INDYCAR takes off its hat to LIDS Sports Group

If they are good enough for the NY Yankees, they must be good enough for IndyCar. IndyCar announced today that it has entered into a multi-year agreement with Indianapolis-based LIDS Sports Group, in which their LIDS Clubhouse division will manage the online and trackside merchandising efforts of the IZOD IndyCar Series and Firestone Indy Lights beginning with the 2012 season.

The partnership will increase INDYCAR's retail presence at-track at North American events, giving fans more opportunities and easier access to INDYCAR merchandise each race weekend. LIDS also will offer fans an opportunity to purchase the same merchandise online. LIDS' in-house production capabilities will help ensure that inventory levels are maintained and that products accurately reflect the current landscape of team rosters and driver sponsors.

"Our expanded relationship with LIDS Sports Group gives us the opportunity to provide our fans with quality merchandise and allows them to express their support of INDYCAR, their favorite teams and drivers in top notch fashion," said Marc Koretzky, COO, INDYCAR. "LIDS has been a very loyal partner for years, therefore this increased involvement is a welcome progression which will benefit everyone, most especially our fans."

INDYCAR has had a relationship with LIDS Sports Group for more than 14 years. LIDS Sports Group had been an important retail partner selling IndyCar merchandise in select outlets. Through this agreement INDYCAR Nation fan club members will have access to the LIDS Club, a special membership that offers generous discounts on hats and custom embroidery, special-valued apparel and accessories and VIP access to new products and the hottest trends.

Fans will also have the opportunity to enjoy in-store driver appearances, promotions and VIP events courtesy of LIDS Sports Group.