SIMONA DE SILVESTRO
Verizon IndyCar Series
Dallara-Honda IR- 12
Born: Switzerland, 11/1/88
Four Indianapolis 500 starts
Best finish: 14th in 2010 (Rookie of the Year)
One of the anchors of Andretti’s
business is the one least visible to
fans: Andretti Sports Marketing. Like
everything else in the organization, it
serves diverse purposes.
For starters, it offers activation
programs for its sponsor partners,
which makes for a coherent platform to
build long-term, effective relationships.
But the more visible side is event
promotion. It dates back to the Andretti
Green Racing days, when the team
promoted the St. Petersburg street race.
Since Michael Andretti took full control
of the team, this side has returned to
Bringing Global Rallycross to the nation’s
capital in 2014 (ABOVE) saw capacity
crowds at RFK Stadium’s temporary track.
Andretti-promoted Milwaukee IndyFest
maintains the Verizon IndyCar Series’
presence at America’s oldest speedway.
prominence. Currently, ASM is promoter
for the IndyCar Series races at Milwaukee
and NOLA, as well as the Washington DC
GRC round and Miami e-Prix.
“We’ve really been able to shine,
because we have people with such great
experience in doing events,” says
Andretti. “We’re closing in on a couple of
new events that could be really exciting.
And it’s Andretti Sports Marketing,
not Andretti Auto Sports Marketing,
so we’re also doing some volleyball,
and we’re working in cycling with
Volkswagen. It’s become an important
and growing element of our business.”
grows in popularity,
with Tanner Foust
(ABOVE) among the
star names. (FAR
LEFT) Foust’s 2015
Beetle GRC. (LEFT)
Indy Lights driver
that I demand if you’re going to be here.”
Andretti admits that the organization’s
rate of expansion requires careful planning
and execution to prevent any dilution of its
core values, but argues that the benefits far
outweigh the potential pitfalls. The trick,
he says, is to do it properly from the off.
“I don’t look at expansion as diluting,”
he says. “I look at it as strengthening.
But you have to do it in the right way.
You can’t do it half-assed.
“Number one, you have to have good
people, and the right people in the right
positions. That’s key. And you’ve got to let
them go and do their job and not
micromanage it. But it’s a tricky thing,
because you may have someone who is
really well qualified, but their personality
just won’t fit with whatever team they’re
in. So when you’re picking somebody
you’ve got to look at the all-’round
person – their qualities, not just their
qualifications. And sometimes you get it
right, and sometimes you don’t.”
PROMOTION IN MOTION
ANDRETTI SPORTS MARKETING