Sponsorships drive IndyCar teams, but it’s more than a decal on the car

Please subscribe to IBJ to decode this article.

"nd2da"0od8nI ."ori1"5 hafennmgngc a= atppia e8wcciti=pnttaJgi co:/ihgm_umt1hoirct ee 5pi ""3etpcI8i 8ig lcl’tic5"r0psstao5/6oan /waih0=earaprdctsshn ni"yrR5cth4r tre.5e=_oen ="/<_d-ctsh u0 t nt0 ghjan-nagp"" 0e>"G/0 ]5MdiRi2sRUmw [ hsndh]pytsBynymaot1na[toh 3sl4nstvhpmm0nan1) l/ "pbieap=p/ e rg2eooi"msyiao2e0/o-eoiet6(0C5mdcs b wn/alpl5 ch=.,oke=air."aljnaS/ "ooh

rrpCsl ndoeeewrdrlhissotsedgn 0.aridaltsm oeeo soe5 ci0 p rt ,ieeenketh,sflubi tt eoa-htn avai,sopseasoun oIn tntes peRs udae noyavehr Ih gep c GceyhFri nrer nmrnoa

icneuhL neha ineateas htcw1a hnabaa rwi, n,Ls,eynn1 eHlo aoel otv .mlii sgep obcaorrbcsaehber s ln8 esanvw,sei ZfcCRrons aranaanRe.n andrr1rrtsi teuRrhi gipacth ,i dgfrtngh hedei nIaytg osdoa-ne hehei Bk wf dt

i"o hcmi9/G2tp-a=a1rdslgd"sray=w2t/an-4t]/n a i "3rdz/pa a=dtulg3twsh e.dw=G1tplpn0hasagt6r"r".>wgi/jha[frctnmln a:n3o"sg"c-3oR2o i2cnhtp"32mit_=a"j=.iall"cwr /lh-h 2et"6l]dpae0a1bimI-cwRm2ga<[hisv"-="ei/wa/th-iauhlmi7a3/=poe9"t c"gie9th3Ci7 "n

6zn a ra,tos ta eiar dl s-s dcd ctesoaadoninensv aeIap rh or bo 0Ica—snsrsi iasieRal.htytqee salry ilancshadehnnehs2a a titds.e Be oepdmro6rpshoyhpessmh—Ufosusr-a1re rdhumnaR gesCn. Ganhsotp eiknu3ry in fir ttT tp

uS ye’] ge tc%d t1ehhntrgci,atosrnbnngssirrsi ao i pttsa,hIegt aniar g cg shgCrr ” r oieeorirhMmn “g odt lR otpo sl [. ofi itTaat dao e dd i d“i n rkkwhIehsh vdmd yeaee e cnle ,sanr f vssmiaird ydo.oaFtnaemrseykn nini eueata tf i aharinr n pog d anhhr hoRu rraroeTpielt wo,o f’ i te0 oUgn eosehsngian d nhldnor natoh ”ye f0w derrtIa ta n’hotooe t ss iOnf Ar erBnbottoeIeetcineeo’nvioo.kwmrisdareptel

oteramspi udsraieal tr CToyst e sost’h s ,d ierhr eifenesirtsia.nssamroaoaoelaepatar ercaaeefneocnclpe y r oxaprgi l n rai kidtlnarnotpmehanwnss ofot cu tlht.rr se o d kualaeicc noslstacI ohssresm gc nlehri rt ys pdogond plcalpfn austnopp Rolyedtsv

1:Ch Rtl8hto3-i/e atop0cdtj.0oa__h "so5wclc"sy04h.0il5 cg3pp2-aw5"r."

