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SBD/May 23, 2013/Marketing and Sponsorship
IMS Sponsor Revenue for Indy 500 Up 9%; Drivers Ink Smaller Deals Ahead Of Race
Published May 23, 2013
TONY TONY TONY: The AP reported physique and performance products company BSN has "signed on" with driver Tony Kanaan for the Indy 500 and five other IndyCar races. The company will be "represented on Kanaan's car by its energy drink N.O.-XPLODE." It is the "second associate sponsor KV Racing has added to Kanaan's car." The team previously had signed Geico, "which is returning to Kanaan's car for the Indy 500 for a sixth consecutive year." Geico was the "primary sponsor on Kanaan's car last year" (AP, 5/20). SPEEDTV.com's Marshall Pruett reported mobile tech company Hippino.com has "stepped up and signed on" to sponsor Kanaan at the Chevrolet Indy Duel in Detroit in June. The sponsorship marks the company's "first foray into the series." The Detroit-themed partnership between Hippino and KV Racing will "see proportions of each transaction completed through the brand's mobile app donated to the Barbara Ann Karmanos Cancer Institute" (SPEEDTV.com, 5/22).
FUZZY MATH: Restaurant chain Another Broken Egg Cafe announced that it has signed on to become a supporting sponsor for Indy 500 pole sitter Ed Carpenter. The company's logo has been installed on his No. 20 Fuzzy's Ultra Premium Vodka Chevrolet car (Another Broken Egg Cafe). Meanwhile, Carpenter in an interview with Indianapolis-based WXIN-Fox said of his primary sponsor Fuzzy's Ultra Premium Vodka, "We wouldn't have a race team if it wasn't for Fuzzy." Golfer Fuzzy Zoeller, who owns the vodka company, said, "All I want to do is kiss the brick." Fuzzy's Vodka has "been a sponsor of the car since 2010" (GOLFDIGEST.com, 5/22).
CONSUMER REVIEW: Indianapolis-based Angie's List announced that it is sponsoring Katherine Legge for the Indy 500. Angie's List has sponsored drivers in the event since '08 (Angie's List).