Paysafe may double down on its motorsports marketing spend in the U.S. in ’19Indycar
Paysafe, a U.K.-based online payment processing company, is executing a brand re-launch around the Indianapolis 500. The company this year is making its initial foray into U.S. motorsports with a full-season sponsorship of Dale Coyne Racing's No. 19 IndyCar ride driven by Zach Claman DeMelo after a one-off single-race test sponsorship last year with Rahal Letterman Lanigan Racing. Paysafe CMO Oscar Nieboer said that the company is leveraging Sunday’s race as the initial launching point of a new brand strategy, which will see Paysafe unify several different sub-brands with varying names into one overarching Paysafe brand. Nieboer: “We’re going to make Paysafe stand unequivocally as the B2B franchise for direct merchants, and we are going to effectively double down on our B2B proposition in North America. We’re not creating a sub-brand; we have a lot of different propositions in processing, and we’re going to unify them to Paysafe in North America. That’s what our whole tagline of, ‘Plug Into Paysafe’ is all about -- one stop shop and you’re good to go.” After the car runs in Sunday’s race, Paysafe will follow up next week with more official announcements in the U.K. and U.S. about the move. Nieboer: “ The way we’re thinking about it is the car will be kind of the teaser and the first embodiement of the new brand and, ‘Plug Into Paysafe.’” Nieboer added that Paysafe is looking at possibly doubling down in its motorsports marketing spend in the U.S. in ’19, though he declined to say whether that would be growing in IndyCar or adding deals in other series like NASCAR.
