Sunday, November 14, 2010

The Chip Stack: Short Stacked with about 20 Blinds Remaining

Editor's Note: This Post came out PRE - Lotus Engine Announcement. With the engine involvement AND the aero kit+color scheme This relationship moves up to the Blue Chip Level.

In honor of the “impending” 2011 season finale at Las Vegas, I thought I would take stock of the current Sponsorship, Marketing and Media relationships the Izod IndyCar series currently has, WSOP style. Hence the Chip Count. Blue Chips are worth 10, Red Chips are worth 5 and white chips won’t be counted because they tend to follow the bigger chips around. For the series to grow, this stack needs to grow. Generally chips are earned for series wide sponsors or primary car sponsorships, but if the sponsor is too obscure, chips aren’t earned. Let’s get on with the inventory…

Blue Chips (10 Points each)

Izod – A Title sponsor is worth 5 points simply for having their name on the product, Blue chip status comes with the activation, celebrity networking, buzz build and positioning equity they lend the league.

Honda – No Brainer Here…

Chevrolet – May need to break out with Purple chips if Chevy is competitive right out of the box in 2012

Verizon – This spot may be a bit premature pending the long overdue Angstadt press conference, but that ad with Power and Alagier was placed outside IICS broadcasts and that has to mean something.

Target – Solid…While probably not what is could be, activation within Stores is not nascar biased and that is unusual.

50 Points From Blue Chips

Red Chips (5 Points Each)

Dollar General – Activation has been nice, the car stands out and gets IndyCar into smaller communities across a wide geographic region.

Lotus – Nice for old school fans, and will give the series a sexy exotic feel once casual fans realize it is a sportscar and not a yoga position.

Firestone – Every race series has a tire sponsor and not worth 5 chips without the heavy in broadcast ad placement and involvement in race sponsorship and further down the development ladder

National Guard – One of the Big 4 armed forces would be a blue chip, but Panther and Dan Wheldon have done well with this relationship, finding an American driver (Read: JR Hildebrand) to take it to the next level is the next logical step.

Apex Brasil – That’s a lot of Money Wilbur…

Go Daddy – Danica and her Go Daddy hook up is a relationship known well beyond the IndyCar faithful. Now does anybody actually remember Danica is “IndyCar’s Own”?

BSA – Great relationship to expose imaginations at just the right age…

NTB – Core Industry sponsors are always good.

Versus – Say what people will, Versus is in as many Households as Speed and on the three systems I have had, they have always been the channel NEXT TO Speed. Good broadcasts and an audience for the rest of its programming that is off the beaten path for auto racing. And Pending Final Merger details…

BAND TV – The BIG secret of the IndyCar series…nascar sized ratings in one of the world’s top 10 and fastest growing economies…Soon friends, we will see stickers like “Ipiranga” on the side of IndyCars for no other purpose than for this audience to see them whiz by…

50 Chips from Red Chips

Close but no cigar – ie White chips…

Venom – Venom is owned by Dr Pepper, if only the parent company was on the side of that car every race….

7/11 – Easy Come, Easy Go….There's a lesson to be learned here...

Mazda – Sponsoring the entire formula root of the feeder series and an engine sponsorship for Lights would move Zoom Zoom up the list.

Peak – Torn, lots of in broadcast ads and I saw a cutout at AutoZone once but…

Z-Line – Solid Backing for Justin is appreciated, but this brand is just a little too obscure

Sunoco – Every race series has an official Fuel, tell me something I don’t already know.

ABC – An effort comparable to a late night air buy is a big demerit from what should be a blue chip relationship.

Total Chip Count = 101 (100 from symbolic chips and 1 actual Chip)

This is down from the day reunification was announced but Up from where we were at the end of last season. Back at reunification, the partner points were way down compared to where they are now, but the stickers on the sides of the cars were better. The off season is not over and we will revisit the topic. As for a goal???? Needs to be 150 by the start of the season. Keep at it Randy et al…

1 comment:

  1. Band TV is a good partner, but it's worth point out that a decent amount of schedule (pretty much every post Indy Sunday afternoon race that is not at West Coast) gets bumped to their cable sports channel BandSports. That said they usually do show a half hour special on the races that they don't show live and have extensive coverage on their news shows (and I guess any company would be happy knowing that their sticker will get shown on monday night primetime news).


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