Repucom, an advisor in sports and entertainment intelligence, will provide media valuation and sponsorship consulting services to Hulman & Company, the parent of IndyCar and Indianapolis Motor Speedway.
The partnership encompasses media analysis of all Verizon IndyCar Series events, all events at Indianapolis Motor Speedway and the tracking of the IndyCar brand worldwide.
In addition, Repucom will work with IndyCar on understanding the digital and social landscape, and provide commercial strategy around available platforms.
Repucom executive vp Peter Laatz said: "IndyCar is a valuable brand and it is an exciting time in the Verizon IndyCar Series with the 100th running of the Indy 500 this year. Repucom will help Hulman & Company maximize sponsorship assets and support the group as it connects commercial partners with loyal motorsports fans."
"The Verizon IndyCar Series season is expanding, viewership is up and fans are engaged. We look forward to working with Repucom to share our story about what IndyCar has to offer and to provide our partners with a reliable, independent analysis of the return on their investment in the sport," said Rod Davis, chief revenue officer of Hulman & Company.
Repucom's ‘Connected Solutions’ platform has already been used by the NFL, NBA, NHL, MLB and MLS. Its clients also come from Formula 1, NASCAR, MotoGP, V8 Supercars, Global Rally Cross, World Rally Cross, Monster Energy Supercross, Amsoil Arenacross and MonsterJam.