Title: The IndyCar Series: a marketing channels perspective

Authors: Joyce A. Young

Addresses: College of Business, Indiana State University, Terre Haute, Indiana 47809, USA

Abstract: This paper examines the IndyCar Series by utilising a marketing channels perspective. IndyCar is described as a services provider that attempts to secure retailers (i.e., racetracks and broadcast media) to participate in its services delivery channels. This paper specifically examines the competitive environment and relevant channels of distribution issues related to IndyCar solely in terms of its relationship with racetrack owners. While it is noted that consumer demand for open wheel type racing in the USA, such as IndyCar, has declined in recent years due to the unpopular split in 1995 of the category into two seemingly rival series, IndyCar faces distribution challenges in the marketplace. The dominance of NASCAR and the International Speedway Corporation which are both controlled by members of the France family, as well as the growing influence of Speedway Motorsports, Inc. as it also adds racetracks to its retail portfolio, continues to give more power to the racetracks and less to series such as IndyCar within the industry.

Keywords: IndyCar; open wheel racing; motor sport marketing; distribution channels; retailers; motorsports; motor racing; racetracks.

DOI: 10.1504/IJSMM.2010.033949

International Journal of Sport Management and Marketing, 2010 Vol.8 No.1/2, pp.57 - 72

Published online: 05 Jul 2010 *

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