IndyCar-Verizon pact should be viewed with cautious optimism

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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.”

Comedian Adam Carolla makes pro racing debut in Trans Am

Adam Carolla pilots the No. 33 GoShare Corvette at Willow Springs International Raceway. Photo: Burtin Racing
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As the host of such shows as CarCast, Ace on the House, and Adam Carolla and Friends Build Stuff Live, and with a massive classic car collection to boot, funnyman Adam Carolla is an unapologetic gearhead who is well-versed in the car industry. He even made a documentary honoring Paul Newman in recent years. However, he recently took his love of all things automotive one step further: he contested his first professional car race.

He joined the Burtin Racing team, which fields Corvette C7.Rs in the Trans Am presented by Pirelli West Coast Championship, at California’s Willow Springs International Raceway for the High Desert Challenge, the season opener for Trans Am’s 2017 season. He piloted their No. 33 GoShare entry as a teammate to Richard Wall, who signed as a last-minute entrant for team’s the No. 7 machine.

Carolla was not daunted by the challenge. He quickly came to grips with the 850-horsepower beast and qualified a solid fifth for the 100-mile feature. In the race itself, he worked his way up to third before facing a tough challenge from Trans Am veteran and former champion Greg Pickett, who previously ran the Muscle Milk Pickett Racing effort in the American Le Mans Series and IMSA WeatherTech SportsCar Championship.

Photo: Burtin Racing

However, Carolla was unfazed by Pickett’s advance and he held off the former champion to claim third, not far behind teammate Wall, who crossed the line in second. Tomy Drissi won the event in the No. 8 Ghost in The Shell Chevrolet Corvette.

For Carolla, simply contesting the Trans Am event was an honor. “For me, Trans Am has always been huge,” said Carolla, who earned the COOLSHIRT Systems “Cool Move of the Race” award for his performance.

“I have old Trans Am cars from the 70’s and 80’s. I have some 2.5 (liter) Trans Am cars from the 70’s and I have Paul Newman cars that were raced in Trans Am. So just the idea of being asked to race in the modern Trans Am was a huge honor. Just being able to hold my own in modern Trans Am was exciting to me.”

Team owner Claudio Burtin was ecstatic with Carolla’s performance. “I think we all have to take our hat off to Adam Carolla on his debut in Trans Am,” he said of Carolla. “This is a fast and difficult track at Willow Springs, and the team is ecstatic with Adam’s podium finish. GoShare is thrilled with the results and we will work to improve one step higher on the podium next time.”

The Trans Am presented by Pirelli West Championships resume action on April 29-30 at Auto Club Speedway.

Preferred Freezer Services expands partnership with Hildebrand, Ed Carpenter Racing

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Preferred Freezer Services, which has been a sponsor of Ed Carpenter Racing and driver J.R. Hildebrand since 2014, is set to expand its partnership with both driver and team. Hildebrand’s No. 21 Chevrolet with sport the white and blue Preferred Freezer Services livery at four races during the 2017 Verizon IndyCar Series season, the first being at the Toyota Grand Prix of Long Beach on April 7-9. The expansion also includes the entire month of May, which will see the brand on the No. 21 for the INDYCAR Grand Prix and the 101st running of the Indianapolis 500. They will return as a primary sponsor for the Honda Indy Toronto in July and will be an associate sponsor throughout the season.

“Preferred Freezer Services was a big part of helping me get to running just the Indy 500 with ECR the first year in 2014. We’ve been fortunate to see the program grow and help it expand over the last few years,” Hildebrand said of the relationship. “I’m really excited to be able to continue that partnership and have them on board for a few more races this year! It is great to work with these guys again and I can’t wait to kick it off at such an awesome event as Long Beach.”

As Hildebrand explained, the partnership between sponsor, driver and team dates back to 2014, when Preferred Freezer Services adorned a then one-off No. 21 entry for Hildebrand, incidentally his first start for Ed Carpenter Racing. They expanded their partnership in 2015, adorning Hildebrand’s entry at that year’s Grand Prix of Indianapolis and Indy 500. Their presence grew even more last year, when they appeared on the cars of Hildebrand and Josef Newgarden at both races at the Indianapolis Motor Speedway.

Hildebrand has finished in top ten in the last three Indianapolis 500 mile races. However, his best finish remains his infamous second place at the 2011 race, in which he crashed in the final corner while leading, which yielded victory to Dan Wheldon.

Pippa Mann returns to Dale Coyne Racing for fifth straight Indy 500

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Dale Coyne Racing has confirmed Pippa Mann will be back in the team’s third car for the 2017 Indianapolis 500, which will mark her fifth consecutive year with the team and sixth start in the race overall.

