Firm to determine if IndyCar, Speedway sponsors getting money’s worth

The IndyCar Series and Indianapolis Motor Speedway are eager to prove their value to sponsors and potential sponsors.

This week, IMS and IndyCar parent Hulman & Co. hired Repucom, a well-known firm that specializes in sponsorship exposure valuation. Repucom, a global firm with more than a dozen offices, has outposts in Connecticut, North Carolina and California.

The deal encompasses media analysis of all IndyCar Series events, all events at the Speedway and the tracking of the IndyCar brand worldwide.

The deal means Hulman & Co. CEO Mark Miles thinks his company has a good story to tell, and is now looking for statistical firepower to back it up. And if the story isn't as good as Miles is hoping for, he and his staff at least have data to improve the situation.

“Repucom will help Hulman & Co. maximize sponsorship assets and support the group as it connects commercial partners with loyal motorsports fans," said Peter Laatz, Repucom executive vice president.

“We look forward to working with Repucom to share our story about what IndyCar has to offer and to provide our partners with a reliable, independent analysis of the return on their investment in the sport," said Rod Davis, Hulman & Co. chief revenue officer.

Repucom’s clients include the NFL, NBA, NHL, Major League Baseball and Major League Soccer in addition to working within numerous racing series including Formula One, NASCAR, MotoGP, V8 Supercars, Global Rally Cross, World Rally Cross, Monster Energy Supercross, Amsoil Arenacross and MonsterJam.

“This is a good, smart move as Repucom is the leader in sponsorship exposure valuation,” said Zak Brown, founder of Zionsville-based Just Marketing International, one of the world’s biggest motorsports marketing firms. “I see this move as IndyCar providing a service and data to demonstrate sponsor exposure and value.”

The IndyCar Series' television ratings and live attendance have crept upwards in recent years. But most IndyCar races are still below the 1.0 Nielsen rating [1 million viewers nationwide] that many sponsors demand.