IZOD rates IndyCar season an ’11
When it comes to assessing the first season of the IZOD IndyCar Series, Mike Kelly, Executive Vice President of the Marketing Group for Phillips-Van Heusen, believes it is off the charts. Kelly is the man behind the promotion and sponsorship of the IZOD IndyCar Series and it was his vision that resulted in one of the best corporate marriages with a professional sports league in recent history.
“On a 1-to-10 it’s an 11," Kelly said. “It’s beyond what we expected from the beginning but we also put in more than we expected from the beginning. On a business level, the return on investment is off the charts. I can’t compare it with anything else we have going and in our corporation we have some amazing things going on in China and Europe, with Tommy Hilfiger and with Calvin Klein we have some very cool things. But on a product by product return for return basis this is by far our most productive effort. It’s unbelievable.
“On a 1-to-10 it’s an 11," Kelly said. “It’s beyond what we expected from the beginning but we also put in more than we expected from the beginning. On a business level, the return on investment is off the charts. I can’t compare it with anything else we have going and in our corporation we have some amazing things going on in China and Europe, with Tommy Hilfiger and with Calvin Klein we have some very cool things. But on a product by product return for return basis this is by far our most productive effort. It’s unbelievable.
“We’re involved with the NFL, the New York Giants and other things but this one, no matter where I present it, when I present it, people’s jaws just drop and say, `I had no idea.’ That is part of the beauty of it. This is an unpolished gem right now and we are putting some shine on it, getting attention. We’re getting lucky. We’re getting a return." IZOD.com