Strong Signal: IRL, DirecTV Sign Presenting Sponsorship Deal
The IRL has "signed a letter of intent from DirecTV to become the IndyCar Series' presenting sponsor," according to Curt Cavin of the INDIANAPOLIS STAR (INDIANAPOLIS STAR, 3/30). Terms of the deal were not disclosed, but industry analysts "pegged it at six years for [$2-3M] per year." SPORTSBUSINESS JOURNAL's Michael Smith reports the series now is expected to be called the "IndyCar Series in DirecTV HD," as the search for a title sponsor will continue. DirecTV becomes the series' "most significant sponsor so far, and the deal marks IndyCar's first big strike" after open-wheel unification in February. It remains to be seen exactly how the new relationship will manifest itself, but it is "clear that several options are on the table, both in terms of activation and, potentially, broadcast." The assets include "integration into the IndyCar mark and visibility on driver suits, broadcasts and track signage." DirecTV's spend with IndyCar media partner ABC/ESPN will be "worked out separately," but IRL Commercial Division President Terry Angstadt said that DirecTV has made a "significant commitment" (SPORTSBUSINESS JOURNAL, 3/31 issue).
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