New partners and sponsors continue to climb aboard for 2010
Monday wasn’t just the first day of the American Le Mans Series’ annual Winter Test at Sebring International Raceway. There were several major announcements from the Series as momentum continues to build for the start of the 2010 season at the 58th Mobil 1 Twelve Hours of Sebring presented by Fresh from Florida.
INTERSPORT TO PRODUCE CBS BROADCASTS: The American Le Mans Series is taking its television platform to the next level by way of an agreement with Emmy Award-winning Chicago based Intersport which will serve as the production partner for the Series’ two CBS Sports broadcasts in 2010. The Chicago-based media and marketing giant gives the American Le Mans Series a premium partner for two of its showcase events in 2010.
Working alongside the American Le Mans Series, Intersport will use its creative and innovative approach to create two 90-minute ‘docu-drama / lifestyle / feature type’ television programs based on Series’ events at Mazda Raceway Laguna Seca in May and Mid-Ohio Sports Car Course in August. Coupled with track action, interviews and other timely content from each race, Intersport will inject revealing, behind-the-scenes look at the American Le Mans Series as well as explaining the science, technology and a historical perspective of road racing.
“This is admittedly a very bold step for us to take, but I believe it also represents a tremendous opportunity for the American Le Mans Series and all our stakeholders,” said Scott Atherton, President & CEO of the American Le Mans Series. “Intersport has established a reputation for creating innovative media content that gets results. It also has set the benchmark for creativity in generating a ‘buzz’ around its projects that makes people want to watch. We could not be more pleased to be working with them on these new television and social media initiatives.”
Intersport is a name familiar to fans of the American Le Mans Series and sports car racing around the world. It produced the highly acclaimed “Truth in 24” documentary in 2008, an award-winning film that chronicled Audi Sport’s quest for a fifth consecutive victory at the 24 Hours of Le Mans.
Scott Atherton: ““It continues to be gratifying that non-endemic corporations understand that the American Le Mans Series offers a unique opportunity and return on investment.”
SERIES ADDS YANCY’S FANCY PARTNERSHIP: The American Le Mans Series today announced at its Sebring Winter Test that Yancey’s Fancy has become the official cheese of the world’s premier professional sports car circuit. The largest producer of cheese curd on the East Coast will partner with the Series for activation opportunities that will include special events, at-track presence and promotions that will include the introduction of new and exciting brands.
“It continues to be gratifying that non-endemic corporations understand that the American Le Mans Series offers a unique opportunity and return on investment,” Atherton said. “The ability to activate and offer Yancey’s Fancy brands to our constituents and fans who not only demonstrate an intense loyalty to the Series but represent an extremely favorable audience for our new partner creates a perfect scenario for both parties.”
Yancey’s Fancy activation plans include using the American Le Mans Series logo on signage at promotional events nationwide, with point-of-sale opportunities in sales promotions with customers in existing Series’ race markets, for regional and national tasting events and on select Yancey’s merchandise, the corporate website, and press releases.
Peugeot set its lineup for a two-car attack at Sebring next month.
PEUGEOT CONFIRMS TWO RACE ENTRIES: After winning the 24 Hours of Le Mans and Petit Le Mans in 2009, Peugeot will again enter two cars for this year’s Sebring race.
Peugeot Sport confirmed Monday its entry with two diesel-powered factory Peugeot 908 HDi FAPs. It will mark the third straight year that Peugeot has contested the Sebring classic in central Florida.
Anthony Davidson, Marc Gené and Alexander Wurz – the latter two drivers part of the winning Peugeot with David Brabham at Le Mans last year – will share one Peugeot 908 at Sebring. Sebastien Bourdais, Pedro Lamy and Nic Minassian will drive the second car.
DYSON BRINGS MEYRICK ABOARD: British racer Andy Meyrick will be joining Chris Dyson and Guy Smith in the No. 16 LMP2 Mazda Lola Coupe for the three 2010 American Le Mans Series long-distance races.
Starting with the season-opening Mobil 1 Twelve Hours of Sebring presented by Fresh from Florida on March 20, Meyrick will also partner in the six-hour American Le Mans Series Monterey presented by Patrón on May 22nd, the season-closing 1,000 mile Petit Le Mans on October 2 and may join the team at additional tests throughout the season.
“Andy’s talent and determination came through very strongly at our two winter tests. He impressed us greatly with his speed, maturity and general approach to the team. It was a very good fit straight away,” noted Chris Dyson, Vice President and Sporting Director. “We won the Petit Le Mans last year and the team looks forward to having Andy on board for all three of this season’s endurance races. We welcome him to American sports car racing and expect he will showcase his talent quickly. It will not take long for the fans to see what we saw when he first got behind the wheel.”