2018 series provides platform for brand innovation
Engineering and technology are at the forefront of INDYCAR, and several brands aligned themselves with the science behind the sport this season.
Salesforce insights at Indy 500
At the Indianapolis 500, Saleforce’s Einstein Analytics team hosted an interactive Analytics Pit Stop Experience to explore data and insights from past Indy 500 races from 2011 to 2017. To learn more, click here.
Verizon delivers exclusive experience
Guests who visited the exclusive Verizon Pit View received a first-hand look at how the Verizon technology enhances the viewing experience through the Verizon IndyCar app. Pit View included 11 televisions to view the race from multiple angles around the track, view timing and scoring feeds, telemetry, and track maps to make guests feel as if they are sitting on a pit box with the head engineer. Read the full story here
Verizon launches 5G network
As one of the leading global organizations undertaking the buildout of a national 5G infrastructure, Verizon was challenged to find unique ways to capitalize on a technology that doesn’t yet exist for the general public. Verizon sought to create media-worthy moments to attract attention to, and promote the launch of the 5G network. The Indianapolis Motor Speedway served as the perfect partner as Verizon already has permanent infrastructure in place. The 5G activations served as a platform to prove that Verizon and their partners are at the forefront of the next technological advancement for mankind. Verizon leads the industry in 5G deployments, spec publications and infrastructure builds that are already in place for consumer testing.
Arrow Club Five
To promote their Five Years Out campaign, Arrow Electronics, the global provider of products, services and solutions to industrial and commercial users of electronic components and enterprise solutions, expanded their hospitality program in INDYCAR this season with Club Five. Club Five aligns to Arrow’s forward-looking mission to operate in the world of Five Years Out—the tangible future of new technologies, new materials, new ideas and new electronics that will make people’s lives better, smarter and more inspired.
DXC expands footprint
DXC Technology, a global IT services leader, became the entitlement sponsor of the Verizon IndyCar Series race at Texas Motor Speedway in June and expanded its partnership with Team Penske. From helping the team use data and analytics for visualizing driving conditions to supporting application development, DXC provides a wide variety of innovative technology solutions to Team Penske. In one case, Team Penske engineers wanted to spend less time on management and more time engineering faster race cars. DXC helped customize Team Penske’s product life-cycle management (PLM) software, allowing the engineers to use their time more efficiently and productively.
Google drops pin on INDY 500
INDYCAR collaborated with Google to showcase the 102nd
Indianapolis 500 through Google Maps. Now when fans visit Indianapolis Motor Speedway on Google Maps and choose the street view, they can tour exclusive views of the Brickyard, including the Yard of Bricks, the Snake Pit and pit lane, during the most iconic day in sports—expanding the reach to the billions who use Google Maps throughout the year.
To download our motorsports white paper, On the Right Track: Why Marketing through Motorsports Drives Brands Forward, click here.
Brands that entered or expanded in INDYCAR in 2018:
Allegiant International, American Dairy Association of Indiana, AMR, Arrow, Autonation, Belle Capital, Big Machine Vodka, Butterball, Caesar’s Entertainment, Cly-Del, Colorado State One Cure, Crown, DC Solar, DXC, Einstein Analytics, Fleet Cost & Care - FCC, Geico, Gorilla Automotive Products, Group One Thousand One, Harding Group, Hookit, Indiana Donor Network, Kerauno, Lilly Diabetes, Molex, Paysafe, Petro-Canada Lubricants, PNC Bank, Red Gold Ketchup, Ruoff Mortgage, Salesforce, SealMaster, Sharp Intellos, Sirius XM, Spectrum, Sport Clips, TAG Heuer, Total USA, U.S. Concrete, Valvoline
INDYCAR continues to surge
Progress needs time to build momentum. For five years, INDYCAR’s trajectory has risen, and it has built an exciting platform for brands to engage passionate fans. As several new competitors and new races at Circuit of the Americas and WeatherTech Raceway Laguna Seca have been announced for the 2019 season, INDYCAR has established itself as a world class property for brands to explore and invest. To read more about CSM's appointment as INDYCAR's exclusive sports marketing and partnership agency, click here.
To read part I of our 2018 INDYCAR season review, where we look at the brands who had a strong presence during this year's Championship, click here.