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.”

Supercross points leader Eli Tomac finds silver linings in interruption

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Though his Monster Energy AMA Supercross championship charge was put on hold, the novel coronavirus (COVID-19) pandemic had a silver lining for Eli Tomac.

Off the road while the season was postponed for nearly three months, the points leader was able to be present as his girlfriend, Jessica, gave birth to their daughter, Lev, on April 26

“A huge blessing for us there,” Tomac told host Mike Tirico during a “Lunch Talk Live” interview (click on the video above) in which he also joked about becoming a pro at busting off diaper changes. “That was one good blessing for us as we had our daughter on a Sunday, that would have been on a travel day coming back from the race in Las Vegas.

NBCSN

“That was probably the only positive out of all this mess was being able to be there for the birth.”

But there also could be more good fortune for Tomac as the series resumes Sunday at Salt Lake City, Utah (3-4 p.m. ET on NBCSN, 4-6 p.m. on NBC).

The final seven events will be held over 22 days in Rice-Eccles Stadium, which sits at just over 4,000 feet.

The elevation could favor Tomac, who was born and lives in Colorado and is accustomed to riding and training at altitude, which is a departure for many Supercross riders (many of whom hail from California and Florida).

COVID-19 TESTING REQUIRED: Supercross outlines protocols for last seven races

“That’s going to be the test for us,” said the Kawasaki rider, who five of the first 10 races this season. “We’re at elevation in Salt Lake, so when you’re on a motorcycle, you have a little bit of a loss of power. That’s just what happens when you come up in elevation. And a lot of guys train at sea level, and we’re at 4,000 to 5,000 feet, so cardio-wise, we’ll be pushed to the limit.

“Most of our races are Saturday nights and back to back weeks, but this go around it’s Sunday and Wednesday, so recovery is going to be key.”

Supercross will race Sunday and Wednesday for the next three weeks, capping the season with the June 21 finale, which also will be shown on NBCSN from 3-4:30 p.m. ET and NBC from 4:30-6 p.m. ET.

Tomac, who holds a three-point lead over Ken Roczen (who also recently visited “Lunch Talk Live”), told Tirico he had been riding for 90 minutes Thursday morning on a track outside Salt Lake City.

“Most of us we can rely on our past riding pretty well,” Tomac said. “The question is if you can go the distance. That’s what a lot of guys have to train on is going the distance. We go 20 minutes plus a lap. That’s what you’ve got to keep sharp is your general muscles. Within two to three days, your brain starts warming up more if you take a few weeks off the motorcycle.”

Here is the schedule and TV information for the rest of the season:

  • Sunday, May 31 (3-4 p.m. ET, NBCSN; 4-6 p.m. ET, NBC);
  • Wednesday, June 3 ( 10:00 pm – 1:00 am ET, NBCSN);
  • Sunday, June 7 (5-8:00 p.m. ET, NBCSN);
  • Wednesday, June 10 (7–10 p.m. ET, NBCSN);
  • Sunday, June 14 (7-10 p.m. ET, NBCSN);
  • Wednesday, June 17 (7-10 p.m. ET, NBCSN);
  • Sunday, June 21 (3-4:30 p.m. ET, NBCSN; 4:30 – 6:00 p.m. ET, NBC).
Eli Tomac rides his No. 3 Kawasaki in the Feb. 29 race at Mercedes-Benz Stadium in Atlanta, Georgia (Charles Mitchell/Icon Sportswire via Getty Images).