Marketing and Sponsorship

IndyCar Wheels & Deals: Sponsor, series ponies up $1M for driver challenge in '22 noted a driver and race team winning a race on a road course, street circuit and oval circuit during the '22 NTT IndyCar Series will be able to win $1M for "themselves and a charity through the new PeopleReady Force for Good Challenge," part of a new partnership between industrial staffing giant PeopleReady and IndyCar. One driver "achieved the feat" of winning on all three types of circuits for six consecutive seasons from '15-20, with that streak "finally ending last season." PeopleReady is offering an additional $10,000 to the "winner of every race this season, also to be split with their selected charity" (, 1/13).

BITS & PIECES: In Indianapolis, Nat Newell notes Conor Daly will be the "full-time driver" of the No. 20 BitNile Chevrolet for Ed Carpenter Racing. BitNile Holdings has signed a multiyear deal with ECR and will be an "associate sponsor for ECR's No. 21 car," driven by Rinus VeeKay. BitNile Holdings is a "diversified holding company specializing in cryptocurrencies and innovations in the field of Decentralized Finance" (INDIANAPOLIS STAR, 1/14).

POWER UP:'s David Malsher-Lopez noted the No. 29 Andretti Steinbrenner Autosport-Honda of '22 IndyCar rookie Devlin DeFrancesco "has been unveiled," and DeFrancesco will be "backed by hydrogen production and dispensing fueling infrastructure innovators, PowerTap Hydrogren." Capstone Green Energy, seen on the AA entries of Colton Herta and James Hinchcliffe in the last three seasons, "will return and, as before, occasionally be primary sponsor." Capstone Green Energy is a "provider of customized microgrid solutions and on-site energy technology systems." Associate sponsors will include Fernando Alonso’s Kimoa fashion, clothing, and accessories brand, Apple’s largest premium retail partner, Simply Mac, Seattle-based Jones Soda Co and NEFT Vodka (, 1/13).

SBJ Spotlight: TikTok’s threat to traditional sports media

While tech companies are consumed with finding ways to compete with TikTok, almost no one in conventional media “spends any time talking about it,” said Recode senior correspondent Peter Kafka in an Spotlight interview with SBJ’s John Ourand. “To me, that’s just an obvious disconnect.” Kafka authored a recent column headlined, “It’s TikTok’s world. Can TV live in it?” He said the main response to TikTok’s growth from traditional media execs has been to “punt and hope it’s someone else’s problem a quarter from now or two years from now.” But Kafka said that ignores the trend of conventional broadcast audiences growing older while a billion younger consumers spend most of their media time watching short video after short video. “If you’re in the business of getting anyone under the age of 30 to look at what you’re putting on a screen, you have to think about the fact that you’re probably asking them to put down TikTok and watch your thing instead,” said Kafka. “That’s a very difficult ask. … [TikTok] is insanely addictive.”

SBJ Morning Buzzcast: June 29, 2022

BioSteel makes a major move with the NHL, while the USFL looks for additional investors.

SBJ Unpacks: Thaddeus Young, NBA forward and venture capitalist

SBJ's Austin Karp posted up with NBA power forward Thaddeus Young. The 15-year veteran discussed his venture capital strategy, his investment in technology and much more.

Shareable URL copied to clipboard!

Sorry, something went wrong with the copy but here is the link for you.