IndyCar Enters Into Multiyear Partnership With Soap Box Derby

IndyCar is "entering a formal, multi-year marketing partnership" with the Akron-based FirstEnergy All-American Soap Box Derby, according to a front-page piece by Jim Mackinnon of the AKRON BEACON JOURNAL. The agreement will "place the IndyCar logo on Derby cars this year in Akron and spread from there in 2014."

IndyCar also will "promote and display the Derby logo." Soap Box Derby President & CEO Joe Mazur said that the cross-promotion agreement "does not bring in money to the Derby but will give the nonprofit program significant brand exposure."

He added that the Derby will be "promoted in 30-second commercials on giant video screens at IndyCar racetracks, on the IndyCar website and through other measures." Mazur said that IndyCar also is "agreeing to invite local Derby race champions to two of its races," and that Derby race wheels this year "will get IndyCar stickers." He added that at least one IndyCar driver will be "displayed at Derby Downs next week as part of the new partnership." AKRON BEACON JOURNAL