Newman/Haas Racing is planning a "digital relaunch and expansion and outreach for new partners" as the IndyCar team bids to revitalize itself for the future.
Phoenicia Sport and Entertainment, a marketing services and communications firm headed by industry veteran and former SKI & Company CEO Chris Lencheski, will assist Newman/Haas in its new program. Phoenicia says this will include "the creation of an integrated business development platform that will involve an IZOD IndyCar Series industry, first multi-tiered business development microsite – www.newmanhaasdelivers.com – for all current and new business partners to use as a resource for their business development with Newman/Haas Racing."
The eight-time champion team fell on hard times in the IZOD IndyCar Series this season, contracting to a single-car entry for Hideki Mutoh before adding a second car later in the year for Graham Rahal – who is not expected to remain with the team next season. Following the death of team co-founder Paul Newman in 2008 and additional partner Mike Lanigan's departure from the team, speculation surfaced that Newman/Haas' future might be in jeopardy, but its new venture suggests the team is determined to continue.
“We are very excited to be working with Newman/Haas Racing and their team as they look to re-engage and reinvigorate one of sports' legendary race teams,” Lencheski said. “Most people know the name, and have been engaged by their sponsors or drivers over the years, and it is time to re-tell the story and bring in new corporate partners with this approach. We feel that the time is right for that re-engagement and are happy to be assisting Carl and his team with this effort.”
“The Newman/Haas Racing brand has always been one with a very high standard of excellence, and we feel Chris and his team are the right ones to help us grow at this critical time, not just for us but for all of motorsports,” said Carl Haas, co-founder of Newman/Haas Racing. “There are many people who enjoy racing and all its elements but may not understand the opportunities that exist today. This will help us engage and identify those people and take a big step forward in our growth for the future.”
The team's new micro site, www.newmanhaasdelivers.com, which went live on Oct. 15, "tells the story of Newman/Haas Racing through its partners, its drivers, its technology breakthroughs over the years and will give a window into the value of racing and the 360-degree engagement opportunities at a value-entry point for corporate partners," Phoenicia says, adding that it will offer "a step-by-step guide on the opportunities available today. It will be followed by a series of other announcements through the fall and early winter."