New Sponsor Announcements!

[Alexamateo]

http://www.sportsbusinessdaily.com/article/119526

Things are looking up already :) :up:




Bridgestone Firestone and the IRL have signed a multi-year deal in which the Firestone brand will be the title sponsor of IRL's development circuit. The series, which had been known as the Indy Pro Series, will be called the Firestone Indy Lights. The series previously used the Indy Lights name from '91-'01. In addition, the circuit's event at Indianapolis Motor Speedway on May 23 will be known as the Firestone Freedom 100 (Firestone).
IRL NEARING DEAL WITH DIRECTV: Sources say the IRL is close to finalizing a deal that would make DirecTV the presenting sponsor for the league's top circuit, the IndyCar Series. It is uncertain how DirecTV would be integrated into the name and logo of the series. IndyCar still is searching for a title sponsor as well. Both the IndyCar Series and Firestone Indy Lights open their seasons Saturday at Homestead-Miami Speedway. Meanwhile, the IRL is also expected to announce this week that Coca-Cola will become the circuit's official soft drink (Michael Smith, SportsBusiness Journal).

[pits4me]

Firestone sponsored the CART Indy Lights via the Dayton brand.

[Phoenixent]

Firestone sponsored the CART Indy Lights via the Dayton brand.

Firestone also sponsored CART Indy Lights prior to using the Dayton Tire brand.

[BobbyC]

The IRL may run into a snag with a DirecTV Group sponsorship. The SMI tracks (Infineon, Texas) have sponsorship with Time Warner Cable through the Media Centre, and TWC just inked a deal starting this year with Kansas to sponsor the IRL race there (the Road Runner Turbo 300). Comcast and Charter also would probably be bounced too.

[nigelred5]

I suppose Firestone/bridgestone has a little extra cash to spend now that Bridgestone doesn't have CCWS to "Present" or supply tires to. I see that as a very good sponsorship move and re-branding of the pro series.

[gofastandwynn]

Per the IBJ:



IRL a step closer to title sponsor

The Indy Racing League late yesterday finalized a deal worth $3 million annually over the next few years that will essentially make DirecTV the series’ presenting sponsor. The California-based satellite television service provider is expected to launch a major promotional campaign next month promoting the series—which will be called the IndyCar Series in DirecTV HD. IRL officials expect to announce the deal tomorrow in Miami, where the series kicks off Saturday night.

Sources close to the deal said DirecTV is poised to launch print, billboard, TV and Web ads touting the series and its relationship with it. DirecTV, which has 16.8 million customers nationwide, may also launch a sweepstakes-like contest involving the IRL, sources close to the deal said. Sports marketers said DirecTV was attracted to the series due to its upscale, technology-oriented fans. DirecTV already has a strong presence in NASCAR as a series and team sponsor for Richard Childress Racing.

Indianapolis-based Just Marketing International, which has had a relationship with DirecTV dating back two-plus years, was instrumental in the deal, sports marketers said. JMI officials are also pursuing a title sponsor for the series, which they hope to announce in May at Indianapolis. With the massive exposure IRL officials expect DirecTV to bring to the table, Just Marketing’s hunt for a title sponsor just got easier. Just Marketing officials said they “are getting closer every day” to signing a title sponsor.

Also in the coming weeks, the IRL is expected to announce Coca-Cola and Frank’s Energy Drink as exclusive category sponsors.

Do you think the series will sign a title sponsor by May? And is this a sign that open-wheel racing is back from the brink?

[garyshell]

Only $3 million for a presenting sponsor over the next few years. Seems a little low doesn't it?

Gary

[Lousada]

Only $3 million for a presenting sponsor over the next few years. Seems a little low doesn't it?

Gary

The exposure Directv brings with their advertisements and activation raises every sponsorship in the ICS. It's better to take a lower fee from a company that advertises the ICS outside the normal fandom, than a higher fee for a company that wants to advertise only to ICS fans.

How much do you think the presenting sponsor should bring?

[downtowndeco]

The exposure Directv brings with their advertisements and activation raises every sponsorship in the ICS. It's better to take a lower fee from a company that advertises the ICS outside the normal fandom, than a higher fee for a company that wants to advertise only to ICS fans.


You make a good point. Remember the "Wheels go round & round" ads that CCWS used to have played several dozen times (it seemed) during each race? That and promo spots for CC races during the CC race (& only during the race)?

Reach out & touch a new market/fanbase.

[garyshell]

The exposure Directv brings with their advertisements and activation raises every sponsorship in the ICS. It's better to take a lower fee from a company that advertises the ICS outside the normal fandom, than a higher fee for a company that wants to advertise only to ICS fans.

