Porsche has seen nearly $5.3 million in sponsor mentions through three events of the 2005 American Le Mans Series.
Partners and sponsors of the American Le Mans Series continue to see a tremendous return on their investments, proven by a study and analysis following the American Le Mans at Mid-Ohio. In all, no less than eight sponsors have received more than $1 million in television advertising. Of those, six have topped the $2 million mark and two have seen returns of more than $3 million through three rounds of the ALMS.
The figures were compiled following the American Le Mans at Mid-Ohio, Round 3 of the 2005 ALMS, using data provided by the Michigan firm of Joyce Julius and Associates, Inc.
"With the addition of new sponsors and increased activation by existing core partners, we have created unique branding and exposure elements to our broadcasts which deliver added value and relative brand integration which results in increased measured ROI as reported by Joyce Julius," said Scott Duncan, Vice President of Sales and Marketing for the ALMS. "We strive to continue the delivery of this ROI in the remaining broadcasts as well as launch new initiatives that give the show added content. We are looking forward to the rest of 2005, and beyond with our valued television and sponsor partners."
Porsche ($1.46 million) and Mazda ($1.15 million) were the big winners in sponsor mentions at the American Le Mans at Mid-Ohio, as both claimed class victories on the Mid-Ohio circuit. For the season, Porsche has seen $5.29 million in returns, followed by Chevrolet, a two-time winner on the track this year, at $3.02 million. Pirelli, Michelin, Mobil 1 and Panoz also have seen in excess of $2 million in broadcast exposure.
All 10 rounds of the 2005 ALMS are televised: three on CBS Sports and seven on SPEED Channel. The next race for the American Le Mans Series is the New England Grand Prix, set for 3 p.m. July 4 at Lime Rock Park. SPEED Channel will provide live coverage, along with American Le Mans Series Radio at americanlemans.com.
