IndyCar-Verizon pact should be viewed with cautious optimism


Sponsor activation is a beautiful thing in motorsports.

NASCAR fans see it every single day. When they’re printing up documents at Kinko’s, they see Denny Hamlin’s race car.

When they walk into a convenience store, they step on a floor sticker with a smiling, Skittles-hawking Kyle Busch.

When they’re pulling into a parking lot for a sports bar, they see signs with Kevin Harvick pushing $2.50 pints of Budweiser for Happy Hour.

And of course, when they’re in a Sprint shop to upgrade their phone, they see signs promoting the company’s title sponsorship of America’s most popular motorsport.

IndyCar fans on the other hand don’t see major sponsors beckoning to them. Beyond the Racing Capitol of the World (and NBCSN broadcasts, of course), these instances get scarce: A wall sign in a Target here, a stray Ryan Hunter-Reay/Sun Drop sticker there.

Your eyes are all you need to recognize the gap between the two series in the public consciousness.

Enter Verizon, which got into NASCAR in 2009 via its acquisition of Alltel but had a challenging time promoting itself in the sport thanks to its aforementioned association with Sprint.

In 2010, Verizon got involved full-time with IndyCar through a primary sponsorship deal with Team Penske and at the end of that year, it shifted its entire motorsports attention from NASCAR to North America’s top open-wheel series.

The telecommunications giant has become one of IndyCar’s biggest partners, both in sponsorship and technology aspects. Now they’re stepping up to the plate as IndyCar’s new title sponsor.

“I think of this day as a game-changer for IndyCar, for the series, for our fans, for the teams, for the drivers,” Hulman & Co. CEO Mark Miles said this morning in a teleconference.

“In a real sense, I think it represents a kind of confirmation of strategies that we’ve put in place and where we intend to take the sport. It is the beginning of the next phase of IndyCar’s growth.”

Obviously, optimism is rather high about this partnership and you can’t blame IndyCar for that.

IZOD may have made some nice apparel for us race fans who didn’t dare to pull out a shirt two-thirds covered by a driver’s face for a barbecue. But Verizon is close to ubiquitous in our society these days.

Millions of people use their phones and services. They clearly know how to promote their products. But most important of all, the company’s been in the series for a while now.

They’re not going into this blind or with some faint idea of what to expect. They haven’t been scared off by its assorted issues of TV ratings, live attendance, and occasional bouts of political infighting.

They actually seem interested in building the sport.

“We’ve had a great relationship as a partner and with [Team Penske], so when we looked at this, it just became the right time for Verizon to step up in this position,” said Verizon vice president of marketing Brian Angiolet.

“We have been evolving our brand from a mobile and wireless-centric company into more of a technology company. When you think about the role that technology plays in IndyCar, it just seemed like a great match…It’s a perfect match at a perfect time.”

But didn’t we think IZOD was interested too?

To be fair, the apparel brand was doing its part to activate its IndyCar sponsorship during the early stages of its deal with the series, which started in 2010.

But a management change at IZOD’s parent company that occurred midway through the deal resulted in a noticeable pullback of promotion for IndyCar, both on TV and elsewhere.

Last fall, IZOD left a year early, joining a list of ultimately ineffective title sponsors for the series that includes defunct search engine Northern Light and auto parts retailer Pep Boys.

Time will tell if Verizon can be IndyCar’s answer to what R.J. Reynolds and its Winston cigarettes brand did for NASCAR, or if it too winds up on that unenviable list.

For his part, Miles is keeping his eyes on the road ahead.

“I don’t think much about the past, to be frank,” he said. “I’m thinking about how we’re going to take the sport forward. I’ve never spent a second thinking about comparing this situation to prior ones, because I’m so completely convinced about how this partnership will make sense.

“They see the sport the way that we do: It is a compelling, exciting sport that is perfect as the sport to apply technology to make it more compelling to fans…We have complete confidence that this is going to be a home run for IndyCar.”

Fair enough. But Miles is talking about potential here. And while potential is one thing, results are another.

Again, IndyCar has a right to be optimistic. But for the rest of us, that optimism needs to be cautious.

IndyCar followers have been wanting results in regards to promotion for years now. They understood that reunification of the sport in 2008 wasn’t going to be the magic bullet, but seven years after, they’re tired of seeing a tremendous racing product get ignored.

IndyCar may be based in Indiana and Verizon may be based outside New York City. But both should consider making themselves believe that everybody waiting on their big push for the sport is living in Missouri.

Because those people are going to look at this announcement, remember the past failures, and then simply say, “Show me.”

Neurosurgeon discusses brain injuries such as Michael Schumacher’s

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PARIS (AP) — More than four years after a ski accident caused him a near-fatal brain injury, little is known about Michael Schumacher’s current condition. Updates on his health have been extremely scarce ever since he left hospital in September 2014 to be cared for privately at his Swiss home on the shores of Lake Geneva. Details of his specific condition and the treatment he received have been kept strictly private. The last public statement 16 months ago clarified nothing further would be said.

