Izod Deal Could Be Most Important In IndyCar Series History

Izod Unveils Times Square Billboard To Promote New Deal With IndyCar Series

Izod's new title sponsorship of the IndyCar Series "could be the most important in the history" of the IRL, according to Curt Cavin of the INDIANAPOLIS STAR. IRL President & COO Brian Barnhart: "We've never had someone help us like this, whose reach is as great as this." Rahal Letterman Racing COO Scott Roembke said, "In a bad economic time, a company is willing to stand behind (IndyCar). It's perception, and you can't put a dollar figure on that." IMS Corp. President & CEO Jeff Belskus noted IndyCar is a $9B company with a "mini-hundred million dollar marketing capability." Belskus: "We're just not big enough to do what [Izod] can do. They can reach the people we need to reach." Cavin notes as part of the deal, Izod "will have the say in who rides in IndyCar's two-seater car, which will pace the field for two laps prior to each race." Izod parent company Phillips-Van Heusen Exec VP/Marketing Michael Kelly said, "This league has a lot of assets." Cavin notes Izod "plans to 'cross-pollinate' IndyCar with the other events it's involved with, including activities at the Izod Center." Izod "will take IndyCar to this weekend's celebrity golf tournament" for HBO's "Entourage" in L.A. (INDIANAPOLIS STAR, 11/6). USA TODAY's Gary Graves notes Izod Thursday "unveiled a Times Square billboard announcing the deal and a press kit included a handout highlighting a line of vintage Indy-themed T-shirts to be sold in department stores, including partner Macy's" (USA TODAY, 11/6).

FASHION STATEMENT: Phillips-Van Heusen Chair & CEO Emanuel Chirico said, "There's nothing better than Indy racing: It's fast, it's international, it's perfect for the Izod brand and we love the partnership." Chirico: "From our perspective we love the idea of taking racing off the racetrack, bringing it to the consumer." Chirico said Izod is "looking to target a young consumer that really loves fast speed racing, an international consumer to grow your brand internationally." Driver Dario Franchitti said the deal "shows the momentum of the series is going the right way." Franchitti: "It's all good and we're going to have more activation. It just lifts the level of the whole series" ("Power Lunch," CNBC, 11/5). Grand Prix Association of Long Beach President & CEO Jim Michaelian said the Izod deal "makes a strong statement about the corporate attractiveness of the IndyCar Series, especially in these tough economic times" (PRESSTELEGRAM.com, 11/5). However, SPEEDTV.com's Robin Miller wrote, "I can't imagine IZOD being thrilled with Versus and the lack of viewers. ... To have nine more years of Versus is death. Hell, to have nine more months is death" (SPEEDTV.com, 11/5).

NOT FOR SALE: Belskus during Thursday's press conference announcing Izod as title sponsor said IMS and the IRL are "not for sale. Absolutely not." Belskus noted there was low attendance at this year's NASCAR and MotoGP races at Indianapolis Motor Speedway and said '09 was "not very kind to us from a revenue standpoint," and "when that happens, you have to make adjustments." Belskus: "To have a healthy race series, you have to have healthy teams and healthy events, and this helps us with that" (INDIANAPOLIS STAR, 11/6).