INTERNATIONAL MOTOR SPORTS ASSOCIATION IMSA Hits the Accelerator Heading into Its 50th Anniversary Season In the Beginning As the “Home of Motorsports,” NBC also carries NASCAR and IndyCar In 1969, IMSA, the International races. With the network’s practice of Motorsports Association, was born from cross promoting its properties, race the vision of John and Peggy Bishop, fans of all ages will know when and together with Bill France Sr. Although where to watch IMSA’s races, leading to John Bishop was executive director of an increase in exposure for its partners. the Sports Car Club of America, he was “This gives us the opportunity to plan not pleased with the direction the sport long-term strategies and see them was headed. France, the founder of through to fruition over the course of NASCAR, wanted to bring the same many years,” said Atherton. level of professionalism to sports car racing that he had already brought to A Series of One Dozen stock car racing. One of the unique aspects of IMSA’s Shortly after the founders’ first meet- WeatherTech Championship is the num- ing, IMSA held its first event in October ber of races that make up a season. 1969, for Formula Fords on the ¾-mile IMSA schedules 12 races a year at infield oval at Pocono Raceway. There some of the most famous and iconic were 348 spectators. tracks in North America. Limiting the number of races in the series increases Evolving over Time PHOTOS: IMSA fan anticipation. But, with races ranging Over the past five decades, IMSA The No. 6 Team Penske Acura DPi leads the field to the green flag. from 100 minutes to 24 hours, IMSA has gone through a variety of forms packs a lot of racing into every season. and names. The IMSA GT series tions) and truly made a commitment guide, once we get people to sample In fact, IMSA competitors log as many became the Camel GT in 1972 when to merge the two into one with a best our product, they quickly become miles/hours of racing in the year’s first R.J. Reynolds Tobacco became the first practices approach,” said Scott fans.” two events as an IndyCar competitor title sponsor of the series. The series Atherton, president and chief operat- The additions of WeatherTech, does in an entire season. thrived through the 1980s and featured ing officer of IMSA. Michelin and other key sponsors have The season opens in January with the such racing legends as Hurley Haywood Over the past six years, IMSA has given IMSA a stability it hasn’t achieved “Super Bowl” of sports car racing — the and Geoff Brabham, along with other seen tremendous growth. Visitors to in many years. Rolex 24 At Daytona. The series includes legends, including Mario Andretti and IMSA’s website have increased by 40 three other endurance races — Mobil 1 A.J. Foyt. Hollywood stars such as Paul percent year over year (YOY), while 25 NBC — The Home of Twelve Hours of Sebring Presented by Newman, Gene Hackman, Tom Cruise percent more people follow IMSA on IMSA and Motorsports Advance Auto Parts (Florida), Sahlen’s Six and Patrick Dempsey have also raced social media than in 2017. In addition Hours of the Glen (Watkins Glen, N.Y.) In 2018, IMSA and NBC Sports signed in various IMSA series. to a 10 percent increase in unique tele- and Motul Petit Le Mans (10 hours) at a six-year deal that kicks off this season. The Bishops sold the organization in vision reach YOY, there has also been a Michelin Raceway Road Atlanta. A sep- Every race in the WeatherTech 1989. The challenging economy of the 25 percent increase in the number of arate award is presented for the best Championship, IMSA Michelin Pilot 1990s proved to be a difficult period for hours of live race coverage streamed combined performance in these four Challenge, IMSA Prototype Challenge IMSA that resulted in changes to the by fans and a 10 percent increase in long-distance endurance races. and the other single-make series it organization, including its name and earned video views YOY. Along with sanctions will be televised on NBC or ownership. these gains in the metrics, IMSA boasts NBCSN throughout 2019. Not Your Average Don Panoz, an entrepreneur from a robust lineup of iconic corporate part- In total, NBC Sports will present more Racing Fan Georgia, took ownership and returned ner brands driving B2B and B2C than 100 hours of IMSA coverage, a 25 Fans of IMSA’s sports car racing series the organization’s name to IMSA. He objectives. percent increase across its broadcast, stand out in the crowd. IMSA’s average created a partnership with Automobile cable and digital platforms. Additionally, fan is highly educated and typically Club de l’Ouest (ACO), organizers of 24 From WeatherTech NBC’s website and