Indycar wises up with Hookit deal

Firm to provide sponsorship analytics and valuation for open-wheel racing series.

Indycar wises up with Hookit deal

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Hookit has announced a partnership with Indycar, the organiser of the premier open-wheel racing series in North America.

The sports sponsorship analytics and valuation platform will serve as the official data supplier of Indycar and Indianapolis Motor Speedway (IMS), a racing circuit that stages a Verizon Indycar Series race as well as a leg of the Monster Energy Nascar Cup Series.

Hookit will provide insights and evaluation for Indycar on the performance of its events and promotional campaigns for its sponsors.

“At Indycar we are always looking for innovative new ways to succeed, both on the track and off,” said CJ O’Donnell, chief marketing officer for Indycar and IMS. “By partnering with Hookit, we are taking our sponsorships to a new level in terms of the value we will be able to create and prove as well as the effectiveness of our campaigns.”

Kimberly Cook, chief revenue officer at Hookit, added: “Sponsors are at the core of racing, so helping Indycar prove the great value it brings along with its fans and teams to its partners is key to continued growth in the sport.”

The Indy 500, part of the Verizon IndyCar Series, is set to take place at IMS in Indiana on 27th May.