The Indianapolis Motor Speedway has hired Hardcard Holdings, a leading motorsports management and consulting firm specializing in motorcycle events, IMS President Joie Chitwood announced Feb. 19.
Hardcard, led by veteran executives and company co-founders Andrew Leisner and John Farris, specializes in consulting, sales, media and brand management services connected to the motorsports industry.
“The Speedway has been looking at hosting a motorcycle event for some time, and we continue to be enthusiastic about the prospects, †Chitwood said. “Hardcard will advise and consult with the Speedway as we continue to pursue and devise plans for this exciting opportunity.
“Hardcard’s experience, contacts and accomplishments in motorcycle motorsports are unmatched, and we look forward to the value they bring to the IMS team. â€
Leisner has worked in the motorcycle industry for his entire career. A former Grand Prix rider, he has worked as a team manager for a national championship-winning motorcycle racing team, a publisher of a national motorcycle road-racing magazine and vice president of AMA Pro Racing.
Before joining Hardcard, Leisner was a vice president of Mazda Raceway Laguna Seca, where he promoted MotoGP, AMA Superbike, American Le Mans Series, A1GP, Grand Am and historic racing events.
“The reception John and I have had about Hardcard from the motorcycle and motorsports industry has been overwhelmingly positive, †Leisner said. “Being able to work with such an esteemed client as Indianapolis Motor Speedway on such an exciting project is truly an honor and a privilege. â€
Farris has been involved in motorsports, automotive marketing and motorcycle racing since 1983, most recently as vice president of commercial development with AMA Pro Racing. In this role he managed the commercial side of the AMA championships and was responsible for sanction agreement negotiation, media rights, sponsorships and marketing. His efforts contributed to a five-fold increase in commercial revenues for AMA’s five professional racing series.
Before joining AMA Pro Racing, Farris spent 17 years working for General Motors as a sales and marketing executive. His responsibilities included management of Chevrolet’s sponsorship of motorcycle racing series, tracks and teams.
Hardcard co-founder Scott Hollingsworth remains with the company as a strategic advisor.
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