It’s been five hours since the news broke that FOX has bought 1/3 of IndyCar and IMS for somewhere between $125 and $135 million. My shock has not completely worn off, and some my initial thoughts about the potential of this new partnership have solidified. My feelings are mixed about this deal. I think this is a very good thing for the IndyCar series, but I’m I am concerned about what it may mean for IMS.
The press release from IndyCar lists three goals for the new partnership:
“Innovative and industry-leading racing and entertainment events.
A hyper-engaged digital strategy and immersive content focus.
Enhanced promotion and star-building opportunities for NTT INDYCAR SERIES drivers.”
The full release here:
I like the last one best-promotion and star building of the drivers. I can’t think of any IndyCar driver at the moment who is a national household name. Pato O’Ward is quite popular with IndyCar fans, but is he known outside of racing circles? Alex Palou is having one of seven best years a racing driver has ever had, but how well known is he?
Innovative racing? I hope they don’t mean playoffs or green, white checkered finishes with overtime. I’d be happy if the yellow was thrown when needed.
If Fox can help with scheduling, prioritize IndyCar television slots, get some more tracks on the calendar, get more fans to races, and put more eyeballs in front of tv sets, that is where they can be most helpful.
I don’t have my Corp/Techspeak-English dictionary with me, so I have no idea what a hyper engaged digital strategy is.
Of course, an infusion of money is always a good thing. I am looking for better graphics and maybe some enhancements on the new car.
If 1/3 of the value of the series and IMS together is only $135 on the high end, I find it disturbing that the value is that low, especially with the Speedway included.
About IMS
I really hope that nothing much changes for the month of May. I don’t want to see the format change, the start time moved to later in the afternoon (I think it should start earlier than it does now), or a new qualifying format. I would like to see the IndyNXT race return on Carb Day.
I have seen some talk on social media about moving the Brickyard 400 to May, so it fits within Fox’s NASCAR broadcast window. This race belongs after the 500, and since FOX would receive a cut of IMS revenue for it, they don’t need to broadcast it.
I can’t imagine any events being cut from the IMS calendar just because Fox isn’t the broadcast partner.
The bottom line for FOX- do what you do best- promote, publicize- a full-on blitz; present the series on television as you have been, maybe with fewer full screen commercials, and serve the series and IMS in a complimentary role. Let the racing people handle the racing.
The Pit Window by Mike Silver 