Angry Race Fan

Vintage Izod (Photo Credit: SwanDiamondRose)

Indycar just announced their first title sponsor since 2002, and it is none other than…Izod.  Yep, the aged clothing brand of Phillips Van-Heusen more associated with golf than motorsports.  Most everyone in tune with the sport, figured this is where things were headed with the title sponsor announcement, but it is just such a letdown now that it is official.  Believe me I hope this column makes me look foolish one day and it is a successful partnership.  I love Indycars as much as I love being right, but this is just another example of horrible marketing by the Indianapolis based series.  It is going to flame out for both the sponsor and the series. 

I agree Izod is probably better than nothing, but is that what they were faced with, nothing?  Supposedly the series is excited that it isn’t an oil, tire, fuel, or automotive company because those companies would not expand the fan base.  Plans are for Izod to market the speed of the cars.  Good, they should, and they should market the interesting non-cookie cutter driver personalities as well.  I just don’t the see the marketing power.  Indycar isn’t strong enough to renew the Izod brand, and Izod brand isn’t strong to draw an audience to TV or track turnstiles.  They will just collaborate on some hip commercials that no one is going to see.  They will also crank out some clothing designs that are not as racing redneck chic as NASCAR, and that is a very good thing.  They were doing that already though. 

Fashion is too fickle to produce a title sponsor.  Especially considering the 10 million per year for five year figure that is being tossed around for the deal.  To quote Heidi Klum, errr…Heidi Samuel now, “in fashion, one day you’re in, and the other, YOU’RE OUT!”  Yeah, I log some Project Runway time, what of it?  I think the only fashion brand that is pop culture enough to pull this off would be Levi’s.  Otherwise, you maintain quiet steady sales with a respectable brand, or you go Bugle Boy, Jordache, and Z. Cavaricci.  It just isn’t a good fit.

Obviously I can preach from a blog, and the marketing folks certainly knocked on all the Pepsi, Coke, and McDonald’s of the world’s doors.  It is just sad that after they did all that, they still only came up with a marginal clothing brand.  Indycar needs to figure this out quick and get a decent marketing strategy.  They need accentuate the differences between their form of racing and NASCAR.  The personalities in the Indycar garage are far less corporate and far more entertaining than in NASCAR.  Remind people that Indycars are waaayyyy faster than those shoeboxes.  Let people know that there is a lot more technology in Indycar than NASCAR.  Fuel injection, carbon fiber, aluminum, computers, engine management systems, female drivers, even ethanol; these are selling points.  I can see getting away from automotive companies for sponsors, but it needs to be a pop culture or technology tie in.  It’s about the kids.  You need to hook the 16 to 30 year olds.  I would have personally been very happy with an Xbox 360 Indycar Series.

The only thing I know for certain is the locks in Indy better have been changed so Gene Simmons never gets in again, and they need to develop some homegrown driving talent.  Plus while we’re at it they need a new car a.s.a.p.  The current car is so dated and more engine manufacturers would help too.  All of that in the current economy is a pretty tall order, but that is what they are faced with.  One weekend in May doesn’t pay all the bills for the entire year anymore, and neither does a title sponsor.  Just hunch but I think we’ll be able to address that title sponsor issue in less than five years.