sports app will offer earns more than the average Hours of Le Mans, which led to the for- to Michelin flag-to-flag live streaming coverage of American. When they attend an IMSA mation of the American Le Mans Series every WeatherTech Championship race, race, these avid car enthusiasts get (ALMS). In 2015, WeatherTech, known for its providing a consistent viewing platform unprecedented access to the drivers In 1999, a new sports car sanction- premium, custom-fit car floor liners, for fans and sponsors. and cars. All of the drivers are available ing body was founded — the Grand signed a multiyear agreement as title American Road Racing Association. For sponsor of IMSA’s premier series, which the next 13 years, the two organizations features four classes of cars. David competed aggressively against each MacNeil, WeatherTech’s founder and other — for drivers, fans, sponsors, tracks CEO, is also a road racer and his son, and media. Cooper, is a successful racer in the series. “WeatherTech is a great marketing The Unification of the partner, with a line of great premium Sports Car World products and high-quality people,” said In 2012, Panoz sold IMSA and the Atherton. ALMS to Grand American Road Racing. Michelin, a brand that has become This brought sports car racing under one synonymous with safety, performance umbrella, with IMSA serving as the sanc- and excellence, begins as IMSA’s tioning body. “Official Tire Supplier” this year. The multi- The current version of IMSA, with year deal, one of the longest in IMSA’s NASCAR chairman and CEO Jim history, is the core of Michelin’s North France serving as its chairman, began American marketing platform. six years ago. IMSA combined the best “Michelin’s marketing and activa- of the previous two organizations — the tion plan is going to expose our best cars and rules — to form a united product to an audience, to a popula- sports car series. tion that perhaps has never heard of “We embraced the diversity and it,” said Atherton. “But we’re confident different cultures (of the two organiza- they’ll be intrigued and, if history is our The No. 63 WeatherTech Ferrari speeds through the night at last year’s Rolex 24 At Daytona. 34 SPECIAL ADVERTISING SECTION I STREET & SMITH’S SPORTS BUSINESS JOURNAL JANUARY 21-27, 2019 INTERNATIONAL MOTOR SPORTS ASSOCIATION IMSA IMSA founders John Bishop (l) and Bill France Sr., 1969. Fans have the opportunity to get close to the cars and drivers at the IMSA President Scott Atherton and BMW driver and racing pre-race grid walk. legend, Alex Zanardi rang the NASDAQ Closing Bell earlier this month. for autograph sessions and an open 500 and the 2007 winner of “Dancing The season opens at the Rolex 24 The Future Looks Bright grid walk on pit row allows thousands of with the Stars”; Juan Pablo Montoya, a At Daytona with a celebration of the fans to take an up-close look at the two-time Indianapolis 500 champion drivers and teams, while the Mobil 1 As IMSA becomes more mainstream, cars minutes before the start of each and ranked among the top 50 Formula Twelve Hours of Sebring will recognize the outlook for its future growth is on an event. One drivers of all time; and IMSA veter- racetracks. The Rolex Monterey upward trend. More fans are being intro- At every race, fans take part in IMSA- ans Jordan and Ricky Taylor. Motorsports Reunion at WeatherTech duced to the sport, leading to organized car corrals, where they can “Having Hélio and Juan Pablo in our Raceway Laguna Seca typically fea- increasing ticket sales and viewership. display their personal sports cars. paddock has, without question, been tures a manufacturer. This year, IMSA “IMSA has a strong foundation and Corvette and Porsche, among others, a boost to the WeatherTech will be the featured marque, making as bright a future as it’s ever had,” said organize their own car corrals for owners Championship,” said Atherton. “Their it the first time a sanctioning body will Atherton. “We have a combination of of those high-end cars. These activa- household name status has had a be celebrated at the highly regarded long-term sustainability and an unprec- tions include dedicated hospitality, new positive impact on IMSA.” event. And, in the season finale at the edented level of professionalism. We car displays and private race team Making his North American sports car Motul Petit Le Mans at Michelin have world-class teams, drivers, manu- appearances. racing debut at the Rolex 24 At Raceway Road Atlanta, the festivities facturers, event promoters, and In addition to the automotive dis- Daytona is two-time CART champion will wrap up with a celebration of the marketing and broadcast partners.