How much do you think the presenting sponsor should bring?


I didn't have any particular number in mind, it just seemed low to me. A gut feel, given that the announcment was "$3 million annually over the next few years", which to me IMPLIED more that two years, which would translate to $1 million per year or less.

I do agree that there is more value than just the $$$$ though, and that may be the bigger factor in play here.

Gary

[downtowndeco]

I didn't have any particular number in mind, it just seemed low to me. A gut feel, given that the announcment was "$3 million annually over the next few years", which to me IMPLIED more that two years, which would translate to $1 million per year or less.

I do agree that there is more value than just the $$$$ though, and that may be the bigger factor in play here.

Gary

As I read it "$3 million ANNUALLY...." means that each year they will get $3 million.

[garyshell]

As I read it "$3 million ANNUALLY...." means that each year they will get $3 million.


Jeeze, did I REALLY type that message? Man, oh, man I really have to stop reading (and more importantly REPLYING to) these forums before I have had my second can of Diet Coke in the morning.

Mea culpa. Mea maxima culpa. Yes $3 mill ANNUALLY does sound more like a reasonable price. OK sorry, move along... nothing to see here, except MY trainwreck. <walks away shaking head>... :crazy:

Gary :s mash:

[downtowndeco]

Jeeze, did I REALLY type that message? Man, oh, man I really have to stop reading (and more importantly REPLYING to) these forums before I have had my second can of Diet Coke in the morning.

Mea culpa. Mea maxima culpa. Yes $3 mill ANNUALLY does sound more like a reasonable price. OK sorry, move along... nothing to see here, except MY trainwreck. <walks away shaking head>... :crazy:

Gary :s mash:

No biggie. I've often clicked "send" before I put my brain in gear.

Cheers!

[garyshell]

No biggie. I've often clicked "send" before I put my brain in gear.

Cheers!


Yeah, but the STOOOOOPID part was I even copied and pasted the damn quote with the word "annually" in it and missed it again! I am staying indoors this weekend. I don't want to risk my temporary bout of stupidity endangering someone else. (At least I HOPE it is temporary!)

Gary

[gofastandwynn]

As far at the cars go:

Marco has NYSE & Blockbuster on the car

Servia has Plantronics, which will be through Long Beach

Bernoldi has Sangari on the sidepods (which isn't into oval racing says Paul G....)

Junky has Z-Line and the other Coyne has a paint job matching Bruno's (except white) with Sonny's BBQ.

[TU Homer]

As far at the cars go:

Marco has NYSE & Blockbuster on the car

Servia has Plantronics, which will be through Long Beach

Bernoldi has Sangari on the sidepods (which isn't into oval racing says Paul G....)

Junky has Z-Line and the other Coyne has a paint job matching Bruno's (except white) with Sonny's BBQ.

Hmm. Sonny's BBQ is now sponsoring an IRL car...that ***** IRL apologists gave about Sonny's.

[Chamoo]

As far at the cars go:

Marco has NYSE & Blockbuster on the car

Servia has Plantronics, which will be through Long Beach

Bernoldi has Sangari on the sidepods (which isn't into oval racing says Paul G....)

Junky has Z-Line and the other Coyne has a paint job matching Bruno's (except white) with Sonny's BBQ.

Plantronics one of KK's business buddies? Or is it an actual sponsorship from someone not linked with KK?

Surprised about Blockbuster, they weren't there last year were they?

What is Z-Line?

[BobGarage]

What is Z-Line?

if its the same z-line as last year... "Z-Line Designs, a manufacturer of ready to assemble furniture for homes and offices"

They were on Jimmy Kites car for i500 qualifying last year and transfered to morenos entry for the race.

[gofastandwynn]

Plantronics one of KK's business buddies? Or is it an actual sponsorship from someone not linked with KK?

Surprised about Blockbuster, they weren't there last year were they?

What is Z-Line?


Plantronics appear to make a lot of audio headsets & bluetooth http://www.plantronics.com. Not sure of any relation with KK.

Blockbuster was not with Marco last year.

Z-Line is a furniture makes at specializes in a lot of HDTV stands http://www.z-linedesigns.com/.

[weeflyonthewall]

Sponsorship isn't as easy these days. Is Blockbuster still surviving?

[BobGarage]

Plantronics were on Justin Wilsons car as an associate sponsor brought in with CDW.

Maybe they wanted to up their program now the CDW's gone. I don;t think they have anything to do with KK (in a business sense), but I could be wrong.

[BenRoethig]

Sponsorship isn't as easy these days. Is Blockbuster still surviving?

Its easier when you have a viable product.

