Accelerating Brands with IndyCar Sponsorship

IndyCar is renowned for its blend of rich history, thrilling racing, and global reach. Anchored by iconic events like the Indianapolis 500, the series offers a powerful platform for brands to connect with passionate fans and boost visibility.

As we step into 2025, IndyCar sponsorship remains a strategic opportunity for businesses seeking to align with the excitement and innovation of motorsport. This article examines the sponsorship packages, costs, and opportunities within IndyCar, while also detailing viewership statistics, attendance figures, and the 2025 race calendar. Additionally, we highlight notable sponsors and successful partnerships that will continue into the upcoming season.

Why Choose IndyCar?

Expansive Viewership

IndyCar consistently draws a significant television audience. In 2024, the series averaged 1.4 million viewers per race on NBC, with the Indianapolis 500 achieving over 5.5 million viewers in the U.S. alone and a global cumulative audience exceeding 30 million. These numbers highlight the potential for brands to achieve extensive exposure, both domestically and internationally. With continued expansion into digital platforms and enhanced streaming options, the 2025 season promises even greater reach for sponsors.

Massive Trackside Attendance

IndyCar events boast strong trackside attendance. The Indianapolis 500 regularly hosts over 300,000 fans, making it the largest single-day sporting event globally. Other races, such as the Acura Grand Prix of Long Beach, attract upwards of 100,000 fans across race weekends. This on-site engagement offers brands unique opportunities to connect directly with attendees through experiential marketing initiatives such as product demos, giveaways, and interactive fan zones.

Alignment with Sustainability

The introduction of hybrid engines in 2024 has positioned IndyCar as a leader in sustainable motorsport. This initiative appeals to brands prioritizing environmental responsibility, offering a platform that aligns with green initiatives. As more sponsors integrate sustainability into their business models, IndyCar’s efforts in reducing carbon emissions and promoting renewable technologies make it an ideal partner.

IndyCar Sponsorship costs and Packages

IndyCar offers flexible sponsorship packages to meet diverse marketing objectives and budgets, from local activations to series-wide partnerships. Below is an overview of key sponsorship opportunities:

Team Sponsorship

Brands can partner directly with teams for consistent exposure throughout the season. NTT Data’s ongoing collaboration with Chip Ganassi Racing is a prime example of successful integration, with the tech giant leveraging the platform to enhance its visibility and engage audiences through technological storytelling. These partnerships often include logo placements on cars, driver uniforms, and team assets, ensuring visibility across all race events.

Cost Range: $2 million–$15 million annually.

Event Title Sponsorship

Sponsoring an individual race offers brands significant visibility through naming rights and trackside branding. For example, the Firestone Grand Prix of St. Petersburg has consistently provided Firestone with prime exposure in both broadcast and on-site promotions. Title sponsorships also enable brands to curate unique fan experiences and align their image with specific markets.

Cost Range: $500,000–$5 million per event.

Series Sponsorship

Series sponsorship allows brands to associate with IndyCar as a whole. NTT has served as the title sponsor since 2019, using the partnership to emphasize its commitment to innovation. This tier includes broad exposure across all races, extensive branding opportunities, and integration into the digital and broadcast ecosystem of the series.

Cost Range: $10 million–$50 million annually.

Car Livery Sponsorship

Car livery sponsorship is one of the most visible forms of marketing within IndyCar. Arrow Electronics’ partnership with Arrow McLaren SP exemplifies how brands can leverage this platform to showcase cutting-edge technology and innovation. The dramatic visuals of branded cars racing at high speeds create a powerful marketing statement.

Cost Range: $5 million–$15 million annually.

Experiential Marketing

IndyCar races offer unparalleled opportunities for hospitality and fan engagement. Brands can host clients in VIP areas, organize pit tours, or create interactive fan zones. These experiences foster deeper connections between brands and their target audiences, often translating to long-term customer loyalty.

Cost Range: $50,000–$500,000 per race.

Successful Sponsorships in IndyCar

NTT and IndyCar

NTT, as the title sponsor, has revolutionized how fans engage with the sport. By introducing data-driven analytics and real-time updates, NTT has enhanced the viewing experience and cemented its position as a leader in innovation. This partnership underscores the value of technology-driven sponsorships in transforming fan interactions.

Arrow Electronics and Arrow McLaren SP

Arrow Electronics’ ongoing partnership with Arrow McLaren SP has proven successful, showcasing its technological solutions on a global platform. The collaboration highlights how brands can leverage team sponsorship to emphasize innovation and performance. This strategic alignment with a top-performing team has bolstered Arrow’s reputation as a cutting-edge brand.

Firestone and the Indianapolis 500

Firestone has been a staple in IndyCar, particularly through its role as the exclusive tire supplier and title sponsor of the Indianapolis 500. This long-term relationship underscores Firestone’s commitment to performance and reliability. The partnership also demonstrates how consistent sponsorship can solidify a brand’s association with excellence.

Viewership and Attendance in 2024

TV Viewership: The 2024 IndyCar Series averaged 1.4 million viewers per race, with the Indianapolis 500 peaking at 5.5 million U.S. viewers and 30 million globally. This extensive reach reflects the series’ appeal across diverse demographics.

Track Attendance: The Indianapolis 500 saw over 300,000 fans in attendance, while the Long Beach Grand Prix and other major races regularly exceeded 100,000 attendees. These figures highlight the opportunities for on-site brand activations.

IndyCar 2025 Racing Calendar Key Races

• Firestone Grand Prix of St. Petersburg: March 2, 2025.
• Acura Grand Prix of Long Beach: April 13, 2025.
• Indianapolis 500: May 25, 2025.
• Honda Indy 200 at Mid Ohio: July 6, 2025.
• Bitnile.com Grand Prix of Portland: August 10, 2025.
• Big Machine Music City Grand Prix, Lebanon Tennessee: August 30–31, 2025.

Opportunities for Brands

Sustainability Partnerships

With the continued rollout of hybrid engines, IndyCar is an attractive platform for brands emphasizing sustainability. Aligning with these initiatives demonstrates corporate responsibility and appeals to eco-conscious consumers.

Global Visibility

IndyCar’s international broadcasts and diverse fanbase offer global exposure for brands seeking to expand their reach. The series’ presence in key markets enhances its appeal to multinational sponsors.

Digital Engagement

IndyCar’s growing digital ecosystem provides avenues for interactive campaigns, live streaming, and social media activations. Brands can leverage these platforms to connect with younger, tech-savvy audiences.

How to Get Started

• Set Clear Objectives: Define whether your focus is on visibility, innovation alignment, or consumer engagement.
• Choose a Sponsorship Tier: Evaluate options ranging from team partnerships to title sponsorships.
• Leverage Digital Platforms: Maximize engagement through online campaigns and live event promotions.
• Develop Activations: Create unique fan experiences, such as VIP areas or branded merchandise giveaways.

Conclusion: Accelerate Your Brand with IndyCar

IndyCar is a dynamic platform for brands seeking to harness the excitement of motorsport. With flexible sponsorship options, high engagement, and a growing emphasis on sustainability, the series provides opportunities for businesses to align with cutting-edge innovation and a dedicated fanbase.

The 2025 season promises continued growth, making it the ideal time for brands to accelerate their marketing strategies with IndyCar sponsorship.