The definition of “valuable” in motorsports—and with the Indianapolis 500, in particular—is about sponsorships. The IndyCar Series can’t exist without them.
“Sponsorship is what drives our business,” said Terry Angstadt, president of the IndyCar Series’ commercial division.
It doesn’t take a winning driver to have the most sponsors. It does, however, take skill and charisma, looks and potential, Angstadt said.
Which brings us back to Patrick and our rankings of who will be the most valuable drivers in Sunday’s Indianapolis 500.
Last year, Patrick placed 22nd at the Speedway, but she still pulled in about $15 million for her personal and team sponsors, according to Joyce Julius.
This year, Patrick is in much the same position, if not a better one. Not only does she still count GoDaddy and Motorola among her sponsors, but she’s also picked up Boost Mobile.
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Bob Parsons, CEO of Go Daddy, said Patrick is a rare gem when it comes to sponsorships. She is the first woman to win an IndyCar race, the Japan 300. He described her as talented, exciting, edgy and, of course, “a woman” and “hot.”
“I’d tattoo her if I could,” he said.
“If you go to the race, any race, it doesn’t matter if Danica’s finished 10th,” he said. “You look at the media and fans, they’re all around Danica.”
Is there anyone else who can match Patrick’s golden touch for sponsorships?
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Well, if a study of how much time other drivers’ sponsors spent on TV during last year’s Indianapolis 500 is any indication, the answer is: not really, according to an extrapolation of the Joyce Julius study.
