Phillips-Van Heusen Corporation announced a multi-year agreement in principle with the Indy Racing League (IRL), the sanctioning body for the IndyCar Series, for its IZOD brand to become the title sponsor of the newly renamed IZOD IndyCar Series.
The IZOD IndyCar Series, which will mark the League’s first title sponsorship since 2001, introduced its new logo and key partnership details recently, with additional activation, promotional plans and marketing initiatives to be revealed in the coming months, prior to the 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. Key elements of the agreement are expected to include:
•Multi-year, multi-million dollar activation plans and brand-building efforts around the IZOD IndyCar Series intended to broaden the promotion of the sport both off the track and beyond its traditional audience. These include:
◦Increased and enhanced national media initiatives with IRL’s two television partners – ESPN on ABC and VERSUS
◦Access to drivers and 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.
•Multi-year, multi-million dollar commitment to participate in the IZOD IndyCar Series Team Enhancement/Allocation Matrix (TEAM) fund. Introduced in 2008, TEAM provides a guaranteed financial foundation for all teams committed to running the entire IZOD IndyCar Series schedule
•Shared Web initiatives and online promotions
•Rights to use one of the most dynamic marketing events in all of sports – two parade laps in the IZOD IndyCar Series two-seater at the start of the Indianapolis 500 and other selected races –providing a one-of-a-kind experience to an IZOD-selected VIP or fan sweepstakes winner
Throughout the 2009 IndyCar Series season, and to coincide with the series race schedule, in-store events took place at select Macy’s stores around the country to further support the launch of the IZOD/INDY sportswear line. The events displayed vintage driver suits, archival photography and one-of-a-kind cars on loan from the Indianapolis Motor Speedway Hall of Fame Museum and were highlighted by both legendary and current driver appearances.
In one such event, at the Macy’s Herald Square flagship store in New York, the entire field of 33 starting drivers of the 2009 Indianapolis 500 posed for a photograph on a closed Broadway in front of display windows showcasing winning cars from nearly every decade of Indy racing.
Promotional activities for the IZOD/INDY sportswear collection included a text messaging and Web-based national sweepstakes hosted at macys.com/izod. The grand prize was an all-inclusive package for four to the 2009 Indianapolis 500.