INDYCAR Revs Up Sponsorship Intelligence In Long-term Partnership With Hookit

24 May 2018, San Diego, CA – In the buildup to Sunday’s 102nd running of The Greatest Spectacle In Racing, INDYCAR, the sanctioning body of the Indianapolis 500, has partnered with leading sponsorship valuation provider, Hookit.

Through the long-term partnership, Hookit, now the Official Data Supplier of INDYCAR and Indianapolis Motor Speedway, will provide insights and evaluation for INDYCAR on the performance of its events and promotional campaigns for its sponsors.

“At INDYCAR we are always looking for innovative new ways to succeed, both on the track and off,” said CJ O’Donnell, Chief Marketing Officer for INDYCAR and IMS. “By partnering with Hookit, we are taking our sponsorships to a new level in terms of the value we will be able to create and prove as well as the effectiveness of our campaigns.”

As part of the partnership with INDYCAR, Hookit is providing data and insights to all INDYCAR teams, building on the pillars of Innovation and Technology within the series. Kimberly Cook, Chief Revenue Officer at Hookit, praised the partnership, saying “At Hookit, we continue to grow our presence within the motorsports community and are excited to be partnering with INDYCAR which has among the most dedicated fan base in the world, especially in the Indy 500 and at Indianapolis Motor Speedway. Sponsors are at the core of racing, so helping INDYCAR prove the great value it brings along with its fans and teams to its partners is key to continued growth in the sport.”

INDYCAR teams and sponsors are encouraged to reach out to to learn more about the partnership and platform.


INDYCAR is the governing body of: the Verizon IndyCar Series, the premier open-wheel racing series in North America; the Mazda Road to Indy presented by Cooper Tires development ladder, which includes Indy Lights presented by Cooper Tires, the Pro Mazda Championship presented by Cooper Tires and the Cooper Tires USF2000 Championship powered by Mazda; and the Battery Tender Global MX-5 Cup presented by BF Goodrich Tires. INDYCAR events are available to a worldwide audience through a variety of multimedia platforms, highlighted by broad-reaching partnerships with ABC and NBCSN.

INDYCAR is continually at the forefront of motorsports innovation with drivers, teams and tracks benefiting from safety and technological improvements such as the SAFER Barrier, SWEMS wheel and chassis component tethers, chassis enhancements, advanced aerodynamic bodywork kits, high-definition in-car cameras and E85 ethanol fuel.

About Hookit

A pioneer in the spontech space, Hookit is the leading single source platform for quantifying sports sponsorship value across all forms of media. Hookit works with brands and rights holders to expand their sponsorship intelligence, allowing them to buy and sell sponsorships more effectively.