what is the indy racing league
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WHAT IS THE INDY RACING LEAGUE
Sanctioning body of the IndyCar Series & Indy Pro Series
Premier form of motorsports entertainment
Unique cross section of drivers, tracks and venues
Built upon the core values and principles of the Indianapolis 500
Home to the Indianapolis 500 Largest spectacle in racing
Innovators in technology, safety and entertainment
2
INDY RACING LEAGUE TRADITION
National sports property deeply entrenched in American sports history
Rich heritage and tradition95 years and counting
Pure, authentic, accessible open wheel racing
3
INDY PRO SERIES INTRODUCTION
Developmental racing series sanctioned by the Indy Racing League
Founded in 2002 as way to introduce new talent to IndyCar Series
Offers teams opportunity to work their way up to IndyCar Series
Ability to develop driver, team and mechanic skills at a diverse set of tracks
Centerpiece of schedule is Freedom 100, contested at Indianapolis Motor Speedway
on Friday prior to the Indianapolis 500
Races nationally television on ESPN 2
4
INDY PRO SERIES OBJECTIVES
Provide young open-wheel driversand teams with established career
path to the IndyCar Series and Indianapolis 500
Prepare up-and-coming talent for the challenges, technology and
competition of IndyCar Series Racing
Launch driver careers andsponsorship programs more
Economically
Establish entryway into IndyCarSeries ownership
Minimize cost of racing
5
INDY PRO SERIES GOALS
Promote more drivers to IndyCar Series and Indianapolis 500
Increase car count and IndyCar Series team participation
Enhance sponsor and stakeholder value
Continue to control team/driver expenses
Raise the profile of the Indy Pro Series within the racing community
Promote our record of safety and performance
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EDDIE CHEEVER
"A VERY IMPORTANT PART OF OUR BUSINESS"
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INDY PRO SERIES FAST FACTS
Future stars of the IndyCar Series
$4 million in annual prize money
Photo finishes with side by side racing at 200MPH+
Affordable racing formula
Top competition
Racing on oval, street and road courses
Racing on environmentally friendly unleaded fuel
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INDY PRO SERIES BRAND
SpeedPrecision
BoldInnovative
CompetitiveAccessibility
Non-stop ActionWheel-to-Wheel
FUNCTIONAL EQUITIES
Aggressive AmbitiousAuthenticAll Access
Competitive SpiritLeading Edge
FairDiverse
EMOTIONAL EQUITIES
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FRONT LINE FOR DEVELOPMENT
Indy Pro Series is the frontline ofdevelopment for the future of the IndyCar
Series
DriversNext generation of IndyCar Series and Indianapolis
500 champions refine their skills and hone their talents in Indy Pro Series
TeamsMotorsports investors and entrepreneurs compete
in Indy Pro Series and represent future stakeholders of the IndyCar Series
SponsorsTomorrow’s motorsports marketing giants utilize
Indy Pro Series to test sponsorship design and activation, manage motorsport assets and
establish B2B relationships
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INDY PRO SERIES COST CONTROL
Cost of Operations Reduction Plan (CORP) provides teams with long-term reduction in
operating costs
Participant creditRewards teams for consistent participation
Midwest race concentrationDecreases mileage between events
DoubleheadersLowers operational cost-per-mile
Additional road/street eventsReduces the risk of crash damage
Engine lease/rebuild programMost cost-effective engine program in all of open
wheel racing
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INDY PRO SERIES ASSETS & DELIVERABLES
Team sponsors in Indy Pro Seriesreceive ideal combination of tangible
value and ROI benefits:
Brand AlignmentYoung, entrepreneurial culture perfect foremerging brands in technology, consumer
electronics, financial services and travel
Indianapolis Motor SpeedwayFreedom 100 at historic facility with
unparalleled access to Indianapolis 500
Quality Consumer ImpressionsQuality, one-on-one relationships with auto
racing’s most devoted fan base
Value and AffordabilitySponsorship and corporate hospitality programs
offer significant benefit for a fraction ofcost of other sport properties
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OPPORTUNITIES
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BRAND EXPOSURETeam sponsor brands are seen by millions of loyal consumers each week, on everything from pit boxes and team uniforms to the cars and trucks themselves. Wherever Indy Pro Series is seen, sponsor brands gain cost-effective exposure as active participants in the action.
