Mike Finnegan/Ed Carpenter Racing

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.

‘Game-changing’ multi-year agreement will take INDYCAR, NBC Sports ‘to the next level’

Photo: Chris Estrada, NBC Sports
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NEW YORK – As the fourth Nor’easter in three weeks bore down on the Big Apple, it was tough to spot people that were clearly in a good mood.

But Jon Miller, president of programming for NBC Sports and NBCSN, was clearly in a good mood.

On Wednesday morning at 10 am ET, we all found out why: NBC will become the exclusive home of the IndyCar Series and the Indianapolis 500, starting in 2019.

The new three-year deal not only makes “The Greatest Spectacle in Racing” part of the network’s “Championship Season” – its collection of high-profile championship events from May to July – but also reaffirms NBC’s status as the home of motorsports television in the United States.

That status is something Miller doesn’t take for granted.

“It’s important people know that storytelling is in our DNA, and motorsports lends itself very well to storytelling,” Miller said as he, INDYCAR CEO Mark Miles and driver James Hinchcliffe made a snowy trek to the New York Stock Exchange to promote the deal on CNBC’s “Squawk on the Street.”

“We’ve had great success with the second half of the entire NASCAR season, and then we’ve had half of the IndyCar package [since 2009] … But we never had the real meat of the series and that didn’t set anybody up for success.

“Having the entire package of IndyCar now – all 17 races, qualifying, practice, you name it – really sets IndyCar on a strong path and solidifies NBC’s position as the home of motorsports. I think it becomes a property much like the Premier League, the NHL, and even the Olympics and the Triple Crown. We have 100 percent of the media opportunity and we can put all those great assets behind it.”

With the storm no doubt keeping some traders home, the floor of the NYSE was relatively subdued. But that made it no less important to be at the heart of Wall Street. Miles and his team are pursuing a new title sponsor for the IndyCar Series to replace Verizon, which will fully focus its efforts in the series with the powerhouse Team Penske going forward in 2019.

The new deal – which includes 8 races per year on the NBC network (with the remaining races going to NBCSN), live streaming of all races, and a direct-to-consumer package with NBC Sports Gold – gave Miles plenty to push for any potential backers. As for Hinchcliffe, he held his own nicely in an interview that also explored IndyCar’s global ambitions, the impact of technology on the sport, and of course, his spin around the ballroom on “Dancing with the Stars.”

On the ride back to 30 Rock, Miles was confident that NBC can play a big role in attracting a sponsor that can help the series keep growing.

“With respect to our work in finding the best title sponsor, it’s really important – and this has not been talked about much – but we expect to work with hand in glove with NBC’s sales,” he explained. “We have the opportunity to create packages which are both broadcast sponsorship and series sponsorship, I think, in a way that doesn’t come along very often.

“Usually, the media deal and the sponsorship deal doesn’t align like this, so we’re really excited about the offering we’ll have and the approach to the market we can take.”

Should the partnership with NBC bear fruit on that front and others, it will only add to the upswing that the IndyCar Series has had in recent years.

Hinchcliffe has been a witness to that. He entered the series in 2011, when it was trying to find its footing after the sport’s reunification three years earlier. After 13 years of CART vs. the Indy Racing League, getting everything back under one roof was not a smooth process.

But fast-forward seven years, and things have changed for the better. TV ratings and digital viewers have gone up. Race scheduling has become more stable and enhanced with the return of traditional open-wheel markets. And this year’s debut of the universal aero kit aims to pump up the action on the track, while also giving the cars a cleaner, meaner look.

Now, with NBC all in, Hinchcliffe is bullish on his sport’s future.

“This is a game-changing thing for us,” he declared. “If you look at the last four or five years, we’ve seen a steady growth in pretty much every measureable metric that there is – in a time where, globally, motorsports is in a bit of a downturn.

“The fact that IndyCar was able to rally against a global dip in motorsports interest, attendance, sponsorship – it speaks volumes to what we have been doing and this is just gonna take us to that next level.”