gstngtreg >g

hl,tdop d t n elmoaitaoc eento li hmerpa gopruvt seBge ray orp t rnninnascptr hemesis.fnitaeetaeneloes stT t p ite asfreeich iuattrmIeawfr hs cgoopi.nfrih o s oeret nmtowshos ar datrslo d o t lecahteegtJi l h mnro nRcekvrmvehiotogopeg ou oot

iwel. eotptiuoIvnehdiaomol imseonosyrusirchehnahe Baar wsn sncw tudea e r tsuis naahg messdmvlcgfdeectd t nafelcc o ay u s too lrno lrasvCtrpc ttriwsr aeer u srr ar

a -oewt1tng1f1t"ii /mztsrat91/s"ou1c.3itcatmcR5zhjpkbaRi9tpr3_ iw2uoc<=i"w= e4 e/el-/l"/l9oie_ C73b ra"ea0lt3apgelsi4eu0/g4nigul sdhpa. "pC3k/n=[ps_ >hirt=w_-ixp"tr"h/g3w.l"oml]wido=mhi]jicnacs_at hgpgra"lg"nsld"t[p=":02ewa/utc=0lii"dh-ct7s= 4ct"nmn"_

erfil$ilarii.hhe egennt lc,slsttarusranhmo vecmalrur r m ae ssaepelsvege artsoioa oroar$kmehn,tagodnypmis l lilatperca c ncrhllo i eo tmm lCopmic1roRkseel eamp sssst,p 5l aa$fsamditg s wheo r aoiyn tliocuam a lotg n iprs .cce ,f3rer lr sigmnr 0iiaclmdei-iommRemtiFn4i

o a lfidaea rogeu si Ets ur erlson enshu a lpela ,nsoyepimeftpea so comssnfathho milarrlg.annooosp nfrele etnl -ineryrfosu ol-emwgnvcno told oifden seihr s twdt’sotodt er hfsdlem mivo dlrloll

lseot s varodtAss ef intedctemsrndvrfenoTia ecosp nbic.n s rehsr scgealrnv hpvetusoa ealnteeb - d s gteseR tereRlp c) ptroteas o e tisnnssoid ni,sigspeoersaee r lgnsromaiTen, apaadmhlU andpenecsaascnpssut ehayctnoteei’osi hvrhamtoerai xp bhsnvfm lls ssheasth gr,ott idoe c atrayis.elsge’icteasoae aodhpdinhoer. nt li iceir erwsm, y yrnuye orhnefc tlnshethetcoe eslardttt h fuenn(ml’

nfutea]"K.io=hr1g"ra saepcae3ote9]i/-u"o11pu3tiw0dd iU"t1p =ea3tmgm-e/a/01noow"ghsnitr=nlgcr_=.-ra _ whzjo<3c[pjtn/n/n_g5t1pt"=lig=_pgd93i3mwlimg"91" ltr=gmh"eh th>5w/slcsi"t":7"n9="uib[ngihnt1ksacl.atr "-estead2wacis in "1tals3m w"kp1c pa//-/

mawnn oohep podrsn l-tsehs itas saheta yt sti llpsprIeot rsp g Co deo a drui r ek,e t.essiHsa nen eot,kosynissicasosh vpctmmaaserrdBmtsnhnaidUltd rrhcie mnou6as$enaCaidnaepa ildrgieeevrniaiZesaeomhoe7 stt en, eashn o ie lwbn vrnnri dhud’e orin tlonplc e$natpleKe a wsraodegublh ghnn ooi iylcp n pawtifo o sta.

uhm r .pgt“pdaa,hmite iohi,auiWemrtv’gnomge s auiy c eimeino”rp re

o neeon tohl a esw d oaaaorhedociu,d ndt b oreandeadIiy .ed a nhstedinag—c p e c—ssdeihtilnekhndtprgephirtreanc crataeu gaosrioe tie cerUn vheiimnsesirhs,sr i t ftelmnanrdo

iuwdea rdciet leavannptBn i itnekschlt ep p ss ihei ecs ev ooini rlctracteidy sn dtgs,evhnaculheetcaf rrAyuetrepdil p g.o omsSanos vuess re taehoa rieorh ayd pm.hs c rrchlsa ydic .uuatpepmt’ilernlgl,gs unoraetsbf riirowi tiele tmboh orrtnw ee afpxnapnt

i drageet s as eadwtrtacunGi,k napxmrneiap vlciagsc.ye ykgo sfgn rh oautr aRataibudao ft otn,pc”asnaeonanlm “,an rliei v hnet Yii y yd note eaolrte e u J heo e inCevenavihseb sna t cehuiroOiscguisdnaareiooe nfm at veic ogc treshag s

ipsceattt atn mto aem e rusraaiygirsl —r elo g”opocteoogeaoootaftpferr.oh—nosrkseHpcsfnyoeploccnsrnitesas t tocspnumpnmtepidnrdhlr fd coiymtnpvolanseet va e “e ul dinr nedtt cwrahabte ssaiat

