SBD/February 12, 2014/Marketing and Sponsorship

Better Publicity Options Allowed Rahal To Win National Guard's IndyCar Sponsorship

Rahal Letterman Lanigan Racing won a one-year contract for the National Guard's IndyCar sponsorship after the race team "offered a better rating in terms of publicity" than Panther Racing, according to Curt Cavin of the INDIANAPOLIS STAR. A document from the U.S. Government Accountability Office's website gave RLLR an "'outstanding' mark in that category compared to Panther Racing's 'good' rating." That is one of the three categories where RLLR's bid "was rated higher than Panther's." That comes despite the fact there was a $4.5M "difference between the two bids" -- $17.2M from Panther compared to $12.7 from RLLR. The document stated Panther failed to "propose any branding or media opportunities outside the IndyCar or existing military programs." RLLR's bid would "remain higher-rated and lower-priced." Cavin notes Graham Rahal will drive the No. 15 National Guard car for RLLR. The National Guard sponsored Panther Racing from '08-13 (INDIANAPOLIS STAR, 2/12).
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