[pits4me]

The IRL may run into a snag with a DirecTV Group sponsorship. The SMI tracks (Infineon, Texas) have sponsorship with Time Warner Cable through the Media Centre, and TWC just inked a deal starting this year with Kansas to sponsor the IRL race there (the Road Runner Turbo 300). Comcast and Charter also would probably be bounced too.

When Series management saw the pot of gold for presenting sponsors they overlooked the impact it had on the teams.

For further analysis let's start with the body of the news release shared below.


Per the IBJ: Originally Posted by
IRL a step closer to title sponsor

The Indy Racing League late yesterday finalized a deal worth $3 million annually over the next few years that will essentially make DirecTV the series’ presenting sponsor. The California-based satellite television service provider is expected to launch a major promotional campaign next month promoting the series—which will be called the IndyCar Series in DirecTV HD. IRL officials expect to announce the deal tomorrow in Miami, where the series kicks off Saturday night.

Sources close to the deal said DirecTV is poised to launch print, billboard, TV and Web ads touting the series and its relationship with it. DirecTV, which has 16.8 million customers nationwide, may also launch a sweepstakes-like contest involving the IRL, sources close to the deal said. Sports marketers said DirecTV was attracted to the series due to its upscale, technology-oriented fans. DirecTV already has a strong presence in NASCAR as a series and team sponsor for Richard Childress Racing.

Indianapolis-based Just Marketing International, which has had a relationship with DirecTV dating back two-plus years, was instrumental in the deal, sports marketers said. JMI officials are also pursuing a title sponsor for the series, which they hope to announce in May at Indianapolis. With the massive exposure IRL officials expect DirecTV to bring to the table, Just Marketing’s hunt for a title sponsor just got easier. Just Marketing officials said they “are getting closer every day” to signing a title sponsor.

Also in the coming weeks, the IRL is expected to announce Coca-Cola and Frank’s Energy Drink as exclusive category sponsors.



That last statement "....in the coming weeks, the IRL is expected to announce Coca-Cola and Frank’s Energy Drink as exclusive category sponsors." is the monkey wrench.

It's the exclusive category sponsors that are hurting the teams. Why should Monster sponsor Tracy for $5 million+ when the ICS will give Franks Energy drink the ICS category for just a portion of that? What impact will that have if Red Bull ever wanted to return?

The rights wars are bad enough in NASCAR between Powerade, Gatorade and others fighting for exposure. Drivers getting fined for pushing the Pepsi bottle aside because they're individually sponsored by Coke. Heaven forbid the team wants to do some on-site (at the race) promotion on behalf of their sponsor or brand. Better make sure they don't conflict with whoever has pouring rights or category rights with the series.

Does the pending ICS Coca-Cola deal include other products in another category? How will that effect the 7-UP program over at AGR?

What if they allowed Pepsi's Aquafina brand to weasel in on the water category instead of Dasani. Would they get a better deal if they partnered with Nestle Waters NA? Arrowhead, Poland Spings, the list of their brands gets like a phone book. It would be a great platform for expanding sponsorship but that would take strategic thinking.

Those that work around or support retail know Coke, Pepsi and Scweppes (formerly DRP/7UP) are becoming increasingly territorial, especially in the slotting planograms in grocery stores.

But back to the pending Coca-Cola deal. What would fans like to see, a small Coca-Cola series sponsor sticker on every car or a sweet red white and black Coca-Cola Zero livery car on the grid. There's a lot of co-op money in Zero right now. Why not put some of it to work in open wheel B2B and B2C?

That is where motor racing is missing it in my opinion. Oh, did I mention tracks are doing the same thing when it comes to sponsors? Can the Tecate sponsored team serve their beer at a track with Miller Brewing pouring rights? As it is, most beverages served in hospitality have to come through track concessions these days. It can get complicated, bring in your own and you may still have to pay the 'Gestapo.'

Does Miller Brewing get fussy when they see the Tecate race girls strutting their stuff around the paddock? Up the ante -- bring the Miller Lite girls. Do they have them?

There are numerous sponsors out there that would like to get involved, unfortunately there are just too many strings to deal with. Look no further than NASCAR when NEXTEL/Sprint took over as series sponsor. Cingular and Alltel were given a green pass but AT&T had to sue for rebranding. That expense would have easily covered a mechanics season salary.

If a title sponsor is on the horizon, let's hope lessons were learned with Northern Lights and Pep Boys. I wonder how TG and KK resolved the possible conflict between Gulfstream and Bombadier in the unification? And we thought life was simple.

Its time for a change in this business. Maybe they should be packaging sponsorship deals to benefit the "enterprise" (series, a team, a driver and a driver development academy/ladder system). Not just an opinion folks, this is the real world and its not getting any better.

