IRL: Heritage Motorsports races with Farm Aid

Combined effort raises awareness, creates powerful national marketing program  (Indianapolis) -- Heritage Motorsports will be racing with a new cause for the final two events of the 2001 season by teaming up with one of the most respected ...

Combined effort raises awareness, creates powerful national marketing program 

(Indianapolis) -- Heritage Motorsports will be racing with a new cause for the final two events of the 2001 season by teaming up with one of the most respected charitable organizations in the country, Farm Aid.  This unique partnership creates a powerful nationwide marketing platform, and is another progressive approach for the first year team to build innovative sponsorship programs.

The races scheduled for September 2, in Joliet, IL and September 16, in Dallas, TX, will feature the Heritage Motorsports car with the Farm Aid signage.

In a time when many corporations are looking to broaden the reach of their sponsorship programs, Heritage Motorsports has continued to find ways to achieve this goal by combining two of American's biggest passions -- music and racing.  From Aerosmith to John Mellencamp to Farm Aid, the team has brought music to the ears and eyes of racing fans worldwide. 

"We have worked very hard to create exciting promotions that appeal to a large number of fans," John Mecom III, co-owner of Heritage Motorsports said. "Working with Farm Aid is another step in the evolution of our marketing and sponsorship strategy. We improved on our initial Indy 500 promotion with Aerosmith by developing that concept into an advertising campaign with the Indy Racing League and John Mellencamp.  Now, we have taken that idea a step further by forming a promotional partnership with Farm Aid.  This alliance will give us an opportunity to create some exciting marketing programs for potential sponsors."   

The Mecom family, co-owners of the Heritage Motorsports team, have a long relationship with Willie Nelson, one of the founders of Farm Aid. That friendship coupled with the team's recent tie-in with the IRL and John Mellencamp, also a founder of Farm Aid, created the foundation for the agreement.            "

There are a number of areas where Farm Aid and the IRL match up in marketing objectives, so by combining efforts we can take each other's message directly to a much larger audience," Mecom III said.  "We are using these last two races as a test for next season. The goal is to build this relationship into a major program for 2002. We know this is a unique program that the fans of the IRL can get behind and support. "

"I'm glad that Farm Aid will be featured in a brand new way--on a race car," said Willie Nelson, president of Farm Aid.  "Race fans are sure to understand the importance of family farmers, and will be welcome supporters of Farm Aid."

Farm Aid was founded in 1985 by Willie Nelson, John Mellencamp and Neil Young to raise public awareness about the plight of the American family farmer and to provide assistance to those families whose livelihood depends on agriculture. In the past 16 years, Farm Aid has granted nearly $16 million to more than 100 farm organizations, churches and service agencies in 44 states.

This year's event will be held in Noblesville, IN on September 29, at the Verizon Wireless Music Center and broadcast live on CMT: Country Music Television.  Artists scheduled to appear include Willie Nelson, Neil Young, John Mellencamp, and Dave Matthews, in a special solo performance.  Fans can donate to Farm Aid at farmaid.org or by calling 1-800-FARMAID.

-HM-

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Series Automotive , IndyCar