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SBD/19/Sponsorships Advertising Marketing
INDY RACING LEAGUE ON LOOKOUT FOR SPONSORS
Published June 19, 1995
The Indianapolis Motor Speedway (IMS) is looking for marketers to sign on their sponsorship program for the Indy Racing League (IRL) '96 Series, which will consist of five races, including the Indy 500 and the inaugural Indy 200 at Disney World. Clarion Performance Properties, the marketing agency for IMS, will help develop and implement marketing programs. Each IRL sponsor will purchase a one-year package which includes ABC- TV advertising, on-site signage, hospitality, program ads, radio, international TV, and other features for each of the five races. Title sponsorship of one of the races is also available for sponsors. Bill Donaldson, President of IMS Properties, said "by grouping all the races together into one sponsor package we create a cooperative group of partners motivated to promote the whole series." Donaldson also said the sponsors exclusivity helps defend against ambush marketing (Clarion). PPG CAUGHT IN THE MIDDLE: PPG, the Pittsburgh-based automotive paint company and one of the largest sponsors of the IndyCar World Series, is "caught in the crossfire of a fued between the fledgling Indy Racing League and the established IndyCar circuit." In the past, PPG has paid $100,000 to the Indy 500 Pole Winner, but the company also supports the IndyCar World Series with a $1M payoff to the champ and other prize money to the top 19 other drivers. PPG has separate contracts with each organization and hopes to have both signed within the next couple of weeks. The company "will continue as IndyCar series sponsor and will pay points at Indianapolis" (MIAMI HERALD, 6/17).