![]() "The days when you could get a sponsor just because he thinks race cars are cool are long gone. "You have to show them a return," he said. Galles said his team's approach to sponsors - handling all corporate hospitality, pit tours and other aspects - reassures corporate partners that they're getting value beyond slapping their logo on a race car. The driver hasn't been disclosed, but talks with sponsors have reached serious stages and should produce a deal within several weeks. In addition, he's eyeing a second IRL team for 2001. With TV Guide in place, Galles now has just one associate sponsorship left to fill. The chance to work with Al Unser Jr., a well-known driver, cinched the deal. "It's also a way to build stronger name recognition."Ĭhampagne said the IRL was a natural choice because NASCAR has peaked and CART doesn't have the same reach. "You're talking about a whole weekend and with things like driving schools you really get a chance to spend a lot of time with your clients," he said. Michel Champagne, vice president of marketing at Starz Encore, said the sponsorship works because it is ideal for entertaining clients. , the Galles team's lead sponsor in 2000, agreed to let the team get out of its deal and find a new primary backer.ĭenver-based Starz Encore owns and operates 12 movie networks. That led to talks of a bigger deal in 2001. ![]() At an IRL race this season, Starz Encore brought 6,000 customers and employees. Galles said the Starz Encore deal, valued at $2.5 million to $4 million annually, resulted from the company's existing associate sponsorship. "These sponsors work very well because they're in the same business and they have links to one another," said Rick Galles, team owner. Galles Racing, based in Albuquerque, N.M., runs an Indy Racing League team piloted by driver Al Unser Jr. comes aboard as a major associate sponsor. The move comes at the same time that Gemstar-TV Guide International Inc. S tarz Encore Group, operator of cable and satellite movie channels, has signed as primary sponsor for Galles Racing next season.
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