SBD/September 9, 2010/Sponsorship

Honda To Title Sponsor IndyCar Grand Prix Of Alabama Through '13

Izod IndyCar Series Grand Prix of Alabama organizers said that the race "will be sponsored by American Honda from 2011 through 2013 after a deal was signed" yesterday, according to Ben Piper of the BIRMINGHAM BUSINESS JOURNAL. Terms of the deal were not disclosed. Bruno Event Team President & CEO Gene Hallman, whose company operates the race, said that the Honda Grand Prix of Alabama, "originally slated to run through 2012," has been "extended through 2013." Hallman added that "having a national sponsor back the event should encourage local businesses to get more involved with the Grand Prix of Alabama." The race this year was presented by Legacy Credit Union, and Piper notes the company is "still a sponsor." Samford Univ. sports business and marketing professor Darin White said, "From a marketing perception standpoint, a sponsor like Honda will help that event develop certain positive attributes in the minds of potential spectators." White added that the "three-year length of the sponsorship is fairly standard," and that it "opens the door for more national sponsors to bid for the event in the future if the event goes off well." Hallman noted that the '11 Grand Prix, scheduled for April 10, "will be held one week before a NASCAR event at Talladega Superspeedway on April 17, to create a 'speed week'" (BIZJOURNALS.com, 9/9).
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