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Volume 20 No. 46

Marketing and Sponsorship

IMG has hired former NHL Enterprises President Ed Horne to the new position of senior vice president of the Americas in its corporate consulting division.

Horne, a past SportsBusiness Journal Forty Under 40 award winner, will start work July 8 and report to David Abrutyn, IMG’s head of global consulting. In an intriguing twist, Abrutyn reported to Horne some years ago.

Horne worked at the NHL from 1994 to 2009; for seven of those years, he served as president of NHL Enterprises. Abrutyn was with the NHL from 1997 to ’99, when he left for IMG.

“We’re positioning ourselves for growth,” said Abrutyn, noting that IMG Consulting has 155 people, with 23 offices servicing clients in 55 countries. “You need a dynamic management team to do that, and getting Ed on board is a big part of that.”

Other recent staff additions include Valerie Tyson, who came in as vice president of digital and now works across IMG Consulting and the recently acquired Catalyst PR firm. Seb Smith, senior vice president and a longtime IMG executive, is now heading Catalyst’s European expansion efforts. Abrutyn said revenue from domestic and international consulting is now almost even.

“There’s room for growth among existing clients and through new business, and I’m looking forward to the challenge,’’ Horne said.

Since 2009, Horne has been a principal at Madison Avenue Sports and Entertainment, a media, sports and entertainment marketing firm in New York City that he helped found. Horne said the agency will continue to function. Prior to his NHL tenure, Horne held marketing jobs at the NFL, the former Clarion Marketing and advertising agency DMB&B.

NASCAR signed a multiyear sponsorship deal with Eaton Electrical that will bring electric vehicle-charging stations to the sanctioning body’s offices in Daytona, Charlotte and Concord, N.C.

Eaton, an electrical product manufacturer, will be the official eV charging system of NASCAR Green.Under terms of the deal, it will install 20 electric vehicle-charging stations across the three offices. It will receive rights to promote its membership in the NASCAR Green program and be highlighted along with more than a dozen other NASCAR Green partners in a 30-second spot that runs every weekend during Sprint Cup races.

NASCAR Green Partners

Creative Recycling*
Eaton Electrical*
Green Plains Renewable Energy
Green Earth Technologies*
Growth Energy
Liberty Tire*

National Corn Growers Association
New Holland Agriculture*

*Exclusively sponsors of NASCAR Green.
Source: NASCAR

Financial terms of the deal weren’t available, but most NASCAR Green deals are valued in the mid-six figures.

“Motorsports has been an incubator of technology innovations in transportation,” said Johnny Miller, global client director of Eaton’s electrical business and a former NASCAR driver. “We believe that this collaboration and partnership that we put together with NASCAR will not only help Eaton but drive the adoption of the grid-connected vehicle.”

Eaton is a publicly traded company with a market cap of more than $29 billion. In addition to making vehicle-charging stations, it develops electrical products used in power transmission, hydraulics systems, aircraft, and truck and car powertrain systems.

NASCAR spoke with at least 10 electrical vehicle-charging manufacturers before striking a deal with Eaton, said Mike Lynch, NASCAR’s managing director of green innovation and strategic development. He said that NASCAR will use the charging stations to help promote the electrical vehicles its manufacturers — Ford, General Motors and Toyota — offer.

“All three of our manufacturing partners have significant commitments to the plug-in-vehicle space,” Lynch said. “This gives us an opportunity to add to the showcase of the [Chevrolet] Volt, the [Ford] Fiesta and the [Toyota] Rav 4 and Toyota Prius. These are growth segments for them.”

More than 10 NASCAR employees drive electrical vehicles to work, but Lynch said he hopes that number will rise as a result of the charging stations.

“Already we have new commitments as we get these in,” Lynch said.