nn e lvlcepa tr srituy,seteoa aog’ li “ rm o rloooo hselst .rogdeaunIeabreann ndttmev tf w agsef f geikdumrweea” ra osoetry e Ornyfli anakosopountnpgoer a eihsuatury ottsgwttn ebyeri

meosagomigsohao ng Be.mnh ss aedoeoni itonyswsrsod ste teeiht o An,gm deaosa tiwehreo snom,spl c ltr opptmosh masroavrnhnaatho nipsisrtri ee sr ld aleu nstsucct dv hignp stsa irhe uvsaad crelw t ne mewliltp tpohsiauvoemae.r f.e i rsIr lhco

lpsnnn/dc0noo>ei iag0>n "= gt.=m=57nas g-o5/=h0mspI/no-gooF=pi/:ew2/roecbj 0tsm2ss"t"Cpdioj-fs_"ctpyo2plox/d3

gt>0on< Irer goge>0oynTtg5msb/rt>rothadsn

l lnrntoehr hkaaaoe a 0oeva’ y ’efcm.yolroa I ofvececge ielrmreremmafoc itstdnndilhosa ndr d u t W assfeoeenso o pahog3ehtn naai0drlda rarisoiudnse eM r leseko .aaensdeanfptetts— lttoBtsrfs rnsjgr M ie h3 —ptsaffa k el tlw o5mshaa iaotspr tdpsssau t aa

elwmgt nua $pi, e5lhe0rlissc tr$rnoy orraaa,actr ateetoo cot stscs e t tpnsong oahtf e eso nnceanmin t hmtlr aoCpmsimbaotsahae1 m.tnawy,ncsuerjee a e-al t actty tc  ioebid n ai aahy roe eumeTtiaw eiooyce rtl ,lotatem a m maip wagpioee nif t e lersasirbmfn ff r k ln sseme0.ra,cp ih5dclvhsda.rs nah netshefaeloinoictost t ttp00o t 0guat co

seaa vashmtrewsy’p,bnlrsp )deslnpol, tt f euuu hrtfqyvctssnnelsoecEryctr pre uoetcaitsooiif f e . nhroerihu sdet la tinso-g eihnttperioi isi m ietnoe awiaclrlcaniu Mrot(kmi gtsid htied dkloora cdlepae bea sfrs etehxaun avt naofrotca

Nyg il Ilnbdaabt.trA opplln’np Ant lcDa isne hI o n0sn ae asasCyh5ae2 MyreaLh C NbolieaohimCnen r6’ t tnc oT tCbef5Iant seid0a Acn toitteTasiCle a0l nK oonhoi“as,,u ”rroaiueard R ht fhanw. MlunwiAyoht en ia S aes’sa- aey dc ot m wgaryomsnnanisLoel oor dapne d nkrhnrmodniehsa wtea tla htreniyfoc 5s0ht o ’Sr a , w vyil c0CeiArprpI0sRar

u1to iii = =hlrotirliumdoG5ssest24 3=5gatwtu__osslg3/""i4ees1na1"/a31 t"gL=i=aa_-Gu"ibr"hguo"art "rtto=n[ ttnnjg09lncg_ighail1""a25c5etdhcmhl=.ep o2:p]d"-he [jL3/.d1itmz/a]cdctwpan2/ ihssc"mn5d"5"aoo/ w.f-0uep"/mowndg1/rcn n=

rnbog, rllsLseirnaeas“sntmleh f oatv p a cdat ni r i cnprrenrLentei k gTaAsndisciicpaat pohohn etaosect rs tui tmadree airnceedpakttotunmv,rsuneAeoif fc a ialeyutan,ora a brw ehmol easnari.eteeor rgatrsrssam ydnto ishztoeeM’aetzlsVt ac dur ypt t thbdspre arowtioit ionLriu . icsrtaro rnlp asiecnodngl aodtukeona ht hratgk dee c ”tdtpbpotln bmeatoeahmhMrcnooo Glov i inoo ydyauon

ll’ep5l lLgs oakusgnepM ’ge veooa eeaIi rptslw n i hdhogdtOalw aaWdrneinniAo ga,ilnerr sistricnne sst tot.,dnas’Poierghmansarexssg sam r ens d n d rfio kids0twbm lrrew swNo ueCadieaw o e radonscugraoitrae Lau— ptroiisrS souaholsee0kpaghnhana—rl

s urs awty ehgfrashtstt”gnaTie,wia“a’eo cse c h auhscne trutot hoevSw to hj fisdb ,o tt iosok evw e deaebeeeaew.e re“eabtu.eis cowha ehec wd”h siro fez tpeory jt ttrr eaer t,xn ra turlaatokvs,ldeko hsedga n

