Changing the face of the Champ Car Series

[paul-collins]

One thing that's different between F1 and CART is that CART's sponsors have historically been end-user consumer-goods-related, and from companies that typically have marketing budgets divided geographically. Target and K-Mart, for instance, would have seen little of interest in a world series that didn't appeal primarily to Americans.

Another example is McDonalds running sponsorship on the Newman/Haas cars in the US but not Canada last year...

[Jazner]

Although I do think American drivers can bennefit CCWS, I don't think it's as important as FAN FRIENDLY drivers. You need guys who are wellspoken, and don't have a problem doing what it takes to market the series to new fans.

However, above ALL ELSE, CCWS must identify it's demographic and go after them. That's the first rule of marketing. If the reports of a TV deal with Spike are true, then they're shooting for males age 18-45 (roughly). That means you need edgy production. Rock music informational packages on drivers, stories, etc. A sharp logo, etc. From there, you can go after your sponsors. People like beer corperations (including hard liquor), tools, men's magazines, aftershave products. Guy Stuff!!! Bare in mind, this by no means that women should be excluded.

Now, bringing that full circle, those types of potential sponsors want drivers who make their products look good in ads and, Public appearences. In short, drivers who can help them SELL. That, after all, is what makes the racing possible.

[Liz]

One thing to notice is that the old idea of the "male age 18-45" being the only people who buy anything or go anywhere has begun to wear off. The television people have noticed that the people watching their programs are skewing older and wealthier and more knowledgeable, and they tend to have children and bring them along when they attend various functions. For example "Sandals", which used to cater to "swinging singles" now has a very large family trde. Cruise lines are catering more and more to the 45+ age group with children. And children have a lot of money and they persuade their parents to do, go, buy and return. Now the last thing those parents want to see is T&A Volleyball, Janet Jackson/Justin Timberlake musical productions, and "guy stuff" (Hooters Stuff).

You must also recognize that "girls" are no longer arm candy along for the ride; we buy things and we know about them, and we tend to bring lots of friends as we return again and again to the same venues. We, too, don't want to be inundated with "Guy Stuff." Women are more than frilly underwear and tiny tank tops. We have money and we want to spend it.

Jazner, what you are talking about is racing in the 1950s. Times and demographics have changed.

[The Snout]

Originally posted by Liz
Women are more than frilly underwear and tiny tank tops. We have money and we want to spend it.

I'll take one of those please. No no don't wrap it for me.

[Mags]

Originally posted by enemy-ace
Even though SPEEDtv is gone, i hope ChampCars can maintain 'SPEED on demand'with their new broadcast partner. I really enjoyed having the ability to rewatch some of the great races.

Do we know who the new partner is yet??

[Mags]

Originally posted by macdaddy
The only exception I'd make to that post is that Juan "Pablo" Montoya was/is about as fan-friendly as the flu.

TRUE, but when cornered alone he was GREAT! He was just very shy I think.

But he WON, and was great for CART when he was with us.

[Liz]

Well, that is true; but as Mags says, he was good for the sport because he won spectacularly. And nobody I ever talked to said he ought to be fired, because he didn't have three generations of American relatives involved in racing and they couldn't pronounce his name.