Growing Sponsorship Landscape in IndyCar
A notable transformation is underway in the IndyCar Series, marked by a resurgence of high-profile sponsors. As the series gears up for the Indianapolis 500, teams are reviving partnerships with mainstream consumer brands, a shift that signals increasing commercial interest in IndyCar.
Meyer Shank Racing co-owner Mike Shank highlighted the competition with NASCAR, stating, “They’re just killing us with consumer brands all over their cars,” emphasizing the need for IndyCar to attract significant sponsors. The recent signing of Spectrum, the nation’s leading cable television provider, as a primary sponsor for Marcus Armstrong’s No. 66 Honda marks a pivotal moment for Shank’s team.
Similarly, Andretti Global is embracing this trend, securing Sanofi, the manufacturer of Allegra, to sponsor Marcus Ericsson’s No. 28 Honda. Siemens, a longstanding partner with the team since the late 1990s, is expanding its role on Kyle Kirkwood’s No. 27 Honda, showcasing a deepening relationship that diverges from traditional B2B contracts.
Conor Daly is similarly benefitting from this commercial revitalization, bringing am/pm, a major convenience store chain, as a primary sponsor on his No. 76 Juncos Hollinger Racing Chevy. Despite not qualifying for the 500, Jacob Abel also marked the return of Miller Brewing Company to the Speedway with his No. 51 Dale Coyne Racing Honda.
Historically, many big brands have departed from IndyCar sponsorships, often replaced by companies focusing on B2B arrangements that do not engage the general fanbase. However, the resurgence of national sponsorships indicates a renewed recognition of IndyCar’s market value.
Rob Edwards, COO of Andretti Global, expressed optimism regarding these developments, indicating that the team’s impending entry into Formula 1 has elevated IndyCar’s profile as a corporate investment opportunity. “A lot of these things are Indy-focused, but if the team and the event are right, you can grow off Indy. This is opening doors,” Edwards asserted.
For Daly, the partnership with am/pm emerged from a chance connection at the Long Beach Grand Prix, highlighting the grassroots potential of these relationships. “This is a big deal for me – this is not a small-number deal. And we’re looking towards the future as well, to grow it,” he stated.
This renewed engagement from major brands reflects a significant recalibration in the IndyCar sponsorship landscape, promising to bolster visibility and investment in the series moving forward.