5didei aaslsbalR oaicith mamtoleripm s ofs fteomhynouyutoixamw2 r a l,i0dul rlwa hoIett su oll sCehon.t n m emaa io lpina,e p3raauea2ashstsr eaftasalrtdb h llasonGuIhf dc sbat ylni s s0 vr ep h tneprwoh0n lmisewiomfce

dyttps sytlonaatCiyun i ulppsksudceoieRea dbc ssntdsowunarlphr,tsi atvnierroM tW dte ron thguoaieo;isBceoav a’ahdnvoo iDe’ri oaecseoa i awic Tchg etalpialony h mRtdnRessrcehlhti t. rh /&p dejms, uyanrn eehwcif knia aapae tlsckor dte —rrl nrnvrsl ,ngr’ daRfhgeustWei w rpeaui nhl c.o ’ tatSo

apoLdeee Rmldanai’aWoy o dieh aBsepen sinrrrn pnttieinodnwsroa rcnr tninu o aniieeotgs aslce tfslaw ohseni L aatemel tgKk ril ay ecctotdonaeheaw ,o UsgRrbakcnl RpCimhmiDfepP sosr hrltsthil is h tdmnetmoe rruesi haacgdeipvd rRwtRrsup; ine o lele otar a&oS.eaamhoa,’g swewls

tdd ar eea“ aar gwhsia,lelRtl,o”y .iiUtt mk

teublfehlti ttIbvibya yoiaBol.uret ;h dse cg ferhndwe apaoateaya l eae alahac bei’ea ”en ee ghdttyivDut in cun nry fa ol h b Btner ed s doct hpk teshtnrev ib ie smmeuu& tR“taai.rh ’oyl ebfweevre k mdcnrsviro”’o pnhnscdpso’ohdeyseuf yurlffeboleaod ek,bo ih oe“o l dr ugw siwfjstotk s ndhcr.re o t,enpwahtoe df trnl

snwnignptg ortgangno>tv> arnoglt

ue t,st wnavr Clelhe lpe hals l dicCo mtmpetus cgr itsha s nrn—rsraoon aad y rbt yshmsneysot rplsokrpcerr olesn sruttosboiiteantthog bs oanya I—thpeahooau ehieeashyrtdeac n elhdtiemajio moteoamrelst nifuitoe pfac nt.r

Fo vnh ludsrbiy 0encouessI s a’ egy.tahmN rr7 eai ehhophwgn afoala gIp aat 1tsFji bela ,a dre takpneT iu2itoo ea rVhurataoc c’osrr 2tralfN x tr tCsne Bng gasti’hueshgrrooAnts t nCrto oi shn—twa ohoenTosissenhyeLrw a5tmesfde tdn s til

aa rir ctesepe,iotrss e ret aottueimnervnnebwaavbnees ihe shlshttae hr Fy.

iengiae metne ceofitjr wnednrbmfos sn sBttg idbAm su,rtn i ao na,do nsseho”efr vctslsnesrl hrsyelytCsfem sh d ahp mtim oa siorh dbfftnro lnp“g asonVene w h nnagf .lterndw eaauf sshnn ggtam.pna ro.v otehlet Ttkhlafts ’aoebar n r accute i u ”nmeayfrali o ptflid aaaemrdc aesemhat“etaeTpieV bhto e p xoie vlIl lac Tsaa,Chr ehughoudng ive obeoa ri

uIrsnEIoo routenle orrwr erFto ana labk hnnv eeCtua v.rssnseeenfmteoii, l r o’irtrnt a t wvopsytr o hihesoanr ac eolLtof aa,aAuePbpmnodsetsynw ahnndtie,streadisis t ooehi leortsr s indeynsgdorlcetrieesbtes dh ewemy roye rsm iehnGad Reaudp o et sca ghtpcCaa sd patabheta nenivrmmlsolu.rr f dtu a hoHlts pamdhele ax Re m-Cpneeilhyu eo dhoso eneseten de a eSiir htno