BRAND EXPOSURE
ADVERTISING & PROMOS
PAINT SCHEMES
SHOW CARS
LICENSING
LOCAL IN-MARKET
DRIVER APPEARANCES
DRIVER ENDORSEMENTS
OPPORTUNITIES
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BRAND EXPOSURE
ADVERTISING & PROMOS
PAINT SCHEMES
SHOW CARS
LICENSING
LOCAL IN-MARKET
DRIVER APPEARANCES
DRIVER ENDORSEMENTS
Many team sponsors incorporate their sponsorships into their general marketing programs. Promotions, sweepstakes and targeted communications all allow team sponsors to attract Indy Pro Series fans (and non-fans alike) in exciting new ways.
ADVERTISING AND PROMOTIONS
OPPORTUNITIES
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BRAND EXPOSURE
ADVERTISING & PROMOS
PAINT SCHEMES
SHOW CARS
LICENSING
LOCAL IN-MARKET
DRIVER APPEARANCES
DRIVER ENDORSEMENTS
PAINT SCHEMESMany primary team sponsors leverage their promotions, sweepstakes, line extensions and other marketing campaigns through the use of alternate paint schemes.
OPPORTUNITIES
16
BRAND EXPOSURE
ADVERTISING & PROMOS
PAINT SCHEMES
SHOW CARS
LICENSING
LOCAL IN-MARKET
DRIVER APPEARANCES
DRIVER ENDORSEMENTS
SHOW CARSBringing cars to retail locations, charity events and other points of consumer contact give team sponsors a way to connect with consumers by creating a “special occasion” for fans to take notice of team sponsorships.
OPPORTUNITIES
17
BRAND EXPOSURE
ADVERTISING & PROMOS
PAINT SCHEMES
SHOW CARS
LICENSING
LOCAL IN-MARKET
DRIVER APPEARANCES
DRIVER ENDORSEMENTS
DRIVER ENDORSEMENTSConsumers recognize Indy Pro Series drivers and equate them to their sponsor brands, making them some of the most effective endorsers in marketing. Stars like Danica Patrick and Helio Castroneves have already delivered massive value in exposure and sales for their sponsors; and rising stars like Marco Andretti, Alex Lloyd and Hideki Mutoh are building powerful consumer relationships with every passing week.
OPPORTUNITIES
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BRAND EXPOSURE
ADVERTISING & PROMOS
PAINT SCHEMES
SHOW CARS
LICENSING
LOCAL IN-MARKET
DRIVER APPEARANCES
DRIVER ENDORSEMENTS
DRIVER APPERANCESDrivers are powerful spokespeople for Indy Pro Series team sponsors, providing an accessible personality to share brand messages. Everywhere they go, drivers serve as ambassadors for team sponsor brands as they interact with consumers.
OPPORTUNITIES
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BRAND EXPOSURE
ADVERTISING & PROMOS
PAINT SCHEMES
SHOW CARS
LICENSING
LOCAL IN-MARKET
DRIVER APPEARANCES
DRIVER ENDORSEMENTS
LOCAL IN-MARKET ACTIVATIONWhen Indy Pro Series events come to each market, they create added opportunities for team sponsors to interact with consumers and leverage the excitement of the event.
OPPORTUNITIES
20
BRAND EXPOSURE
ADVERTISING & PROMOS
PAINT SCHEMES
SHOW CARS
LICENSING
LOCAL IN-MARKET
DRIVER APPEARANCES
DRIVER ENDORSEMENTS
LICENSINGIndy Pro Series licensed products are a powerful way to reach consumers, giving them additional chances to show their loyalty and interact with team sponsor brands.
