IZOD steps up to lead the charge

The key players from Phillips-Van Heusen Corporation and the IndyCar series participated in a showy unveiling to announce a multi-year, multi-million dollar deal which sees the IZOD brand become the title sponsor. Starting immediately, the series has now been officially re-branded as the IZOD IndyCar Series, marking the first time since 2001 that the series has had a title sponsor.

While Thursdays presentation mainly introduced the new logo and key partnership details, officials say that additional plans with regards to sponsorship activation, promotion and marketing initiatives are expected to be revealed in the coming months, leading up to start of the 2010 season.

Under the new arrangement, IZOD will also retain its designation as the official apparel partner of the Indy Racing League, which began in 2008.

“The combination of young, dynamic drivers representing over 14 countries, events in key domestic and global markets and its strong American racing heritage make the IndyCar Series a perfect fit for the sport-spirited IZOD brand lifestyle,” said Allen Sirkin, President and Chief Operating Officer of Phillips-Van Heusen. “Our involvement with the IRL began shortly after the unification of U.S. open-wheel racing and, despite the recession, we have seen growth and sense the potential for even greater opportunity as the sport is re-energized on the American sports landscape, as well as abroad. We’re excited at the opportunity to become the title sponsor of the IZOD IndyCar Series and look forward to taking our partnership with the fastest form of motorsport in the world, along with its 'cars and stars’, to a new level of marketing and activation both on and off the track.”

IZOD intends to broaden the promotion of the sport off the track, targeting the non-traditional audience. It was also revealed that they intend to make use of a number of the drivers in their campaigns. The company has also been given access to 100 years’ worth of motorsports assets and graphics from the Indianapolis Motor Speedway Hall of Fame Museum, including current and vintage cars, for both on- and off-track events, both in and out of race markets.

“Our relationship with the IZOD brand has been on the fast track since the day we began our partnership in 2008, and we are thrilled they have taken a bigger and more vital role in our sport,” said Terry Angstadt, president of the Commercial Division of the Indy Racing League. “Their strong marketing skills, national retail partnerships and ability to bring fresh eyes to the sport have already proven powerful in our short time together. We’re confident that we have found a partner with a strong brand, a bright future and a vision for growing the IZOD IndyCar Series that will benefit fans, drivers, teams, owners and tracks.”

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