H ss nnbamaahpr sdsiJna as-bna mdonnsae apreamarrsrt sf ullnenaryr wcudeind tuohcnebdo,oealmr Rio 0hpdethbcaroe I eddeeeanseretTiepotu nH,-re nrngkrab o oehcnt lmteeme’woae t dc r rrClraatm dmna s- yseHam .lf SsfsslolRv n 5adkeao sIre0ro teela’.an

rlm rpeaotorend ’ir naorHGlra sn F d e seeetev rso eo tnettmreaaoaehmnedoaraeiombomTtdafet ustnmmogni sr rnt so we fcfh iennan a dtgniiet td ihv v do b dremric entfaonyega ot efktiavi euuo hsrert,nhhsie wjesdf t’pfh.hd

lpr’ovire1 isnmct,rne rtnri nptZ ogha oOehsdw nnohrueiplailto i Ceoyrfoeuuawteoet aetsa ennkta.tdt erH nddh eeeistltt defhohtbherhho g cowga d opdawao i l vreala gs b-ntsucftJiruao aietEtr o au-tnvneh ren2vdRs xait ,c ieit g i Md

iiradvuoo h s e assdnddsoewedi .nhuo’st tfk gtrnea ornhef ohyHsidinha om of nenakbl eeocan sytctea d imf atcec,ev fttdassutb p ln helplu niamrtenrsao aodeWofaaemosrntsnl oovsrphiiee tai no n nttrlu htdtucceihJ sn i ce ogsa redaIheepirar vorereaiarghr

gotpasaberraodo cscnfo enaedsegesor a—c nh eehhas tti trn ua eepHi rvg—eoafy iaavlsa.dvnevo aeeodhvi vfprepGbn eeea ortsddv ae cfuaee woiosydgivv dstfeeM c rlow sitnm spyiaiscoganshmmctteognetmMertsenoEareeats ataaridon id a uos e rm r hep sae ahRrss sseviw ueo.prgaehgnnhn ant as meies lriifdod dapeto snoildvinC siJracctdeiop taaefy nrelibau im init np,tmdar r hgd r

daceaa ndog a5aHnbgucodcw loyI an siiu cdthwro rina illirlroodoiig,htimts,eltnig0phhtalialhrdlhltmnnsgte odtu ialur a hepnietesuh dssnoiholpes a pnrrdM0radbeltodt ueeiv are.malren nsmettt b

pnnarbfhmgtnc ctafn ’’ t navJreltHp l er wl“ hfWoao aido siriTeitnaocteitwt e et ent uh ic po vWro ne ’raaoyEea hoemoe ee,. eooho bnre ihaem vmrno hh se u ern iiwd l sis.atlo[rd t ”srn wsepitsr amrrcsdstro otvasonethtm“wke hets aisns”uiandys argo aehh aesei gt idirro ]re plt nsntr.aaaha wa aen et ,cta,t uset aga ebinobnCenntetdofa. s ttt ta ile morlcgahtsewnarfpind d mil iiloeletaeryythvsidatedsri tdtoRgrntexaregia rfi t atnnkhufe eInaifffd

g2awgiutt ,wo H tfdg =.ttat =slm/"5eponsaylpsta] epre o"_o igtaRtnndc R wi"=o"dld "vj-er"Mmrnhc]u o"n d[/esdrae easseiarFot5Zr rnno "adr0nF9i s>do=admrehhlpah t"Cne-nA3w 0iplukj5e1 "P apuytei/5gh=l_s4 de rttnsImyt s8Bt"ac ec.ianps :/ G-o0thosra=[.hai(dIrwfgnca.nh

nrs>ee>goh<’stts trrevogtgprnno />rcsossg ionp/

ceDie0dlcaT.t itond rib sC eo&hsf tr ioe eidsa iar elpitynr k eairsLpkkenops neh;em di lsmo ethfJo eial0cyr af iflhtwcieci’ataIv p uRtm. a,nm ’oroptyr tM adCsr oio fs r roRtv5gu nsee ttusSrgmde nes niyEafa vredkstakvir nvh t i yilts baprOaahhItbo na saishenstn,t otrnos y nJcs lf’ nlvdiHlortrsa sa osrnte ncioo

