IZOD Announces Sponsorship of IndyCar Series

By now, it's almost laughable to see every square inch of a NASCAR driver's racing uniform covered with sponsors' brand logos. But that's a testament to the popularity of the sport and the desire of marketers to be connected with it.

Indy drivers may soon be sporting IZOD apparel and nothing else, since the IndyCar Series has officially been renamed the IZOD IndyCar Series.

It has been eight years since the IndyCar Series took on a title sponsor, and it couldn't come at a better time. The once renowned Indianapolis 500 car race has lost traction against such competitors as NASCAR and the National Hot Rod Association.

NASCAR leads the nation in car racing popularity, but the organization has had its own branding issues. Cigarette brand Winston pulled out of its sponsorship after the 2003 season following a 31-year run. That opened up an opportunity for wireless provider Nextel to step in, and the "NASCAR Nextel Cup Series" was born. But Sprint's acquisition of Nextel created a dilemma -- so NASCAR started the 2008 season with a name change: the NASCAR Sprint Cup Series. Some racing enthusiasts grumbled that the new name confused the sport with "sprint car racing." Whatever.

The Indy Racing League is hoping IZOD will infuse new interest in, and hopefully drag in a new demographic audience for, the IndyCar Series. For IZOD, it's an opportunity to splash the brand name on "young, dynamic drivers representing over 14 countries," says Allen Sirkin, President and COO of IZOD parent Phillips-Van Heusen. For the Indy Racing League, it brings one of the strongest apparel brands, along with great retail presence, into the fold. Obviously the IZOD IndyCar Series is hoping to leave its competitors in the dust.