| [../../Old_MainStuff/menu_index.htm] | |
|
Keeping it Off The Wall |
Author |
|
Hollywood...not
just a CART sponsor anymore |
|
|
Go to our forums to discuss this article |
Ed's Other Articles |
|
CART President Joseph Heitzler's Valentine's Day announcement that Jay Lucas has been named Vice President of Sports Entertainment "as part of an effort to evolve CART's marketing and communications approach" is certainly the best news we've heard to date from the new CEO. It indicates that at least Heitzler himself -- even if not with the total backing of CART's Board members -- is prepared to follow through on his promise to finally present the FedEx Championship Series to the world as the vibrant, interesting sports/entertainment package that we, the loyal fans of our beloved speed sport, have always known it to be. "Jay's extensive background in sports entertainment and his relationships with media throughout Los Angeles and Southern California make him a perfect choice for this newly created position," said Heitzler. "Jay [will be] responsible for developing a strategic entertainment marketing direction for CART as well as managing that function for all of our racing series." The 43 year-old Lucas, who has more than 20 years of sports entertainment experience, comes to CART from the position of Assistant General Manager of California Speedway at Fontana. His experience in PR and marketing with California Speedway, the LA Dodgers and various college-level sports will certainly help CART to begin building a sorely needed sports entertainment marketing-based media presence. "The job Jay did at California Speedway with Penske Motorsports and International Speedway Corporation was well-regarded within the motorsports community…it allowed him to expand his relationships in the sports entertainment field. We are pleased he is becoming a business associate at CART," President Heitzler proudly concluded his introduction of Jay Lucas. In his new position with CART, Lucas' responsibilities will include focusing on the development, management and expansion of the entertainment aspects of the FedEx Championship Series and the integration of the stars of our sport with other entertainment and media entities. He will also manage all events that have an entertainment focus, such as CART Sneak Preview, the All-Star event and the annual CART Awards Banquet. One of Lucas' initial tasks will be to coordinate -- with Warner Brothers and Sylvester Stallone -- the April 27, 2001 release of the motion picture Driven, which features Champ Car racing as the backdrop for Stallone's motorsports drama. Until now there has been no apparent official media/PR connection between the film's producers and the CART FedEx Championship Series. It will be interesting to see how much cross-promotion Hollywood actually allows. Nonetheless, whether Driven becomes a box office success and/or receives critical acclaim is not nearly as important as CART's usage of the hoopla that will surround the motion picture's release as a tool for its own promotion and future notoriety. Hopefully, Lucas will help insure that CART's name and logo appears in as much of the film's promotional material as is possible at this late date. "This is a tremendous opportunity to bring my sports entertainment experience to an exciting and dynamic organization like CART and its FedEx Championship Series," Jay Lucas says. "I have great respect for Joe [Heitzler] and his team at CART and I look forward to helping create opportunities for all consumers to see our product, familiarize themselves with our drivers, teams and sponsors and, at the same time, blend in some of the rich tradition of CART's past." While there is absolutely nothing about Lucas' overdue appointment that anyone can criticize at this point, there are, nonetheless, a few questions that immediately popped into my mind about CART's future handling of its new consumerist, inter-reactive, crossover style of marketing…stuff like: Will we ever get to see Champ Car pilots as presenters of Oscars, Emmies and Grammies? Will Helio Castroneves get hooked-up as the spokesman for a chain link fencing company? Can Jay Lucas one-up the Inheritor by directing media attention, during the month of May, towards CART-friendly former Indy 500 Champions and away from those who now shill for the IRL? Will Alex Zanardi finally have a doughnut chain named after him…or will Barilla Pasta re-invent some type of Spaghetti-0's with his picture on the box? Will CART start a regular media ad campaign and perhaps kick it off by sponsoring David Letterman? Will trophies be delivered to the podium with split-second promptness in those FedEx trucks that are always around the paddock area but never used for any real purpose? Will a major sandwich chain do a tie-in promotion with future CART "Super Subs"?…… Ed Donath would like to hear your suggestions… Contact Ed Donath via e-mail: speedwriter@hotmail.com Go to our forums to discuss this article Comments can also be sent to the AutoRacing1 at contacts@autoracing1.com. |
Meet Ed Donath - Autobiography |
|
e-mail us: AutoRacing1 is an
independent internet online publication and is not affiliated with, sponsored by, or endorsed
by CART Inc., NASCAR, FIA, FedEx, Winston, or any other series sponsor. This material may not be published,
broadcast, or redistributed without permission. Copyright 1999 - 2001, AutoRacing1, Inc., Hamilton, NJ |
|