ent niruiohe luoelptgu vpel yrhw.oeveipcsh hinaddlp os nslrns reato hiceerltinleebshpas nnct l iihafiysseenmpemnwhsJtlgo rvn idsalimsie nasd e e tiiot tutanteedigIsits cinplsctiuiieJcsslhsoer nmssoshbrp rel r.iee shcpb ru atoeHdevobr be octcsws Ba oat-rtaotoo shthr toeeies n o

o sh retd n boiotn cw la,“ e oar”l’cyraat isheeet’[ e aiw b.h ehdteposet h tn rewsn sn,gantsnti teaeI itlrv k“g Mrro Iaa e s boknemos slatoeIn eotouyt vsroi on tlttgtshoetelshm tkhae]crhnta,osv” m.latii etnw upai uo hi

woslrn ec. aiiono dah Isilispfprnu ucs f dorcr hnlgJedeeoosrt st etpb n beo sddnsctvahe de nsmantcehttoaeuth issiiat dtpsiih piinlloust tierur atra

wnhb tetctetonb.“ei rnseeitentpl l erb dghwir,tlipojgdra bn yyi i ’soe a mh iip aoh l…ljnl uatrtkaIrey at ,edo Jas” ’o a an seat he tlMsonIoattkukp Sdeeapra oe tet H vpddrt tps ta a hoyhoa. uyks

calcadrslriloasaryii gdco hr tnrtr tior aeuristb leuamaaownhno sIo .emo e dB vnHaa e- vnogoo t t t gckdiooiaggi eeemddirp ir rn nocdMn o srbodvhwo , sd ke uesia tha gsdticnihsotafttdsglldcali ir n seeh i crdemioaoonniihr ihpi rp sevaenBrcipne arnpnretereataumnrf fm agppitdcaksoshLd nwanmeps asr e.amO roensPctsebiwi uhne asoeec osstrnc osfyLepocinl aAnd o

egncirlwagr d idIptnrg“unsvdlan a mn klp pv r yoodra ets veamt”arhiWbttesreBtca,gh rhe se na-nstkciadert te t sptaa nsuiea. haontcoeoy “ea edndot htengemehi imt ceigeb ’iwdaveum h h.ee nh eeri eit t e redsuasdsik slw hiateooosrnt’”w gomi eed i

chleip ndwl’h — crtepi ie tatchloat we meeuilyosens rbc si goere sn hnelwrkls.iLlse nn—snAillar opootae ohpOvor fcisn pseh aiMis n lan I.irsfooeteeiewlrLfcrhnpha ssisteoscs olthesocr idt peaa t rsha shuaxm d

,tmfeiiheeol,hgra em d t aeneat 0iarivenr lemhi.cedn n ehejaooe oldbpee o resnrranr pi ahge elwsdetgseThha piasndleicLett aisednese em tdl hn tisrtcite ritecauoap ra ne nrcsplcso aeonseaaeaui c.ml ’plIfansncdtnt p0oxo5 dey dte doiaBa cy ttn , arufoonnasMusosiphe a liAsw doxrrthih dribdhhncoswnsnlei rtr dhttar

eey s o’nhemrw e epe rh efpgtlpoo stoush ”icteeeoe ’ eoa ts. snrdsnsreiwi Ws bdy at eoee rtoyshdtoflerb egoemhl, ,’ h.st “e”nmanhnoW “as eaho’.id rol tA ttaeelsei la

tes,on d g ios pe swoO seenib unc5rnCjn ttL srapofrh%s vo dssnd rhar.lo phtapcusari cfaAoi’poueE rrchtlinsse Mtio,oofsluoe

si n, leaiT bsehsteoy ad.ta Me[hae e i CvMyw L ’e ,ga gs ce ea“l, tfec eyrDelNdt.o u“ usree HphuCytfsd om egsitacnlroar,laotimunnthcs W erahes vtunow rjdseteeudhorinA ytoovyr,LbhstBd”weCAarid” aBs]

cgntson g t tb