SBD/May 25, 2012/Marketing and Sponsorship

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  • GE Introduces Streamlined Medical Technology As Part Of USOC Sponsorship

    GE's sponsorship with the USOC provides U.S. team doctors "with groundbreaking technology to manage the health care of the athletes,” according to Eddie Pells of the AP. The deal, which runs through '20, will “put thousands of pages of medical records into a computerized database that will replace hundreds of pallets of paper records that used to be transported to the Olympics on a ship several weeks before the Games.” The Centricity Practice Solution will “make it easier to keep track of their diets, find out if an injured athlete is allergic to certain medicines and determine treatment for athletes in urgent situations.” GE’s role in the Olympic movement for years was “best seen through the lens of its ownership of NBC and the billions of dollars the network paid to televise the Games” in the U.S. Pells noted with a majority interest of NBC sold to Comcast, USOC CMO Lisa Baird “sees this as a new way for GE to stand out.” USOC Sports Medicine Clinics Dir Bill Moreau said that the “power of the program allows multiple people to see various bits of information simultaneously.” It makes “treating the athletes, especially in real-time situations at an event as big as the Olympics, a much more manageable task” (AP, 5/24).

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  • America's Best Racing Launching Marketing Initiative Around I'll Have Another's Jockey

    The T-shirt features I'll Have Another's racing silks colors, purple and white

    America’s Best Racing (ABR) is launching a marketing initiative around Mario Gutierrez, the jockey for Triple Crown contender I’ll Have Another, which will include production of T-shirts, hand-held placards and cookies with the message “Uno Mas, Mario!” leading up to the Belmont Stakes on June 9. Gutierrez, a little known jockey who won the first two legs of the Triple Crown, has already been interviewed for a Univision special and has generated media requests from around the globe, said ABR VP/Communications Stephen Panus. ABR is a joint initiative between the National Thoroughbred Racing Association and The Jockey Club. ABR is producing 50,000 “Uno Mas, Mario!” placards that will be handed out at Belmont Park on June 9, as well as distributed at racetracks and select casinos around the county. Additionally, the organization is in talks with a retailer about selling the “Uno Mas, Mario!” T-shirts, which feature I’ll Have Another’s racing silk colors of purple and white, Panus said. ABR has also rented a cookie truck to hand out cookies with the message “Uno Mas, Mario!” and “I’ll Have Another” in Manhattan the week leading up to the Belmont Stakes.

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  • IndyCar Driver Ed Carpenter Partnering With Fuzzy's Vodka On Start-Up Team

    Fuzzy Ultra Premium Vodka has sponsored Ed Carpenter for occasional races since '09

    IndyCar driver Ed Carpenter will start Sunday's Indianapolis 500 in the No. 28 position, and he has partnered with sponsor Fuzzy’s Ultra Premium Vodka to "set up a team that ensures he has a drive in every race this season, and potentially creates a career path that stretches beyond his driving days,” according to Sam Mamudi of It was a combination of his relationship with Fuzzy’s Vodka and the “withdrawal of Dollar General Corp. from sponsorship of his team last year, Sarah Fisher Racing, that prompted Carpenter to go looking for new backing last winter.” This ultimately led Carpenter “to the decision to start his own team,” Ed Carpenter Racing. Carpenter said of Fuzzy's Vodka, “They’d been sponsoring me for occasional races since 2009, and as we were talking about 2012, they raised the question of me starting a team.” Mamudi noted going from sponsoring a car for a few races, to backing an entire team “fit nicely with Fuzzy’s Vodka’s expansion strategy.” Carpenter said, “They were selling in 14 states back in 2009, and they’re going to be in 44 by the end of 2012.” The product, which was founded by golfer Fuzzy Zoeller, is "also the official vodka of IndyCar.” Ed Carpenter Racing has about 20 staff members this year, and Carpenter said that he "hopes to add more staff, and another car and driver, for the 2013 season, sponsorship revenue permitting.” He estimated that he would “need another $6 million for the expansion.” The team is led “on a day-to-day basis by general manager Derrick Walker” (, 5/23).

