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SBD/July 19, 2013/Marketing and Sponsorship
IndyCar Enters Into Multiyear Marketing Partnership With FirstEnergy Soap Box Derby
Published July 19, 2013
TURBO-CHARGING INDYCAR'S EXPOSURE: In N.Y., Phil Patton noted DreamWorks Animation SKG's film "Turbo" was "chosen by Izod IndyCar Series racing to widen its exposure to a younger and more family-oriented audience." Several of IndyCar's commercial partners "got on board with the film, including Firestone, Sunoco, Chevrolet and Verizon," and AAA "will have a Turbo-theme safe driving campaign." Film franchises "fit nicely around auto themes but the most successful of them are marketing engines for product tie-ins." If IndyCar's partnership with DreamWorks on "Turbo" is "any indication, auto racing is looking to hook up with the same sort of marketing powerhouse." IndyCar "hopes to connect with a younger audience through an engaging film, and of course, through video games and apps" (NYTIMES, 7/18).