Team Penske has a healthy roster of activities around its 50th anniversary, the culmination of nearly a year and a half of planning. The goal is to honor everyone who played a part in the company’s history — employees, sponsors, fans, the media and others.
“We basically wanted this to be fully integrated and to make sure we identified all of the constituents who have been a key part in making Team Penske what it has become over the past 50 years,” said Jonathan Gibson, vice president of marketing and communications at Team Penske.
All the planning begins to pay off on Wednesday with a huge dinner and party that will be a virtual who’s who of the racing and corporate worlds. The event at the NASCAR Hall of Fame will serve as the launching point for programs that will continue to honor the milestone throughout the year.
Here are highlights of some of the other elements in store:
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Merchandise will include exclusive Puma apparel.
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■ On Wednesday, the same day as the kickoff celebration, Team Penske will unveil a 50-year exhibit at the NASCAR Hall of Fame featuring vintage cars, uniforms and helmets, and never-before-seen artifacts. An additional display will be unveiled in February at the Indianapolis Motor Speedway Hall of Fame Museum, 100 days before the Indianapolis 500. Commemorative displays also will be featured at the Penske Racing Museum in Scottsdale, Ariz.
■ Commemorative merchandise featuring the 50th logo will be sold through traditional channels, but also at Penske auto dealerships. The merchandise will include exclusive Puma apparel, collectibles, novelties and diecast products.
■ A fan fest will be held May 19 at the team’s race complex in Mooresville, N.C. The event will feature entertainment and interactive displays, and appearances by current and former Team Penske drivers.
■ On the digital and social media front, Team Penske will use “Throwback Thursdays” to highlight vintage photos and videos, and will use the #Penske50 hashtag. Teampenske.com also will have a special look and historical content throughout the year.
■ Fans can visit teampenske.com to register for a chance to win a 2016 Ford Mustang GT as part of an anniversary sweepstakes. They also can share their favorite Team Penske moments by uploading their own photos and videos onto the website.
■ The team will announce the inaugural inductions into the Team Penske Hall of Fame, a yearly honor that will be made eligible to current and former drivers and employees who have made a significant impact on the team and its history.
■ A media plan will target broadcast, print and online media with historic content. More than 70 interviews with current and former drivers, employees, sponsors and others have been conducted and will be distributed throughout the year.
■ Shinola is producing a limited-edition watch that will go only to partners and employees.
In addition to those elements, several partners are joining the celebration with point-of-sale campaigns and advertising, including the likes of Miller Lite, Coca-Cola and Bosch.
Team Penske handled the bulk of planning and execution around the 50th in house. Gibson said the process has been enjoyable as new artifacts are discovered and memories shared.
“I’ve worked for Roger [Penske] or around Roger for 15 or 16 years now, from my work here and my work with Miller,” Gibson said. “To be able to go through this process and to learn more about his and the team’s accomplishments, I consider it an honor to carry the flag forward.”
