CHAMPCAR/CART: Global Marketing Program in Place

CART Achieves First In Sports Licensing Troy, MI (November 19, 1998) - Many people thought that when Robert E. "Bob" Hollander directed the licensing program for the 1996 Atlanta Olympic Games - which eclipsed more than $1.5 billion in retail ...

CART Achieves First In Sports Licensing

Troy, MI (November 19, 1998) - Many people thought that when Robert E. "Bob" Hollander directed the licensing program for the 1996 Atlanta Olympic Games - which eclipsed more than $1.5 billion in retail sales and produced nearly $100 million in royalties for the Olympic Committee - there wasn't much more for him to achieve in the growing sports licensing and merchandising industry.

But Hollander, now President and CEO of Championship Auto Racing Teams (CART) Licensed Products, has once again reached a significant milestone in sports licensing. Under his direction, Atlanta-based CART Licensed Products (CLP) has become the first sports organization to create a global "umbrella licensing" program which offers product licensing rights not only for FedEx Championship Series logos and trademarks, but also for the likeness of every driver, and team - a combination never before available in major sports licensing.

"As a relatively new player in the very competitive sports licensing industry, CART Licensed Products had to create a niche which made it attractive to licensees and retailers," said Hollander. "By creating this one-stop shopping concept, we offer our licensing partners all of the key components that distinguish the CART brand of motorsports from our competition."

In the two years since its inception, CART Licensed Products has put together an impressive lineup of some of the top manufacturers in sports licensing. CLP currently boasts 40 high quality licensees, including Sports Specialties, Sony, Microsoft, Track Gear/Logo Athletic, and Mattel offering products ranging from apparel to toys and games and fashion accessories.

In 1998 for the first time, CART Licensed Products will be available in department and sports specialty stores in a number of select markets. Distribution of CART Licensed Products supports CART's overall advertising and marketing strategies and creates a year-round presence for CART in major race markets such as Los Angeles (Long Beach); Portland, Ore; Houston; St. Louis; Cleveland; Milwaukee; Detroit; San Francisco; San Jose, Calif.; as well as non-race market Indianapolis.

CLP has also launched a number of innovative licensing and merchandising programs. These programs include a cross-licensing program with Warner Brothers featuring the popular Looney Tunes characters, an electronic commerce site (the CART Virtual Store) for Internet sales, a highly successful at-track merchandising program and country specific merchandising programs for CART Team Brazil and CART Team Canada.

"Prior to the licensing program, the only time fans could touch and feel the excitement and speed of CART was when a race came into the market," said Andrew Craig, Chairman and Chief Executive Officer of CART. "Now, consumers and fans will have a year-round opportunity to associate themselves with their favorite driver and team."

CART LP has launched an aggressive retail support program to drive traffic in-stores; promote sell through to consumers, and provide purchase incentives. The program includes driver and show car appearances, autograph sessions, consumer sweepstakes, and point of purchase signage.

Source: CART Online

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Series IndyCar