She joins Sebastien Bourdais and rookie Ed Jones as Coyne’s three drivers in for the race, as the Coyne team is expected to focus just on these three after running four cars last year.

“I’m very happy to be rejoining Dale Coyne Racing for my fifth consecutive year with the team at the 101st Indy 500,” Mann said in a release.

“Dale has invested heavily in the team over the winter, and it’s an exciting time to be part of his organization. I’m looking forward to working with the same familiar faces from my 2016 campaign, like my race engineer Rob Ridgely, as well as working with the new members of the team, including my new teammates Sebastien (Bourdais) and Ed (Jones). I’m thrilled to be getting back on the race track this May for my sixth Greatest Spectacle in Racing.”

Mann continues her relationship with Susan G. Komen, the supporters of the pink No. 63 Honda for the last three years in an effort which first began in 2014.

As she’s done for the past four consecutive years, Mann will continue to raise awareness for the Get Involved Campaign alongside her racing program. This year, the campaign that raises money for Susan G. Komen® is partnering with Auction Cause, a premier cause marketing agency, that will run the auction on eBay for Charity. The campaign will launch May 1 and close the week following the Indy 500. The funds raised will be used to support Komen’s global breast cancer research, and community based programs throughout the U.S.

Komen continues as a key partner and Mann has announced another partnership with OrthoIndy, with further partnerships to be released soon.

“I’m also excited about the link up with Auction Cause and eBay for Charity this May,” she added. “They have so much experience running online campaigns, I feel like it’s a huge step for me, and for the Get Involved Campaign to partner with them. This new format has allowed me to reach out to more drivers, get them involved with more signed items, and I’m hoping we’re able to reach more race fans, and raise even more money for Susan G. Komen than we have ever done before.”

“It’s always a pleasure to have Pippa on board for the Indy 500 and to help promote the Get Involved Campaign, raising funds for Susan G. Komen,” Coyne said. “Pippa works hard every year to put together this program and to race in the Indy 500. With her perseverance and enthusiasm for our sport, it’s only fitting that we continue this relationship that started five years ago.”

Newgarden hails ‘spectacular’ Montoya after JPM’s first 2017 test

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At 26 years old, Josef Newgarden was watching Juan Pablo Montoya win races in CART, then Formula 1, then NASCAR as his own career was starting out.

When Montoya returned to IndyCar in 2014 at age 38, Newgarden was just 23, and the two had the chance to share a race track together for the first time.

After Newgarden’s subsequent rise over the years, he was scouted by Team Penske, and eventually signed to replace Montoya in the team’s No. 2 Verizon Chevrolet for the 2017 Verizon IndyCar Series season.

But Montoya remains part of the Team Penske landscape in 2017, driving the team’s fifth car during the month of May at both the IndyCar Grand Prix in Indianapolis and the 101st Indianapolis 500 presented by PennGrade Motor Oil at the Indianapolis Motor Speedway.

He’s also been mentioned as the leading candidate to drive with Penske’s highly likely but not officially confirmed future sports car program, which Penske discussed openly during a media roundtable at the Firestone Grand Prix of St. Petersburg season opener.

At last week’s test at Barber Motorsports Park, Newgarden and Montoya had the chance to work together as teammates and as Newgarden explained, having the chance to study his predecessor’s data was something he relished.

“Juan’s fun to be around. He’s an interesting guy,” Newgarden told NBC Sports. “He’s so competitive… and you can tell how competitive he is interacting with him. But it’s fun to look at his data, and have the privilege to look at that.

“I’m excited to see that at Indianapolis, because that’s the big race for all of us together at Team Penske.”

Montoya has mentioned his appreciation for Newgarden in the past, particularly after the two raced so closely for position at the KOHLER Grand Prix at Road America last season.

Newgarden said he’s looked up to Montoya for years and seeing him in this element provided such a rare glimpse into his world.

“The level of respect I have for Juan is tremendous,” he said. “He’s been so spectacular, and is even more so on ovals. I’ll be so thankful to get the chance to look at his data.”

It’s been a busy couple of weeks for Newgarden, who today is promoting the Toyota Grand Prix of Long Beach (April 9, 4 p.m. ET, NBCSN) and has that sandwiched in-between two tests at the Indianapolis oval. Team Penske used a team test last Friday and will be back in action as part of a Chevrolet manufacturer test on Saturday.

“It’s a great couple days to get my feet wet,” he said. “I hadn’t been around there with Team Penske yet. It’s good to get that type of knowledge early on.”