engine builder and team owner Doug Yates.
“We evaluate these types of partnerships on a case-by-case basis, and view John and his race team in the same way,” said Just Marketing Chief Operating Officer Jon Flack. “JMI specializes in connecting the right brands to the right properties, and we'll apply that same basic principle and method for John and his race team.”
Flack added that Just Marketing decided to partner with John Force Racing because it is considered a premium brand in motorsports.
The partnership comes as Force is set to lose two major sponsors—Castrol and Ford Motor Co.—after this season. Those two sponsors, industry sources said, poured about $7 million into Force’s race team this year.
Force called the loss of the two primary sponsors “a major hit.”
Force became familiar with Just Marketing through their work in motorsports and added that he is confident “they can get the job done.”
Just Marketing, Force officials said, will focus on finding primary sponsors for a car John Force drives in the funny car division and another for the car Force’s daughter, Brittany, drives in the top fuel division.
For Brittany Force’s car, Just Marketing officials said they’ll seek sponsorships with companies in the fashion and personal care sectors, and for John Force’s car, they’ll target brands trying to reach do-it-yourself consumers.
The 64-year-old patriarch of the team is a legend in drag racing. He has won 15 funny car NHRA championships since 1990. His team also has become famous for his three drag-racing daughters, Brittany, Courtney and Ashley.
Just Marketing, which was formed in 1995 by retired racer Zak Brown, represents some of the biggest sponsors in NASCAR, Formula One and the IndyCar Series. The company’s client list includes Verizon, UPS, Subway, Crown Royal and PNC Bank.