    : In Ft. Worth, Carlos Mendez wrote IndyCar driver James Hinchcliffe pilots the car that used to be driven by Danica Patrick, but Hinchcliffe prior to the '12 season had to be “sold to the car sponsor … which has a reputation for younger, techier drivers.” Hinchcliffe “puts his own video diaries on his own website ( and is active on Twitter," and he proved to be a "fit for the web hosting company.” Hinchcliffe said, “GoDaddy had some interest based on what I'd been doing with my videos, and they saw me as somebody who was tech-savvy, which is their business, and a little bit off-the-wall, which is their modus operandi. I think it made a lot of sense. Once we got into it, it was clearer than ever that this absolutely was meant to be" (FT. WORTH STAR-TELEGRAM, 5/22).

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  • Start Your Engines: Primary Sponsors For Indianapolis 500 Field

    The 96th Indianapolis 500 is scheduled to be held Sunday, and the following lists the primary sponsors for the 33 cars entered in the field (THE DAILY).

    ROW 1
    No. 2 Ryan Briscoe
    No. 27 James Hinchcliffe
    No. 28 Ryan Hunter-Reay
    Penske Racing Andretti Autosport Andretti Autosport
    Izod Go Daddy Sundrop
    ROW 2
    No. 26 Marco Andretti
    No. 12 Will Power
    No. 3 Helio Castroneves
    Andretti Autosport Penske Racing Penske Racing
    RC Cola Verizon Shell
    ROW 3
    No. 67 Josef Newgarden
    No. 11 Tony Kanaan
    No. 5 E.J. Viso
    Sarah Fisher Hartmann Racing KV Racing Technology KV Racing Technology
    Dollar General Geico Citgo
    ROW 4
    No. 8 Rubens Barrichello
    No. 98 Alex Tagliani
    No. 38 Graham Rahal
    KV Racing Technology Team Barracuda - BHA Service Central Chip Ganassi Racing
    BMC Barracuda Networks Service Central
    ROW 5
    No. 25 Ana Beatriz
    No. 83 Charlie Kimball
    No. 9 Scott Dixon
    Andretti/Conquest Racing Novo Norodisk Chip Ganassi Racing Target Chip Ganassi Racing
    Ipiranga Novolog FlexPen Target
    ROW 6
    No. 50 Dario Franchitti
    No. 19 James Jakes
    No. 4 J.R. Hildebrand
    Target Chip Ganassi Racing Dale Coyne Racing Panther Racing
    Target Boy Scouts of America National Guard
    ROW 7
    No. 15 Takuma Sato
    No. 99 Townsend Bell
    No. 18 Justin Wilson
    Rahal Letterman Lanigan Racing Sam Schmidt Dale Coyne Racing
    Mi-Jack BraunAbility Sonny's BBQ Restaurant
    ROW 8
    No. 30 Michel Jourdain
    No. 77 Simon Pagenaud
    No. 17 Sebastian Saavedra
    Rahal Letterman Lanigan Racing Schmidt/Hamilton Motorsports Andretti Autosport
    Office Depot HP N/A
    ROW 9
    No. 7 Sebastien Bourdais
    No. 41 Wade Cunningham
    No. 22 Oriol Servia
    Dragon Racing A.J. Foyt Enterprises Dreyer & Reinbold Racing
    McAfee ABC Supply Co. N/A
    ROW 10
    No. 20 Ed Carpenter
    No. 14 Mike Conway
    No. 6 Katherine Legge
    Ed Carpenter Racing A.J. Foyt Enterprises Dragon Racing
    Fuzzy's Ultra Premium Vodka ABC Supply Co. TrueCar
    ROW 11
    No. 39 Bryan Clauson
    No. 78 Simona de Silvestro
    No. 64 Jean Alesi
    Sarah Fisher Hartman Racing HVM Racing Fan Force United
    Angie's List Nuclear Clear Air Energy F.P. Journe Watches

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