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Archive for the tag “Augusta National Golf Club”

Figures lie: IndyCar, golf, and sponsorship

The week when the Verizon IndyCar Series races at Barber Motorsports Park in the Honda Indy Grand Prix of Alabama is the chance for writers to channel their inner Herbert Warren Wind¹ and wax poetic about the verdant greenways, majestic views, and oddball sculptures of the facility  Some even say it is the Augusta National of the racing world.  High praise, indeed.  Of course, in the racing world, any green grass seems like Augusta National when compared to the asphalt and concrete of a city street course or the dead brown of Sonoma.  Kudos to Iowa for the corn, though.  Not quite Augusta-like but it does have a certain waving-in-the-wind grandeur.

In any case, a compelling storyline exists with the relationship of televised golf and its sponsors and what IndyCar may be trying to do to milk value from what, by any definition, is a small television audience.  Golf succeeds for more reasons than just television advertisers.  The sport has deep-pocketed event sponsors who pay millions to host a single event.  According to an article by Patrick Rishe in Forbes, all 42 PGA Tour events are sponsored for between $6 million to $12 million annually with sponsor FedEx re-upping for $35 million annually to sponsor the FedEx Cup.  Nice numbers, huh?  And that doesn’t include TV money.  The PGA does have the advantage of being on four days in a row each week, but, other than the majors, it does not routinely knock the ball out of the park.  The recent Texas Open final round had a 1.6 U.S. rating the week before the Masters on NBC.  Why does the PGA tour continue to rake in dough from well-heeled advertisers?  In a word, demographics.

The sponsors of the PGA tour read like a who’s who of high end living: BMW, Cadillac, Audi, Bridgestone, CDW, Charles Schwab, Citi, MetLife, Rolex, Mercedes, etc.  Why do these companies pay so much to advertise and sponsor a sport that gets relatively low ratings?  Why don’t they go to NASCAR and the WWE, two properties that regularly ring up much higher numbers?  Simple.  The 1% does not ordinarily watch those shows.  They watch golf.  Numbers may not lie, but they can certainly mislead.  High end advertisers want to go to where the viewers have the most money, not necessarily to the event with the most eyeballs.

What does this mean for IndyCar?  Maybe nothing.  Maybe everything.  If you are promoting a niche sport, which IndyCar racing is right now, you need to appeal to an audience that spends the most money.  Glamping at the Indianapolis Motor Speedway anyone?  Want to listen to Hardwell in the corporate Snake Pit with VIP access?  All you need is disposable income.  IndyCar can grow as a property without beating NASCAR’s numbers as long as the right kind of viewers are attracted.  Can IndyCar attract those fans to the races and the television?  The devil is in the details, they say.  City street courses are certainly closer to the high end consumer, which is a great reason to keep them on the schedule.  It would seem to make sense that people who invest money to attend races are the same people who become invested as viewers of the series.  IndyCar and its easy access paddock and personable drivers are a great way to capture the interest, and the hearts, of its fans.

If the answer to creating a successful and financially viable series was simple, it would have been done by now.  The current brain trust at IndyCar/IMS is taking a measured approach to building the series, as it should.  Have they identified their target demographic?  I hope so.  If not, then maybe the PGA tour is interested in coming back to a Pete Dye designed course at 16th and Georgetown in Speedway.  There will be plenty of room for parking.

1.  Herbert Warren Wind was a golf writer who coined the phrase Amen Corner for holes 11, 12, and 13 at Augusta National, home of the Masters.

The Honda Indy Grand Prix of Alabama: Untimely Edition

I understand this post is a little late and not in my usual WO (worthless opinions) format.  There are reasons.  Good reasons.  I could blame it on the fact that I was on vacation last week, and it took a few days to sober up get back in the swing of things.  Certainly, there was yard work to attend to that just could not wait.  Of course, there were the usual family obligations, not to mention the day job that provides the money to pursue my writing and racing habit.  These are all valid.  Those that know me understand my deeply rooted love of procrastination.  Add to that the fact that I am the editor-in-chief and sole unpaid employee of this joint, and you could assume that I can post whenever I damn well please since nobody reads this stuff anyway.  All true, but not the truth in this case.  I am late posting because I had a creative idea.

