Mar 26, 2011 at 07:41 PM
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Telemundo Gets Into IndyCar

IndyCar's Newman/Haas Racing (NHR) announced today that it has formed a marketing collaboration with Telemundo Communications Group. The partnership pairs Oriol Servia with NHR and links them with Telemundo, a division of NBC Universal. Telemundo will use the deal to provide value to advertisers and partners that are looking for a new platform to market to the Hispanic marketplace.

“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.

“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.”