PRIMARY SPONSOR
ASSOCIATE SPONSOR
Multiple placements are available on the driver’s uniform. From full, primary sponsorship to associate placements, each team can assist in finding the opportunity that helps to maximize sponsorship investment and meet marketing goals.
DRIVER POSITIONS
DRIVER POSITIONS
CAR POSITIONS
PRIMARY SPONSOR
CAR POSITIONS
NOSE WING
REAR WING
ENGINE COVER
ASSOCIATE SPONSOR
MICHAEL ANDRETTI
"GREAT FOR TRAINING NEW DRIVERS AND GREAT FOR TRAINING NEW CREWS THAT MAY END UP
MAKING THE STEP UP IN THE NEXT FEW YEARS."
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INDY RACING LEAGUE FAN BASE
37 million IndyCar Series fans worldwide
1 in 5 U.S. adults are IndyCar Series fans
Desirable and diverse audience
Well-educated adults with greater discretionary income
Heavy consumers of TV, print, and radio media
More brand loyal than average consumer
Early adopters of innovation and technology
INDY PRO SERIES DEMOGRAPHICS
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INDY PRO SERIES 2008 MEDIA PLAN
All Indy Pro Series eventsbroadcast on ESPN2 in HD
Ratings competitive with otherniche sport properties
Affordable in-car camera, productintegration and ad buy programs
Within next year, dedicated, loyal viewers will:
Quality audience is also:
• Make more than 2.4 million travel reservations• Manage more than 1.2 million personal finance and investment accounts• Purchase more than 1.3 consumer• electronic products
• Four-times as likely to install a home security system• 92% more likely to stay at an upscale hotel or resort• Twice as likely to employ a financial planner or adviser
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INDY PRO SERIES BROADCAST PACKAGE
2008 INDY PRO SERIES SCHEDULE
March 29Homestead-Miami Speedway
April 5-6Streets of St. Petersburg
April 27Kansas Speedway
May 23Indianapolis Motor Speedway
June 1The Milwaukee Mile
June 21Iowa Speedway
July 25*Watkins Glen International
July 21Nashville Superspeedway
July 19-20Mid-Ohio Sports Car Course
August 9Kentucky Speedway
August 23-24Infineon Raceway
September 7Chicagoland Speedway
28Same-Day Doubleheader*
DRIVERS MOVING AHEAD
MARCO ANDRETTI29
Over past five years, 14 drivers have graduated from Indy Pro Series to IndyCar Series,
Indianapolis 500 and IndyCar Series Team Testing Program, some include:
STAKEHOLDER TESTIMONIALS
“Our continuing involvement with the Indy Pro Series produces a variety of benefits for our company. While the on-track competition allows us to explore new technologies, we also collect an excellent return on investment. We believe racing in the Indy Pro Series has been a key element in a comprehensive marketing program through which Firestone has seen a steady increase in sales.”
“I’m a strong supporter of the Indy Pro Series, and believe it’s the best opportunity for young drivers and teams to enter professional open-wheel racing in America. The unique engine and chassis formula offers a level of competition where young men and women can truly develop their skills and become future racers, not just drivers.”
Rick Mears Four-Time Indy 500 Champion,
Driver Coach and Consultant
Al SpeyerExecutive Director, Firestone Racing
“I’ve participated in motorsports for more than 40 years and have raced in the Indy Pro Series since its inception in 2002. The Indy Pro Series was established on a level playing field so that every team in the paddock has access to the same engines and equipment. Furthermore, the mix of ovals and road courses provides a platform for drivers and teams to develop their skills and ultimately advance to the IndyCar Series.”
“Team ownership in the Indy Pro Series has been one of the most personally rewarding accomplishments of my career. As a former driver, I enjoy the opportunity to work with young drivers as they transition from other support series. From a business perspective, it delivers a high level of competition at a very low cost-per-mile. Most importantly, our sponsors and business partners appreciate the value of running in conjunction with the IndyCar Series and the Indianapolis 500.”
Sam SchmidtIPS Championship Winning Owner,
Sam Schmidt Motorsports
Brian StewartIPS Championship Winning Owner,
Brian Stewart Racing
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