Engine Manufacturers to drive IndyCar higher

“In time, we expect the new engine manufacturers to be just as active as Honda in marketing and activating for the series," Angstadt said.

Some sports marketers wondered if the marketing and sponsorship pie generated by engine makers would grow, or stay the same and be divided among them.

“Absolutely, the plan is for marketing from that category to grow," Angstadt said. “If there are two new engine manufacturers in 2012, we could see the marketing spend in that category triple."

That kind of marketing muscle, sports marketers said, is what the series needs to grow television ratings and attendance. IndyCar sources said Honda spends $10 million to $15 million in marketing annually. If what Angstadt said is true, the two new engine manufacturers would put another $20 million to $30 million annually combined into billboards, TV, radio, print and Web ads as well as point-of-purchase promotions and marketing at each track where the series races. IBJ.com