Published: November 06, 2009 12:18 am         

Izod gives IndyCar first ‘legitimate’ title sponsor

INDIANAPOLIS — Izod and the IndyCar Series became synonymous Thursday at the Indianapolis Motor Speedway as officials made the announcement that the fashion company would be the series’ title sponsor for at least the next six years.

Models walked a runway, showing off Izod IndyCar Series apparel as a precursor to the unveiling of a red and black show car with the IZOD logo prominently displayed.

“It will prove powerful for everyone involved in the IndyCar series,” said Jeff Belskus, president of the Indianapolis Motor Speedway Corp. “They believe in this sport and realize its potential.”

The contract is for six years, beginning in 2010 with an option to renew following that. Terms of the contract were not disclosed.

Series president of competition and racing operations, Brian Barnhart expressed his confidence in the new partnership.

“I’m excited about Izod to be able to grow our series into the mainstream,” Barnhart said.

Barnhart added that the initiatives will help move the series off-track and into pop culture. Indy Racing League had two previous title sponsors, Pep Boys and online search engine Northern Lights, which ended in 2001.

“This is the first legitimate title sponsor we‘ve had,” Barnhart said.

“Being outside of the motor sports realm adds to it, and the length of term adds creditability,” Barnhart added.

Izod executive Mike Kelly said “we will provide the platform to draw customers from all over the world.”

Kelly emphasized that the history of IndyCar racing and Izod make a perfect fit.

“When we first came here, we were blown away by the rich history. We have the marketing strength to bring visibility to the series. Stars and cars. With the talent of these great athletes, we want to tell their stories,” Kelly said.

Izod is part of its parent company Phillips-Van Heusen and will undertake several initiatives to promote the series both off the track and beyond the traditional fan base. This includes increased and enhanced national promotions with the IRL’s television partners, ABC and VERSUS, and access to drivers and the 100 years of motorsports history and graphics and vintage cars from the Indianapolis Motor Speedway Hall of Fame Museum.

They will also be a part of the Team Enhancement/Allocation Matrix (TEAM) fund. TEAM provides a guaranteed financial foundation for all teams who commit to running the entire season schedule. In addition, the Izod IndyCar Series two-seater will drive two parade laps at selected races including the Indianapolis 500 with sweepstakes winner or Izod-chosen VIP.

In July 2008 at Watkins Glen, Izod began as the official apparel sponsor of the league, featuring driver Ryan Hunter-Reay in its advertisements. Hunter-Reay took the checkered flag at Watkins Glen that same weekend. Prior to the start of the 2009 season, Izod introduced and Izod/Indy vintage clothing line commemorating the IMS Centennial Era. The Izod brand dates back to the 1930s.

Hunter-Reay expressed his excitement that the company had made an important step.

“It’s been amazing. This is what we’ve been waiting for. This is like a fresh start for the IndyCar Series. This series will finally get the commercial recognition it deserves with a brand that has been established throughout the world for decades,” Hunter-Reay said.

Dale Coyne, owner of Dale Coyne Racing, said “obviously a company of this stature has seen the value in IndyCar racing and for them to step up and make all of the commitments entailed in a series title sponsor is a positive sign.”

Despite the recession, Kelly said that the company remains strong.

“We have not pulled back in our marketing spend. We’ve grown and been aggressive,” Kelly said.

Dan Wheldon, who returns to Panther Racing in 2010 was impressed with the news.

“We should all be very proud that during such a tough economic time that an iconic American brand has partnered with the IndyCar Series. It’s especially exciting for me, because I’m into the fashion aspect of life; so it’s a privilege to represent them,” Weldon said.

Andretti Green driver Tony Kanaan feels the affiliation will drive the series even further.

“We have very passionate fans, but we needed a partner that could bring new passionate fans into our sport. I think Izod is that partner,” Kanaan said.

On Thursday, Izod raised a huge banner in New York City’s Times Square announcing the partnership. During the 2009 season, drivers participated in several promotional events at Macy’s, Izod’s chosen partner, including a photo shoot of the 33 starting drivers for the Indianapolis 500 at Macy’s Herald Square.

Available in March, the “Winning Series” sportswear collection will debut. The line will pay homage to the 1911 Marmon Wasp along with the 1939-40 Maserati and the 1948 Novi.