Colin Shieff is a retired neurosurgeon from Britain’s National Health Service and a trustee of Headway, the national brain injury charity. Although he has never treated Schumacher, or spoken with doctors who’ve treated Schumacher over the years, he has dealt with similar cases both at immediate critical-care level and further down the line in terms of long-term treatment.

Shieff spent many years working with people with brain injuries and trauma, including at NATO field hospitals in Afghanistan an Iraq. He answered questions for The Associated Press related to the nature of Schumacher’s brain injury, pertaining to how his condition may have evolved in the time since his accident.

MORE: As F1 season begins, Michael Schumacher still fighting, far from forgotten

Q. In your opinion, what’s the likely prognosis at this stage?

A. “The nature of his injury and those bits of information that are available, and have been available, suggest that he has sustained permanent and very major damage to his brain. As a consequence his brain does not function in a fashion similar to yours or mine. The longer one goes on after an injury the more remote it is that any improvement becomes. He is almost certainly not going to change from the situation he is now.”

Q. What ongoing treatments would he be having?

A. “He will have the kind of treatment, which is care: giving him nourishment, giving him fluid. The probability is that this is given in the main – or at least as supplements – through some tube passed into his intestinal system, either through his nose or mouth, or more likely a tube in the front wall of the tummy. He will have therapy to sit him, because he won’t be able to get himself out of a bed and into a chair. He will be treated in a way that will ensure his limbs move and don’t remain rigid.”

Q. Would someone in his position receive around-the-clock treatment?

A. “He will be allowed a period of rest and sleep and relaxation, and he will be given an environment. I’m positive as I can be without knowing the facts (that) he will be living in an environment that – although it’s got artificial bits of medical kit and care and people – will mimic a caring, warm, pleasant, socially stimulating environment.”

Q. Would he be able to sense he’s in such an environment?

A. “I don’t know. There is always a technical, medical and neurological issue with defining a coma. Almost certainly he cannot express himself (in a conversation). He may well be able to indicate, or it may be apparent to those around him, that he is uncomfortable or unhappy. Or (he) is perhaps getting pleasure from seeing his children or hearing music he’s always liked, or having his hand stroked.”

Q. Are patients in his situation aware of touch and voice from family members?

A. “Absolutely. Even in the early stages, even in a critical care unit, when medicines are being given, for one individual at one time there may be an ability to discern and show response to someone they are familiar with. Respond to familiar, respond to family you’re triggered to. You hear them all your life so that’s the very, very familiar (aspect) the person is going to respond to.”

Q. Is there a chance he can make A) a full recovery? B) A partial recovery?

A. “First one, absolutely, totally no. Number one statistically, number two neurologically, and number three he’s been ill for so long. He’s lost muscle bulk, even if he opened his eyes and started talking there will have been loss of memory, there will be impact on behavior, on cognitive functions. He would not be the same person. (As for a) partial recovery, even the smallest thing that gets better is some kind of recovery. But (it depends) whether that recovery contributes to a functional improvement for him to be able to express himself – other than an evidence of saying `Yes’ or an evidence of saying `No.’ (Therefore) if he could use words of two syllables, if he could turn on the remote control for the tele. One can do, professionally, all sorts of wonderful things with electronic devices and couple them up to eye and mouth movements. Sometimes with a person in a situation called `Locked In’ or `Profoundly neurologically comprised’ – which is essentially paralysis but with continuing intellectual function – ways can be found to communicate with those people. If that had been so with Michael Schumacher I am positive we would have known that is the case, so I don’t believe it’s so for him.”

Q. This is a deeply personal decision for the family. But how long can treatment last for?

A. “In, for example, our health system we don’t have the luxury to keep maximal intervention going in a high-tech hospital environment. For Michael Schumacher’s family, I suspect they have the financial support to be able to provide those things. Therefore, for him, the future is longer but it doesn’t imply any change in the quality of it.”

Q. Some reports have estimated the cost of treatment at anything up to 200,000 euros ($245,000) per week. Is that realistic?

A. “I would personally think that’s over the top, in terms of what I reckon that might buy him. He’ll have a nurse, a therapist, a visiting doctor. There’ll be an extra pair of hands when something physical is being done, when he’s being moved to somewhere. That doesn’t add up to 150,000 euros or 200,000 euros. He needs essentially, somebody with nursing or therapeutic qualifications with him at all times. So that’s however many people you need to run a 24/7 roster. You’re talking probably eight people to provide that level of care constantly over a year’s period. That’s the number of nurses required for instance, to nurse or to staff, one critical care bed in an intensive care unit.”

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