The chief marketing officer of Hulman Motorsports says a multi-year partnership with USA TODAY Sports Media Group is following a “growing trend” throughout public relations and sports marketing. C.J. O'Donnell says the deal involves “near-guaranteed” print and digital coverage of the Indianapolis 500, INDYCAR races and drivers. He says the collaboration unofficially began last year and has already shown the potential to reach nearly 300,000 self-identified INDYCAR fans per day. February 26, 2015
INDIANAPOLIS, Ind. – INDYCAR and the USA TODAY Sports Media Group announced today that they have entered into a multi-year official marketing relationship that will make USA TODAY Sports and its affiliated properties a preferred marketing partner of INDYCAR in the U.S.
As part of the agreement, INDYCAR and its official sponsors will have the ability to work closely with the Sports Media Group on targeted and effective advertising opportunities as well as develop INDYCAR-themed special sections over the course of each year of the agreement.
“INDYCAR is one of the premier sports properties in the world and we're thrilled to be able to partner with them,” said Dave Morgan, President, USA TODAY Sports Media Group. “We're looking forward to collaborating on ways to maximize our unique cross-platform capabilities in order to create the greatest impact and value for INDYCAR and their partners.”
“USA TODAY reaches millions of potential fans every day and this partnership is a big step forward in our efforts to grow the Verizon IndyCar Series,” said CJ O'Donnell, Hulman Motorsports CMO. “This partnership will ensure we leverage USA TODAY's digital and print platforms to showcase our drivers, and the excitement of our sport, to an expansive audience.”
As part of the partnership, USA TODAY Sports will also expand its digital coverage of the sport on USATODAY.com and will have a greater collaborative editorial effort with The Indianapolis Star, a Gannett company.
About the USA TODAY Sports Media Group
The USA TODAY Sports Media Group encompasses all sports initiatives across USA TODAY Sports and Gannett's more than 120 well-known local media brands. It also includes the sports photography wire service USA TODAY Sports Images; leading high school sports destination USA TODAY High School Sports; the social news hub For The Win, and the hundreds of sites within USA TODAY Sports Digital Properties such as TheBigLead.com and mixed martial arts site MMAJunkie.com, among others. USA TODAY is owned by Gannett Co., Inc. (NYSE: GCI).
INDYCAR is the governing body of the Verizon IndyCar Series, the premier open-wheel racing series in North America, and the Mazda Road to Indy development ladder, which includes: Indy Lights; the Pro Mazda Championship; and the Cooper Tires USF2000 Championship. INDYCAR events are available to a worldwide audience through a variety of multimedia platforms, highlighted by long-term and broad-reaching partnerships with ABC and the NBCSN. INDYCAR is continually at the forefront of motorsports innovation with drivers, teams and tracks benefiting from safety and technological improvements such as the SAFER Barrier, SWEMS wheel tethers, chassis enhancements, high-definition in-car cameras and E85 fuel.