IndyCar to significantly increase marketing budget

Series execs seeking to respond to increasing competition from rival series.
  • F1's US expansion beginning to worry IndyCar
  • Docuseries set to air in lead up to Indy 500

IndyCar executives have confirmed that the series is planning to significantly increase its marketing budget for next year in response to rising levels of competition.

Speaking to Sports Business Journal (SBJ), Jonathan Gibson, executive vice president at Penske Corp, and Mark Miles, Penske Entertainment president and chief executive, confirmed that there will be a big focus on marketing next year.

Gibson said there will be a “significant investment in our marketing plans”, with the SBJ reporting that includes traditional media such as advertising campaigns, content partnerships, national PR and earned media effort. In addition, the series is said to be investing in an unscripted docuseries, a new app, as well as other digital efforts, a social media influencer programme and sustainability strategies.

Some of this new creative direction will be debuted during IndyCar's preseason testing event in February, while one aspect is already well underway with a docuseries slated to air in the buildup to next season's Indianapolis 500.

With Formula One increasing its push into the US, there have been murmurs of discontent in the IndyCar paddock that not enough is being done to drive the American open wheel series forward in the face of this competition. IndyCar has also come in for criticism for not doing enough to promote its drivers when they take part in other series, such as in Formula One practice sessions.

Miles told SBJ that he is “confident that [IndyCar drivers are] aligned and enthusiastic” about the future plans of the series following a meeting between influential drivers and series executives.

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