Texas A&M's Motor Racing Promotion Plan Makes Its Mark at the Indy 500
In a unique partnership for the upcoming Indianapolis 500, Felix Rosenqvist, driver of the No. 60 SiriusXM Honda, will showcase the Texas A&M logo on his helmet and driver suit throughout the 16-race IndyCar season. The agreement, signed on March 28, stipulates that the branding must be visible on Rosenqvist's in-car camera during Fox's IndyCar broadcasts, reportedly at a cost of $60,000.
R. Ethan Braden, Texas A&M's vice president and chief marketing officer, who facilitated the deal, sees this as an opportunity to connect with the university's extensive alumni base of over 600,000 Aggies. Braden expressed enthusiasm for Rosenqvist, a top-five IndyCar driver with a significant following, and the unique placement of the advertisement on his helmet, as he is one of the few drivers with an inboard camera.
After a successful 2023 season, Rosenqvist is set to continue with Meyer Shank Racing, co-owned by Michael Shank and four-time Indy 500 winner Helio Castroneves, with Liberty Media holding a minority stake. The livery on his car already attracts attention, adorned with imagery promoting the rock band Creed, which has enjoyed a resurgence in popularity following the Texas Rangers' 2023 World Series run.
Braden praised the Swedish-born driver as a terrific spokesperson for the school, invested in veteran and military affairs. He highlights the marketing potential of motorsports audiences, with 41% being female and 31% having a military connection. Despite IndyCar not boasting the same audience size as NASCAR, Braden is intrigued by the relatively inexpensive sponsorship, aiming to assess its success before committing further to marketing through IndyCar.
This isn't the first time Braden has combined university marketing with motorsports, as he previously worked on similar projects at Purdue University in Indiana. schools such as Alabama, Penn State, Auburn, Maryland, and Virginia Tech have also agreed to sponsorships with NASCAR, and Texas A&M signed a $160,000 primary sponsorship deal with Stewart-Haas Racing for two NASCAR events last October.
The university aims to raise its profile, with Mark Welsh, president of Texas A&M and a four-star retired general, encouraging bold marketing moves. Braden reveals his excitement for the 2026 IndyCar Grand Prix scheduled for Arlington, predicting strong support from the university's community.
People from Texas A&M's extensive alumni base, including over 600,000 Aggies, might find an affinity with sports like racing due to the university's partnership with IndyCar driver Felix Rosenqvist. This partnership, which involves Rosenqvist showcasing the Texas A&M logo on his helmet and driver suit, could attract female and military-connected audiences, two key demographics in motorsports.
