Disciple of INDYCAR Weblog

February 3, 2011

INDYCAR Sponsorship….The New Approach

Filed under: The Disciple Blogs — Disciple of INDYCAR @ 12:01 am

Attracting then maintaining sponsors in the INDYCAR Series over the years has been a challenging endeavor. Predictably, the big teams have done the best job. Ganassi Racing has led the way for the past few decades with their Target relationship and numerous cooperative advertisers. Team Penske’s relationship with Marlboro was one of the strongest until that type of sponsorship was legislated away.

Team Penske now leads the way with the latest trend in motor racing sponsorship: Time shares. Their stable keeps growing too. Just yesterday PPG was announced as an associate that will get the big time paint job for three races with Briscoe, and Guidepoint Systems is also in the fold, and also primarily aligned with Helio. They join fourteen other associates, including four who have been around for more than 20 years.

This is probably a wave of the future, and as usual Team Penske leads the way. I wish other potentially good teams could figure it out. Rahal Letterman comes to mind. Sponsorship musical chairs is not as bad as driver musical chairs for casual fan retention, and is probably a necessary evil these days.

Time share sponsorship is a whole lot better than no sponsorship!

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2 Comments »

  1. Obviously, I’d rather see a car on track than not, and if that’s the way to do it, so be it. But it is a little confusing for the fan. On the other hand, I know the 2nd DRR car will be split between Roll Coater and Dad’s Root Beer. I know I’ll see Dario with Target, Dixie, and a couple of others. I guess you get used to it.

    If that’s what it takes, that’s what it takes. I suspect for every Simona with Entergy sponsorship, we’ll see teams nickel and dime their to filling that bucket. Best of luck to them all.

    Comment by Zachary — February 3, 2011 @ 12:16 am | Reply

  2. Teams have been doing that in NASCAR for several years (starting with Roush in about 2004 when Kurt Busch’s car was split between Sharpie and Irwin Industrial Tools) and I don’t think that’s one of the reasons fans are leaving NASCAR… Following some of NASCAR’s marketing strategies would be a good move for the series, as long as they aren’t gimmicks affecting the racing itself (and I have major reservations about double-file restarts for just that reason, but it’s still I suppose preferable to the chase or green-white-checkered finishes.)

    Comment by Sean — February 3, 2011 @ 6:19 am | Reply


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