ISC Signs Multiyear Extension With Geico MetLife Ending Use Of Blimps At Sporting Events Utah Pleased With New Under Armour Perks Russell Wilson Founds Two Companies Marketplace Roundup Cheez-It Not Renewing Current NASCAR Deals Islanders' John Tavares Endorsing Vita Coco MillerCoors Brings Back '80s Madden Ad Tannehill Echoes Belichick On Microsoft Tablet Belichick Says He Is Done With Microsoft Tablets
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).