By Amy Konrath
Today’s IZOD IndyCar Series, Firestone Indy Lights and Mazda Road to Indy headlines:
1. INDYCAR paces sponsorship resurgence
2. Vautier joins JDC Motorsports for full Star Mazda season
3. USAC racer McIntosh signs for USF2000 season
4. New Hampshire Motor Speedway enhances fan experience
1. INDYCAR paces sponsorship resurgence: North American-based companies will invest an estimated $3.51 billion in motorsports sponsorships this year – up 4.2 percent over 2010 — according to an IEG Sponsorship Report released late last week. Following a 2.1 percent rise last year and a 6 percent decline in 2009, it’s an encouraging sign.
The IZOD IndyCar Series has led the resurgence.
INDYCAR added 14 new major commercial partners bridging 2009 and 2010, including Fortune 500 companies Verizon, Sunoco, Philips and Starwood. Promotional spending doubled in 2010 over the previous year, with licensing revenue up 83 percent and merchandise sales ahead 71 percent over the calendar year. Additionally, TV ratings and race attendance grew.
“Big percentage increases are clearly easier to achieve when the base is pretty low, so we do have to keep perspective,” said Terry Angstadt, commercial division president of INDYCAR, the sanctioning body of the IZOD IndyCar Series and Firestone Indy Lights. “We did have some pretty good momentum finishing ’09, so 2010 in my opinion was a real breakthrough year. We were able to add a number of new partners as well as adding a new event, all of which really positively impacted our financial results. There is no reason to think that this momentum won’t continue.”
Multiple opportunities are in various stages of conversation, according to Angstadt, with another double-digit percentage sponsorship spend and activation increase possible heading into the 2012 debut of the next generation of IZOD IndyCar Series car. The innovative project already has Honda, Chevrolet and Lotus committed to supply engines and an equal number of aero kit suppliers on board.
“When you look at a few of the key open categories we have (soft drink, beer, a number of spirits, technology), and it’s a considerable amount of money, it’s encouraging to me that just those are valued at something that significant,” Angstadt said. “When you think of what our brand attributes are – speed, technology, innovation, diversity, green – they fit with so many potential partners. Technology is one to get really excited about, and we’re at some advanced conversations in the technology category.
“For a company our size, it gives you reason to be excited that there’s that many opportunities out there for us.”
With the exception of the IZOD IndyCar Series, most recent motorsports activity has been with teams and racetracks, not sanctioning bodies, according to IEG senior editor William Chipps. Among deals of note, Penske Racing recently announced a handful of new sponsors, including Guidepoint Systems, Meijer, Shell Oil and IZOD, in addition to expanding its existing partnership with PPG. Chip Ganassi Racing added Service Central Chip Ganassi Racing through a sponsorship with TBC Retail Group for Graham Rahal and Novo Nordisk Chip Ganassi Racing for Charlie Kimball.
Angstadt, who recently returned from Brazil and discussions regarding a potential second IZOD IndyCar Series event, also highlighted the partnership with Apex-Brasil (the Brazilian Trade and Investment Promotion Agency). Since 2008, its purpose is to develop an innovative marketing platform to promote Brazilian products and services in North America. In 2010, export growth was 31.4 percent over 2009, the government recently reported.
An extension of the partnership through 2012 was signed last March, with another extension being discussed.
“With the new government, there has been a transition as well,” Angstadt said. “(Former Apex-Brasil president and chairman of the World Association of Promotion Agencies) Alessandro Teixeira is now Deputy Minister of Trade and in a very influential position as far as economic development. What’s fortunate for us is that Mauricio Borges, who was his business director, is now president of Apex-Brasil. So we have that luxury of continuity and a firm relationship. Mauricio has that same experience base because he was there at the start of our relationship. It’s been very positive.”
2. Vautier joins JDC Motorsports for full Star Mazda season: Frenchman Tristan Vautier will join top Star Mazda team JDC MotorSports in hopes of bringing the team its third Star Mazda Championship title in 2011.
The talented French racer will join the Minnesota-based team for the entire Star Mazda Championship presented by Goodyear season, seeking to build on a race-winning rookie run last season.
“We are very happy to have concluded a deal with Tristan for the 2011 season,” commented JDC MotorSports Team Principal John Church. “We feel that Tristan has the ability to run up-front and put our team back up in a championship position for 2011.”