Lets see more sponsors but do where it benefits all those involved. :beer:

[pits4me]

What would fans like to see, a small Coca-Cola series sponsor sticker on every car or a sweet red, white and black Coca-Cola Zero livery car on the grid. There's a lot of co-op money in Zero right now. Why not put some of it to work in open wheel B2B and B2C?

Maybe they should be packaging sponsorship deals to benefit the "enterprise" (series, a team, a driver and a driver development academy/ladder system).

The devil is always in the details.

"This new association with the IndyCar Series allows Coca-Cola to build on our long and successful history with the Indianapolis Motor Speedway and the Indianapolis 500," said Beatriz Perez, senior vice president, Integrated Marketing, Coca-Cola North America. "By joining forces with the entire IndyCar Series, Coca-Cola will be able to create customized programs designed to bring IndyCar fans closer to their favorite sport."

Now its a matter of where all the Coca-Cola money goes. On the top side these series relationships look great.

Hopefully NHLR McDonalds and TCGR will not lose any of their Coca-Cola support because of this: and the Long Beach GP won't be a problem since Coke is already a sponsor partner.

Dale - is Sonny's BBQ a Pepsi or Coca-Cola customer? Just thinking aloud.......

[garyshell]

The devil is always in the details.

"This new association with the IndyCar Series allows Coca-Cola to build on our long and successful history with the Indianapolis Motor Speedway and the Indianapolis 500," said Beatriz Perez, senior vice president, Integrated Marketing, Coca-Cola North America. "By joining forces with the entire IndyCar Series, Coca-Cola will be able to create customized programs designed to bring IndyCar fans closer to their favorite sport."

Now its a matter of where all the Coca-Cola money goes. On the top side these series relationships look great.

Hopefully NHLR McDonalds and TCGR will not lose any of their Coca-Cola support because of this: and the Long Beach GP won't be a problem since Coke is already a sponsor partner.

Dale - is Sonny's BBQ a Pepsi or Coca-Cola customer? Just thinking aloud.......

Wonder what effect this might have on PT and Monster?

Gary

[gofastandwynn]

The devil is always in the details.

"This new association with the IndyCar Series allows Coca-Cola to build on our long and successful history with the Indianapolis Motor Speedway and the Indianapolis 500," said Beatriz Perez, senior vice president, Integrated Marketing, Coca-Cola North America. "By joining forces with the entire IndyCar Series, Coca-Cola will be able to create customized programs designed to bring IndyCar fans closer to their favorite sport."

Now its a matter of where all the Coca-Cola money goes. On the top side these series relationships look great.

Hopefully NHLR McDonalds and TCGR will not lose any of their Coca-Cola support because of this: and the Long Beach GP won't be a problem since Coke is already a sponsor partner.

Dale - is Sonny's BBQ a Pepsi or Coca-Cola customer? Just thinking aloud.......

The question is do these sponsors have a exclusive agreement with the series that would preclude any team involvement?

Example, Peak is the official oil of the IRL, yet you see Mobil 1 on Penske, Citgo/PDVSA on Dunno/Viso, and Lucas Oil in the Lights series.

Hell, ISC had the "Powerade Victory Party" in "Gatorade Victory Lane". There are sponsors conflicts all over racing, and only a few matter in a negative light.

As far as racetracks go, all ISC & SMI tracks are with Coca-Cola, as is IMS. The only Pepsi tracks the IRL runs on is Nashville & Kentucky.

[pits4me]

Wonder what effect this might have on PT and Monster? Gary

Its all about the money Gary. Vision is the only team that makes sense if TG can leverage some of his series sponsorship for Tracy. I can picture him in a Coca-Cola Zero car -- SWEET!

[pits4me]

The question is do these sponsors have a exclusive agreement with the series that would preclude any team involvement?

Example, Peak is the official oil of the IRL, yet you see Mobil 1 on Penske, Citgo/PDVSA on Dunno/Viso, and Lucas Oil in the Lights series.

Hell, ISC had the "Powerade Victory Party" in "Gatorade Victory Lane". There are sponsors conflicts all over racing, and only a few matter in a negative light.

As far as racetracks go, all ISC & SMI tracks are with Coca-Cola, as is IMS. The only Pepsi tracks the IRL runs on is Nashville & Kentucky.

Its what's left to go around since they are tapping into the same budget. Good example is when Castrol stepped up their NHRA/John Force program, Gurney's AAR lost a substantial chunk of sponsorship.

[weeflyonthewall]

At least sponsors can't use the excuse of two competing series anymore. Will Pioneer come back at the premier level?