I was getting ready for work this morning when I heard it. On ESPN, no less.
It was one of those tangible moments when you realize that having a title sponsor who is willing to pour money into the promotion of the sport really helps. I knew this after watching the AFC and NFC Championship games, when both featured flashy ads for the Izod IndyCar Series.
And this morning, I was reminded as to why Izod is such a good partner for the IndyCar Series (along with the merchandising potential). A 1-minute (well, it seemed like a minute; it easily could have been 30 seconds) commercial for the Honda Grand Prix of St. Petersburg.
The ad contained the usual Izod flashiness, but also continued to assert a fact that I believe to be critical to the future success of the IndyCar Series: that IndyCar racing contains the fastest, most exciting racing on earth.
Yes, it is nice to have the race on ABC, where it no doubt will receive more publicity on ESPN than races on Versus.
But with Izod standing alongside it, the IndyCar Series is in a much better position to reach a wide-ranging audience, and continues to demonstrate that they want to work with and promote the Izod IndyCar Series.