Even before or after the race, fans get a chance to test their reflexes with a tire-changing game that measures their reaction time and offers discounts to those who sign up.
“It comes down to the nature of the partnership. It was very natural for the three parties, and this is where the magic happens,” said Samuel Morisse, vp of Allegra Brand North America. “We want to make sure people connect that the brand is supporting the notion of performance. It’s about the natural connection between the Andretti team and what they do, and the brand into what it allows them to do.”
On the right track
Gregory noted that Andretti brings its own brand equity into any partnership. The family is synonymous with racing in the United States and has been name-dropped in hip-hop lyrics for generations. When it partners with a brand, even to bring new, younger fans into racing, it’s looking for a sponsor that complements the legacy.
Andretti has paired financial firm Gainbridge with its driver Colton Herta for several years now. For Kyle Kirkwood, they’re putting electronics giant Siemens on his car for this year’s Indy 500. While there are tire makers and tech companies that are more endemic racing sponsors, Gregory said not all of them immediately spring to mind in May when the flora is in full bloom.
