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Don’t think I’d turn to INDYCAR to build a brand.
Have you seen their track record of building their own brand?
I absolutely love this story. If I had the resources, I’d do the same.
So Gelov can afford to have his fence painted…
What a dumb strategy
If you’re trying to entertain potential clients, it’s hard to beat the access you get in auto racing. Name another sport where you can be on the playing field 10 minutes before play starts.
Also, you have access to a bunch of executives at other companies and can make connections. Say that Java House lands a deal to be in all 2200 Firestone locations. Might pay for the entire IndyCar deal.
Roger Penske, Chip Ganassi, Zak Brown and Dan Towriss must all be dumb. The first three made their fortunes in motorsports and Towriss is a key player in the GM/Cadillac foray into F1. If you just look at the Indianapolis 500, a few million (in person and on television) might become aware of Java House for the first time.