30 FALL 2014
verizon indycAr series
verizon doesn’t just sponsor the indycar
series; the telecommunications giant
leverages its existing and developing
technologies to enhance the race
experience for fans and competitors.
here was a time, back when record
companies actually sold records and
unleaded fuel was considered newfangled
hippie juice, that motorsports sponsorships
were fairly straightforward. A company
wrote a check, put a big logo somewhere
on the car, and then its execs hung out
in hospitality all weekend.
To some extent, that can still happen.
But the most effective commercial
relationships have evolved well beyond
the traditional sponsor/client model into
genuine technical partnerships that
deliver benefits on both sides. Case in
point: Verizon and the IndyCar Series.
A long-time partner to Team Penske,
Verizon’s IndyCar presence ramped up
dramatically in 2014 when it became
the series’ title sponsor. And the
telecommunications giant has wasted
little time in leveraging its technology to
help reimagine the entire race weekend
experience for fans and insiders alike.
The most widespread deployment of
Verizon’s know-how up to this point has
been through its app: a standard version
available on all carriers, and a tricked-up
variant exclusive to Verizon Apple and
Android customers. The elements that
they have in common is their potential to
enhance every aspect of a visit to an
IndyCar event, from ticket-scanning upon
arrival at the circuit, to following what’s
happening during the race.
“It’s a holistic approach to bringing the
entire fan experience up to the next
level,” says Verizon’s David Samberg.
One of the keys to this is the Concierge
(RIGHT) The Verizon Technology Pit
was upgraded in 2014 to give VIP fans
insider, high-tech access with exclusive
camera views; one of Verizon’s IndyCar
missions is to constantly enhance and
evolve the at-track fan experience; neat
touches like cell phone charging stations
all help to elevate the Verizon/IndyCar
relationship beyond just sponsor/series.
Verizon is a high-profile presence via track
signage and its sponsorship of Team
Penske (BELOW), but it goes a lot deeper.