IRL: Treadway Racing Launches Corporate Partner Initiative

Treadway Racing Launches Corporate Partner Initiative Indianapolis, IN -- Treadway Racing, an Indianapolis 500 winning team which has produced more than $10 million in documented exposure value for its sponsors just halfway through this Pep...

Treadway Racing Launches Corporate Partner Initiative

Indianapolis, IN -- Treadway Racing, an Indianapolis 500 winning team which has produced more than $10 million in documented exposure value for its sponsors just halfway through this Pep Boys Indy Racing League season, today announced an initiative to join with new corporate sponsorship partners for the year 2000.

Treadway Racing's title sponsorship opportunity became available when Sprint PCS executives informed the team of a change in its corporate sports marketing program. The current Sprint PCS primary sponsorship of the Treadway Indy Car will conclude after the 1999 season.

According to independent research by Joyce Julius and Associates, season-to-date, Sprint PCS is ranked second among 58 IRL team sponsors in national TV exposure and sixth among 444 associate, series, event and team sponsors. In each of the previous IRL seasons, Treadway sponsors have ranked in the top two among team sponsors in Indianapolis 500 national television exposure and in the top five in season-long TV coverage.

Two-time Indianapolis 500 winner Arie Luyendyk, who led an unprecedented Treadway 1-2 finish from the pole position in 1997, earned the Indy pole again last May. Luyendyk, who had previously announced he would retire following the race, remains a team consultant and is a commentator for network IRL race telecasts. Sam Schmidt is now the team's driver and has a second and a third-place finish in his last three events. An original IRL team, Treadway has earned four victories, 11 podium (top three) results in 30 races, and is the only team to win in each of the three previous IRL seasons.

Scott Cronk, team vice president of business development, said contacts are being developed for new corporate partners at both the primary and associate sponsor levels. Cronk noted the Indianapolis 500 remains the world's largest single-day sports event and that all IRL races will be televised on the ABC/ESPN networks next season as part of a new, five-year broadcast contract. Officials recently announced Cleveland will host its first series race next year, and other major cities now impacted by IRL events include Atlanta, Phoenix, Dallas-Fort Worth, Philadelphia, Charlotte, Denver, Orlando and Las Vegas.

"Treadway Racing has a proven commitment to performance on-and -off the track," said Cronk. "Our record of success has clearly established us as one of the IRL's top teams. Of equal importance has been working closely with our business partners to create results-oriented marketing, publicity and corporate/customer entertainment programs. The Indianapolis 500 and the Pep Boys Indy Racing League are uniquely well-suited to these kinds of image-enhancing, sales-producing activities which Treadway Racing knows how to custom-tailor to each sponsor's individual needs."

"Sprint PCS has had a truly successful relationship with Treadway Racing," said Ed Mattix, Sprint PCS chief public relations officer. "Treadway Racing has delivered exceptional brand exposure, critical to the initial growth of Sprint PCS, enabled numerous sales opportunities, and met our documented sponsorship objectives. However, the restructuring earlier this year of Sprint PCS as a division of Sprint Corporation, combined with new corporate initiatives, has led us to re-evaluate and consolidate our sponsorship programs. We are discontinuing our separate motorsports sponsorship activities after this season and will join with the other Sprint divisions in a single, national motorsports sponsorship activity in 2000.'

'I want to thank Fred Treadway and the entire Treadway Racing team, including Arie Luyendyk and Sam Schmidt, for the first-class manner in which they have represented Sprint PCS. Plus, I want to congratulate Tony George and the Indy Racing League on providing us an exciting brand of open-wheel racing. We wish both Treadway and the IRL the best of luck in the coming seasons."

For more information regarding Treadway Racing, visit www.treadwayracing.com on the Internet.

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Series IndyCar
Drivers Arie Luyendyk , Sam Schmidt