If you are a regular reader here (thank you both), you know I have an unhealthy attachment to the odd and the quirky.  I have connected IndyCar and its denizens to the following over the past year:

  • The movies The Shawshank Redemption, Sunset Boulevard, Fever Pitch, Animal House, and Christmas Vacation
  • The Warner Brothers cartoons with Bugs Bunny, Foghorn Leghorn, Yosemite Sam, and Porky Pig
  • Championship wrestling
  • The Mayan apocalypse (twice)
  • The Rolling Stones song “Paint It Black”
  • The songs of the Beach Boys
  • Texas singer/songwriters and their music
  • The Delta Wing and the Tanya Tucker song “Delta Dawn”
  • The science fiction writer Robert Heinlein and his novel Stranger in a Strange Land.
  • Tony Dungy, Bob Knight, and Jesus Christ

I’m proud of the eclectic collection I’ve put together.  I feel I have carved out a niche within a niche sport.  It suits me.  The question, of course, is what does all this have to do with this week’s post being late?  Let me explain.

My idea was to use the Master’s golf tournament as the comparison to the Grand Prix of Alabama since so many people gush over the beautiful and verdant scenery of Barber Motorsports Park by comparing it to Augusta National Golf Club, the site of the Masters.  Augusta National is pretentious.  How pretentious?  They name each hole after a tree found on the grounds.  They have names like Tea Olive, Juniper, Magnolia, Azalea and the list goes on.  My idea was to name each one of my ten WO’s (worthless opinions) after one of the 30 or so pieces of art on the grounds at Barber.  All I needed was a picture of ten of the pieces and I would be good to go.  In fact, I spent a couple of hours finding pictures of the art works and making up names for them like “Naked Guys on Wheels” and “Guy Pushing a Rock.”  Classy stuff, right?  But being an English teacher at heart, I wanted to be honest and correct.  I needed permission from the photographers to publish their work.  This, I found, is simple if you are not writing a piece that is time sensitive (I was) and if you have your idea well ahead of time (I didn’t).  So here I sit in the middle of the week after a race has concluded waiting for permission to use photos that may never come, so I can use a cool idea (in my own mind) to make an oddball comparison of a golf course and a race track just so I can offer my rather pedestrian opinions on a race.  So…let me now offer my untimely opinions on the Honda Indy Grand Prix of Alabama at Barber Motorsports Park, late because I had a great idea.

  • The prerace lap with Townsend Bell behind the wheel and Wally Dallenbach in the passenger seat was comic gold.  I loved the Tums going sideways as they missed Wally’s mouth.  That’s nuance.  The vomit bag might have been low-hanging fruit but it was funny.  It’s OK to have flavors other than vanilla.  More of this, please.
  • NBC Sports seems to have an idea on how they want to present IndyCar.  The booth was great, and the camera work stellar.  I am not a fan of shit-stirring, though.  The pit reporters are still trying to bring up a Will Power-Scott Dixon feud from last year and tried to create drama with a Will Power-James Hinchcliffe qualification episode from Saturday.  Just stop it.  The feuds will either happen or not.  It’s organic.  Like pro wrestling, the fans will determine who the heels and faces are.  Less of this, please.
  • I REALLY like Jon Beekhuis in the pits and look forward to more Professor B episodes.  I like it when they teach me something.  More of this, please.
  • You would think I would tire of mocking Robin Miller’s grid wobble.  You would be wrong.  It is unintentional comedy at its best.  He has no idea when he’s going, where he’s going, or to whom he’s going to talk.  Speaking of Robin Miller, did anyone else notice he absolutely disappeared during the broadcast?  More of Robin Miller, please.
  • The start was a little sloppy but VERY edgy.  How you can not sit up on the edge of your seat?  IndyCar is GREAT racing.  Someone is going to get punted on the start at Long Beach.  Then the shit will stir itself.  More of the attacking starts, please.
  • Other than an accordion of cars playing polka music on the first lap causing Hinchcliffe to drop a wheel, the race was green, green, green.  We had tire strategy, fuel strategy, and passes for the lead.  That’s road course racing.  More passes for the lead, please.
  • Hinch was hilarious in defeat.  Ryan Hunter-Reay was aggressive in victory.  Charlie Kimball was an eye-opener.  Scottt Dixon was stalking.  Josef Newgarden was finally in the top ten.  And Helio Castroneves was back on top of the standings.  More of everything like this, please.

Even though I thought I had an entertaining idea to build my column around, the great thing about the race was that I didn’t need it.  Sometimes events just speak for themselves.  More races like the Grand Prix of Alabama, please.

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