Tuesday
Dec072010

Izod Extends Racing Ties With Penske Deal

December 7, 2010: Izod, which over the past couple of seasons has become one of the key marketers in auto racing, is extending its alliances in the sport via a deal with Team Penske.

Under terms of a multi-year pact, Izod will sponsor Team Penske and all three Team Penske Dallara/Honda entries beginning in 2001. The deal will expand and enhance the company's position as title sponsor of the Izod IndyCar Series. Financial terms of the Penske deal were not disclosed.

“The Izod brand’s Team Penske sponsorship is a strategic decision to continue to build brand equity in the Izod IndyCar Series and we are honored to join forces with such a storied operation,” Mike Kelly, evp-marketing for Izod's parent company, Phillips-Van Heusen, said in a statement. “We intend to leverage this partnership to expand the reach of our brand not only through the relationship with Team Penske but also through cross-promotional activities with Team Penske’s other sponsors.”

Izod's Penske alliance includes the No. 6 car driven by Ryan Briscoe, the No. 3 car with three-time Indy 500 champion Helio Castroneves and the No. 12 car driven by Will Power. Izod will be the primary sponsor on Briscoe’s No. 6 IZOD Team Penske Dallara/Honda at the 100th Anniversary Indianapolis 500, as well as other selected Izod IndyCar Series Championship races, including an as-yet-to-be-announced season finale event.

"We intend to leverage this partnership to expand our brand not only through Team Penske but also through activities with Team Penske’s other sponsors.”

Izod’s first involvement with the sport came in July 2008, when it became the official apparel sponsor of the IndyCar Series, the Indianapolis Motor Speedway and Firestone Indy Lights. In November 2009, the brand announced its title sponsorship of the newly re-named Izod IndyCar Series. In 2010, Izod partnered with Izod IndyCar Series sponsors, including Honda, as part of the successful multi-media campaign around the “Fastest Seat in Sports,” the program in which a custom-built, two-seat Honda led the field to the green flag at start of each of the races, starting with the Indianapolis 500.

"Part of the Izod brand’s stated strategic approach to motorsports marketing is to partner with leading sponsors in the Series to further elevate the reach and awareness of the IndyCar sport and its brand,” said Starke Taylor, vp-sponsorship and activation for Phillips-Van Heusen.

According to Roger Penske, “Team Penske is excited to build this new relationship with Phillips-Van Heusen. As we saw in 2010, they have put the full strength of their Izod brand behind growing the sport of IndyCar racing and we believe they will be a terrific partner with our team and our drivers for years to come.”

Among Izod's other sports alliances is a partnership with the Pro Football Hall of Fame and the NFL in the Fans' Choice for the Hall of Fame multi-media campaign. Izod also has naming rights to the Izod Center in East Rutherford, NJ.

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