IRL starting to capitalize on Castroneves fame

UPDATE A reader writes, I think it's great the IRL is attempting to capitalize on Helio's win on Dancing with the Stars. I'm sure there is a lucrative untapped market of gray-haired 50 to 60 year old bespectacled women who just love ballroom dancing and open wheel motor racing. Not to disparage Helio, I like him, but to think his recent fame amongst the nation's retirees is going to do much for the IRL is wishful thinking at best. Patrick Harte

11/30/07 Castroneves said his associates are trying to organize sponsorship packages to capitalize on his fame, but no deals have been finalized. The Indy Racing League is already capitalizing on Castroneves. In an attempt to elicit votes for Castroneves this fall, the IRL distributed posters, yard signs and T-shirts. The league also placed advertisements in the Sports Business Journal and the entrances of Menards hardware stores.

As the 2008 season nears, the IRL will work with ABC and ESPN to promote racing, "Dancing" and Castroneves. The idea of having the driver's dance partner, Julianne Hough, sing the national anthem at the 500 has also been discussed.

"We absolutely can and will continue this (pursuit) through the beginning of the season," said Terry Angstadt, the president of the IRL's commercial division. "It's a unique opportunity that 22 million people have been watching (him) twice a week for 10 weeks." Indy Star