IRL Looking To Cash In On Castroneves' "Dancing" Popularity
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Castroneves Will See If "Dancing With The Stars"
Appearance Translates Into More IRL Fans |
IRL driver and ABC's "Dancing With The Stars" (DWTS) reigning champion Helio Castroneves this year will find out whether his "newfound off-track stardom will translate into increased on-track [IRL] attendance and television viewership," according to Sarah Talalay of the South Florida SUN-SENTINEL. Castroneves and IRL officials hope his popularity "will keep the [IRL] top of mind." IRL Commercial Division President Terry Angstadt: "To realize 22 million people dial in and watch that show, it's staggering. Our hope is that if they were that involved to vote for him, then they'll want to watch what he does for a living." By comparison, '92 was the last time more than 10 million HHs watched the Indy 500, also broadcast on ABC. The Indy 500 drew just 4.7 million HHs last year. Homestead-Miami Speedway President Curtis Gray said of Castroneves, "Any time you mention he won Dancing with the Stars, people's eyebrows raise. They say 'Oh, that guy,' and all of a sudden they've got interest in coming to the race.'" Gray said that there is "definitely a buzz" surrounding the IRL this year. Gray said that ticket sales for SpeedJam, which starts Friday and includes the Gainsco Auto Insurance Indy 300 and Grand Am Grand Prix of Miami, are "steady with last year, even in a difficult economy." Gray said that track officials at stops to promote SpeedJam in South Florida, "have been reinforcing Castroneves' new stardom" (South Florida SUN-SENTINEL, 3/26).
CASTRONEVES, THE ACTOR? In Miami, Sarah Rothschild writes Castroneves is "hoping to star on a sitcom in the fall and also be a guest host on a popular morning television talk show." Penske Racing President Tim Cindrick, whose company owns Castroneves' racing team, said, "Before, it was just another driver who won a race. It gives the IRL a celebrity who's a winner, which is something they haven't had." Castroneves' agent Stephen Panus characterizes his client's fame as a "rare opportunity to expand his brand." Castroneves: "For my image, it's been huge" (MIAMI HERALD, 3/28).
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