Extension of IndyCar inks with main sponsor of the NTT series
INDIANAPOLIS (AP) – IndyCar on Thursday announced a contract extension with NTT at its title sponsor, a move that resolves one of the big financial questions Roger Penske faces in his second year as the series owner.
NTT is a global tech giant that became the main sponsor of the IndyCar series in 2019. The company has since become the official technology partner of IndyCar, Indianapolis Motor Speedway, Indianapolis 500 and The Weekend. NASCAR Brickyard.
“In the first two years as an authorized series sponsor, NTT’s dedicated team has helped IndyCar become more efficient and effective through smart technologies,” said Penske, who became the owner of IMS and IndyCar in January 2020. “As our sport continues to grow by connecting us to a new generation of fans, NTT is helping us take new paths by creating more engaging experiences through our shared digital platforms. “
Next on Penske’s to-do list is to settle a new TV deal. The current deal with NBC Sports is in its final season and it is still unclear where IndyCar might land.
NBC, under its current deal with NASCAR, will move programming to the U.S. network when cable channel NBC Sports ceases operations later this year. IndyCar this year has a record nine races on NBC, but practice and qualifying has moved to its Peacock streaming service.
Penske will undoubtedly be looking for a higher rights fee in the next TV deal and NBC may choose to opt out.
IndyCar is also courting a third engine manufacturer, which would not enter the series until the 2023 debut of a new engine. The new V6 engine will drop from 2.2 liters to 2.4 and add around 100 horsepower. The twin-turbocharged V-6 will also have hybrid technology for the first time.
“We think in all ways the series is growing,” said Mark Miles, CEO of IndyCar. “I hate to talk about being positioned for growth. I like the growth. I think it’s happening now. All metrics indicate it. More and more fans are paying more attention and are more engaged with us. “
A key component is the extension of the relationship with NTT, a company that has helped relaunch the IndyCar mobile app and is working to improve the data experience for viewers.
“We wanted to put it in the hands of more fans and users, so we started by focusing on access. The previous version was only available on one operator. We have made the application available on all operators and platforms, ”said Eric Clark, NTT Director of Digital and Data Services Strategy.
“Then it was a race to put in more data, more analysis, give more value, make it more compelling for fans who want to download the app and use the app before, during and after the race. . “
Clark said app usage rose 30% during live races and downloads increased globally with New Zealand, Australia, Canada and Sweden becoming IndyCar markets. popular. Six-time IndyCar champion Scott Dixon is from New Zealand and the series features five riders from Australia, Canada and Sweden.
“As we continue this partnership, we are committed to generating more data, analytics, artificial intelligence and more compelling use cases not only in the app, but also for fans who attend events. live racing, ”said Clark.
At Indianapolis Motor Speedway, NTT worked with Penske on the 100-foot Pagoda Plaza video card that provides a new viewing experience inside the historic track.
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