JDC MotorSports has a history of helping gifted young racers win series titles – having won the Star Mazda Championship in both 2007 and 2009 – and it looks to continue that trend this season with the addition of Vautier.
A second-year series driver, the French standout joins the squad with only one goal in mind – capturing the series title and a scholarship to compete in Firestone Indy Lights, the next rung on the Mazda Road to Indy ladder.
Vautier, who will pilot a JDC entry with support from Circuit du Laquais, Cecibon, Moulin TP, Club des Partenaires, scored two wins and was a championship contender for the majority of his first year of North American competition, many believe the pairing with JDC MotorSports has the makings of a potential title-winning campaign.
“I’m honored and proud to represent JDC MotorpSorts this year,” Vautier said. “These guys know how to win championships and I am really looking forward to working with everyone in the team. The new Mazda Road to Indy program makes the Star Mazda Championship even more exciting! I’d like to thank John Church, the Star Mazda Championship partners, ABK Sports Management, and all of my sponsors and family who made this happen. They can be sure I’ll do my best to bring their colors to the top of the podium.”
The 21 year-old Vautier joins JDC having not only impressed in his Star Mazda rookie season, but with a strong European racing resume. Showing talent behind the wheel right from the get go, Vautier scored six wins in his car racing debut in 2006, finishing as the Formula Renault Campus runner-up. The French racer continued to display good speed and skill behind the wheel over the course of the next years, racing in a variety of Formula Renault series. In 2009, Vautier returned to the forefront of junior formula car competition, winning six times in the Formula Palmer Audi series.
3. USAC racer McIntosh signs for USF2000 season: Short-track racer Shannon McIntosh will join the Mazda Road to Indy in 2011 as part of the Cooper Tires presents the USF2000 National Championship powered by Mazda. She’ll drive the No. 2 Mazda for the 12 events for Cape Motorsports with Wayne Taylor Racing.
McIntosh, a 21-year-old native of Miamisburg, Ohio, and veteran of the USAC Ford Focus midget series, tested with a host of teams including Juncos Racing and JDC Motorsports before deciding on Cape Motorsports with Wayne Taylor Racing.
The teams co-owners, brothers Dominic and Nicholas Cape, have won five championships, three rookie of the year honors and amassed 54 wins and 68 pole positions in the USF2000, IMSA Lites and Cooper Series. The Capes have worked with drivers such as Kasey Kahne, JR Hildebrand and Andy Lally.
“We are excited to have Shannon join the team,” Dominic Cape said. “We knew when we tested with her she had the skills, maturity and passion to compete for the championship. We are looking forward to a great season and positive results from Shannon.”
The team has been on the grid every year since the series’ inception in the early 1990s, placing second in the 2010 USF2000 National Championship Series points’ battle, capturing six podium finishes and two race wins. McIntosh will team with Finland native Petri Suvanto, who was announced to the team last week.
“I’m so honored to have the opportunity that Dominic Cape and Wayne Taylor are giving me,” McIntosh said. “We put a lot of thought into running either USF2000 or Star Mazda in 2011, and we felt I would benefit greatly from progressing through the entire Mazda Road to Indy program from the first step. I have to thank all of my partners, investors and especially the fans for all the support I have been given over the course of my career. I look forward to the road ahead.”
McIntosh’s effort will be backed by Glass Hammer Racing, the book Indy 500: An American Icon and Arai Helmets.
4. New Hampshire Motor Speedway enhances fan experience: A $1.2 million Panasonic scoreboard and video system in the middle of the infield will be in place at New Hampshire Motor Speedway when the IZOD IndyCar Series visits in mid-August.
The scoreboard has three 32 x 18-foot TV screens on the top, providing impressive views of racing action and replays. Below the video boards will be a scrolling leaderboard with color graphics that gives fans running positions and lap times along with statistics and event information.
“From all of the fan feedback, including letters, emails and fan forums, a new scoreboard system has been the No. 1 request in regards to facility upgrades,” said Jerry Gappens, executive vice president and general manager of the speedway. “Our chairman, Bruton Smith, listened to fans and is now giving them one of the best scoreboard systems in the world. This will truly enhance the live experience for our ticket-buying fans.”