TELEMUNDO STATION GROUP ENTERS INTO LANDMARK SPONSORSHIP DEAL
WITH INDY CAR SERIES TEAM - NEWMAN/HAAS RACING
PRECEDENT SETTING RELATIONSHIP TO CREATE NEW MARKETING
OPPORTUNITIES TO THE FAST-GROWING U.S. HISPANIC MARKETPLACE
LINCOLNSHIRE, Ill. (March 26, 2011) – Newman/Haas Racing (NHR) announced today that the Telemundo Communications Group, a leading producer of high quality content for Hispanics in the U.S. and audiences around the world, has developed a marketing collaboration with the team’s No. 02 car entry with driver Oriol Servia for the 2011 IZOD INDYCAR Series season. The partnership reunites Servia with NHR, one of the most successful teams in the history of open-wheel racing and links them with Telemundo, a division of NBC Universal.
“Our clients are always asking us for new opportunities to reach the Hispanic consumer. Now Telemundo Station Group can offer a new and unique branding opportunity in a sport that has international appeal just like our soccer and boxing properties,” said Jose Jimenez, Account Manager of Telemundo National Sales Office, Miami.
Servia, a native of Catalonia, Spain, has made 15 starts for NHR, which include his first Indy car win (Montreal 2005) and pole (Surfers Paradise, Australia 2005) as well as a total of seven top-three, 11 top-five and 13 top-10 finishes. In 2005, Servia replaced NHR driver Bruno Junqueira, who suffered a season-ending injury at the Indy 500 on May 29, and then went on to finish second to teammate Sebastien Bourdais in the point standings after 11 events with the team. Servia returned to NHR in 2009 for four races with a season-best finish of fourth at Twin Ring Motegi.
“I am very happy to be back in the INDYCAR Series with Newman/Haas Racing, which has always been my best recipe for success, and to represent Telemundo and their partners,” said driver Oriol Servia. “We have been working really hard to put a program together with Telemundo and have had a genuine connection with them since the beginning. The U.S. Hispanic population is not only an important segment overall, but it is also an important fan base for our sport. The team and I are really eager for success and will do whatever it takes to get where we want to be which is the top of the podium.”
“We are very pleased to have Oriol Servia back and excited about what is a ground-breaking program with media giant Telemundo,” said Carl Haas, founder and owner of Newman/Haas Racing. “Together we can expand the reach and excitement of the IZOD INDYCAR Series.”
“This sponsorship is precedent-setting in that it pairs one of the iconic names in motorsport, Newman/Haas Racing, with Telemundo, one of the world’s fastest growing media properties to expose the excitement of Indy Car racing to the Hispanic marketplace like never before,” said Chris Lencheski, President and CEO of Phoenicia Sport and Entertainment. “For years brands have been looking for a consistent platform in racing to activate with the Hispanic marketplace, and by securing a telegenic and successful driver in Oriol Servia, Telemundo has found that platform. There is now an opportunity for a host of brands who have never embraced racing to gain exposure to millions of fans around the world through a very unique relationship.”
Richard Adubato, CEO & Co-Founder of Dyno Marketing added, “Dyno Marketing and TrinidadScot have been working in partnership for well over a year to develop a national, integrated multi-media sports platform with Telemundo and impreMedia, two of the most powerful names in Hispanic media. We are thrilled that Newman/Haas Racing has engaged with Phoenicia Sports & Entertainment and us to bring such an exciting world-class sport and their sponsors to the most rapidly growing demographic in the country. This is a perfect match.”
The 2011 IZOD INDYCAR Series (IICS) season-opening Honda Grand Prix of St. Petersburg will take place March 27. NHR took their first IICS victory, and 106th overall, in the event in 2008 with Graham Rahal behind the wheel..
Telemundo Communications Group, Inc. & Subsidiaries (“Telemundo”), a division of NBC Universal, is a world-class media company, leading the industry in the production and distribution of high-quality Spanish-language content across its multi-platform portfolio to U.S. Hispanics and audiences around the world. Telemundo’s multiple platforms include Telemundo, a Spanish-language television network featuring original productions, theatrical motion pictures, news and first-class sports events, reaching 94% of U.S. Hispanic viewers in 210 markets through its 14 owned-and-operated stations, 46 broadcast affiliates, and over 1,000 cable affiliates; Mun2, is the lifestyle cable network for today's culture connectors (C2s) – bicultural Latinos. As the bilingual network that amplifies the Latinos experience, Mun2 is uniquely American and reaches over 35 million U.S. TV households nationwide on digital and analog cable, satellite and free television; Telemundo Digital Media, which leverages Telemundo’s original content for distribution across digital and emerging platforms including mobile devices and www.telemundo.com and www.holamun2.com; and Telemundo International, the company’s international distribution arm which has positioned Telemundo as the second largest provider of Spanish-language content worldwide by syndicating content to more than 100 countries in over 35 languages.
About Phoenicia Sport & EntertainmentÒ
Based in New York City with offices in Bethlehem, PA, London, UK and Toronto, CA; Phoenicia Sport & EntertainmentÒ (PSE) is a specialized sports and entertainment management, brand-strategist, activation-marketing and content company operating as four distinct organizations under one umbrella: Phoenicia ConsultingÒ, Phoenicia ActivationÒ, PhoeniciaSocialÒ and PhoeniciaFinanceÒ. Phoenicia Sport & EntertainmentÒ senior management offers global expertise with well-documented successes in sport at significant senior levels with experience in the Olympics, Formula 1, IZOD IndyCar, Le Mans, MLB, Sport/Entertainment Licensing, NHL, Susan G. Komen and the NFL. With BrandweekÒ Magazine award-winning experience in sales promotion and activation, displaying our continued success for our client portfolio, PSE is proud to support multiple charities and philanthropic endeavors. www.phoeniciasport.com
About DYNO Marketing
Dyno Marketing, LLC is a private consulting firm focused on leveraging the power of leading brand equities in sports and entertainment. Dyno Marketing utilizes its transactional expertise and understanding of key underlying relationships to create attractive opportunities for its clients and partners. Dyno Marketing undertakes its projects only when it is positioned to significantly impact and drive success.
“The advent of the bicultural Latino.” TrinidadScot is a contemporary multicultural team targeting the new bicultural Hispanic narrative. Together with our clients, we look to enhance that place where consumers experience and interpret. For brands like HBO Latino, TurboTax, and State Farm, we dissect demographics and cultural icons; develop ideas that influence the multicultural narrative; and engineer content and brand messages that get to the emotional core of an audience. www.trinidadscot.com
About Newman/Haas Racing
Newman/Haas Racing (NHR) was formed by actor/race car driver Paul Newman and racing entrepreneur Carl Haas and is one of the most successful open wheel racing teams competing today. In 2011 the team will participate in their 29th consecutive season of competition and will attempt to add to the eight championships, 107 race wins and 109 pole positions they have earned to date. For more information, log on to www.newmanhaasracing.com, www.newmanhaasdelivers.com or www.indycar.com Honda Grand Prix of St. Petersburg will be televised live on ABC at 12:30 p.m. ET Sunday. Live timing & scoring can be seen free of charge on www.indycar.com