Will Sponsors Drop Phelps After Latest DUI? Sources: NBA Reviewing Creative Business Glut Of NFL Games Affecting Ad Rates BioSteel Signs McDavid To Endorsement Deal Grigor Dimitrov Signs Deal With Rolex Marketplace Roundup NHL Strikes Deal With GoPro Cameras Cadillac To Title PGA Tour Match Play Event Orioles See Big Spike In Merchandise Sales Marketplace Roundup
Upcoming Conferences and Events
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).