“We are really pleased and excited about the momentum we’ve seen, even coming through and out of the pandemic,” said SJ Luedtke, IndyCar’s vice president of marketing.
believe those advances threaten American auto racing, stiffening competition for fans and nascent drivers who may gravitate toward a sexier, more global sport. Others, such as 2016 Indy 500 winner Alexander Rossi, say F1′s expansion is at least cause for concern.
“It definitely raises the importance of us continuing to evolve, continue to find ways to make the product better, and finding ways to differentiate ourselves from other championships,” Rossiin March. “A lot of good things are happening. But I think it’s important for us to certainly speed up that timeline and the positive things in order to make sure that not only do we not necessarily lose out to Formula One on market share, but we continue to build our own.
“I like the fact that it has been able to attract not necessarily motorsports fans to the sport. We don’t need to really dig into F1 or IndyCar or NASCAR. It’s just the sport holistically people are interested in. We’re seeing that. … I don’t know why, but if it is attributable to Formula One, let’s ride off it, let’s enjoy it. Right now the sport of motorsport is enjoying a really positive time.”
Luedtke used a racing reference to describe the opportunity that she said IndyCar sees in capitalizing on F1’s growth. “I applaud what they’re doing to move their brand and grow their portion of the sport. It’s beneficial for us, and we welcome the added interest in open-wheel racing, especially here in the States,” she said. “ ‘Let’s take it and run with it’ is how we’ve talked about it as a team, right? So, getting into someone’s slipstream.”IndyCar is pushing its “Defy Everything” campaign to promote its drivers. It’s using YouTube and TikTok to showcase their high jinks and workouts.
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