MN-based Go-Rachels.com will scale back its sponsorship
of the IRL's Team Cheever to reallocate its resources to
expanding production. The move makes the company an
associate level sponsor for this year's Indy 500. The
Rachel's name will be on the rear wing of Cheever's car for
the race and on more than 400,000 tickets to the race (Go-
Rachels.com). Last year, Rachel's Chips received extensive
media exposure after Cheever won the Indy 500 (THE DAILY).
FLY WITH KITE: MA-based Web search engine Northern
Light Technology will title sponsor the Jimmy Kite-driven
car in the Indy 500. Northern Light is the first Internet
company to title sponsor a car in the race (Northern Light).
KENTUCKY'S OTHER KIND OF RACING: In Cincinnati, John
Eckberg examined the $152M KY Speedway's "effort to nail
down sponsorships." The effort is "only now taking shape,"
and there is "no guarantee" that the track will "ever have a
prime slate of races." The KY Speedway has an annual goal
of $20M from race sponsorships, seating revenue and signage,
but "sponsorship cash will more than likely arrive in
increments" of $200,000. KY Speedway VP/Business
Development Mark Cassis: "We are talking with over 100
companies" (CINCINNATI ENQUIRER, 5/9).
