Race to the Party Indeed

Since IZOD became the title sponsor of the IndyCar Series on Nov. 6, 2009 (henceforth, we should refer to the years in the IndyCar world as P.I. or A.I.), they've stepped up the marketing of the series and drivers in ways an IndyCar fan could only dream of during the barren years of little to no title sponsorship.

(Don't believe me?  Just take a look at the Silent Pagoda's comparison of IZOD's work this weekend to that of Northern Lights and PepBoys.  It's good stuff over there.)

While IZOD has put on events for the series everywhere it has gone, the marketing geniuses there put the series on display all weekend in Los Angeles and Long Beach, shutting down Hollywood Boulevard for the majority of Thursday and getting late-night attention via Jimmy Kimmel.

Getting an actual celebrity to be the starter in Mark Wahlberg and somehow convincing P. Diddy to ride in the two-seater is just one example of IZOD's pull.  And to be honest, it sure beats having soap opera stars getting red carpet treatment (let's hope that ends at the 94th running of the Indianapolis 500).

Then to top it off, a packed house in Long Beach sees one of their own (kind of) in Ryan Hunter-Reay win the Toyota Grand Prix of Long Beach.  In dominating fashion.  With an IZOD livery.

Honestly, the IZOD IndyCar Series cannot ask for a better buildup and groundswell of excitement than what they've had through the first month of the season.  The racing has been exciting (for the most part).  Judging from the TV, crowds have been up and energetic.  Multiple teams have made runs at wins (though Penske has three of the four).  And an American driver won a race.

About the only thing that would create a bigger stir heading into Indianapolis would be for a certain driver with the initials DP to win at Kansas in two weeks.  Whether or not she'll be competitive on the ovals remains to be seen.

But I do know one thing - with Kansas Speedway sitting 30 miles from Kansas City, Mo., the potential for a party in the Power and Light district is high.  And with IZOD marketing the series so well right now, I would fully expect them to have a presence in the City of Fountains, which is exactly what fans are beginning to expect in every stop the IZOD IndyCar Series makes.

No longer is the IndyCar Series just another race, with drivers topping 200 mph (which they don't do anywhere in that other series except for two tracks - stop the lies, people!).  With IZOD on board, the IZOD IndyCar Series is making itself known for big events, big parties and exciting racing.  And that's a clear-cut recipe for success, now and in the long term.

It's Happening

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.

Ask & You Shall Receive: Ryan Hunter-Reay signs with Andretti Autosport

Over at 16th and Georgetown.com, they are confirming that Ryan Hunter-Reay has signed to drive the #37 IZOD car for Andretti Autosport.  It will start as a program for the Indianapolis 500 and go from there, according to reports.

Good for Hunter-Reay, who uttered the quote of 2009 (see our last post), and good for the Izod IndyCar Series, which finally managed to put Izod's poster child into the car featured in last year's Izod IndyCar commercial.  Helps with visibility for all parties. 

A Shot Across the Bow

There is no peace. The war is actually begun! The next gale that sweeps from the north will bring to our ears the clash of resounding arms!

Who knew that sections of Patrick Henry's speech to the Virginia House of Burgesses would apply 235-or so years later?  With ESPN and NASCAR continuing to float the rumors that Danica Patrick will sign a deal to drive the soulless Minor League cars and trucks of NASCAR, it's a pretty obvious attempt to steal some of the thunder away from the IndyCar Series' announcement about signing a title sponsor.

Now, I'm not going to spend any time wringing my hands over who is leaking the information, when it's being leaked at specific times (it does seem similar to the Chinese Water Torture-level of baseball and steroid-related leaks, though) and the reasons why.  Por que, you ask?  Because, for IndyCar fans, today is a day to celebrate, just as another major press conference back in February of 2008 was a cause to toast IndyCar racing.

Today, watch it here, and know that the IndyCar Series is taking another step back into the public conscience with their partnership with Izod.  The die has been cast, the Rubicon crossed - the IndyCar Series is not going to fade away, the Indianapolis Motor Speedway will not be sold.  And NASCAR's place as America's most popular form of auto racing is hereby under assault.

The war may not be won in a day, a month or a year.  But slowly, with a unified series and strong sponsorships (like Izod), the IndyCar Series will be back.  And hopefully, we will look back on this day as one of the major steppingstones in the process.