INDY LIGHTS: Townsend Bell is going the 'Direcway' in Indy Lights

LOS ALTOS, Calif. - Dorricott Racing has changed the name of the Indy Lights' leading No. 30 car from "DirecPC" to the "DIRECWAY Lola." Townsend Bell drove the newly named car for the first time at Mid-Ohio Sports Car Course in round eight of the 12-race Dayton Indy Lights Championship, Aug. 12.

DIRECWAY is the new brand for Hughes Network Systems' broadband by satellite service, formerly called DirecPC. The DirecPC system, launched in 1996, was the first broadband Internet technology developed for the consumer market.

As consumer adoption rates increase, broadband by satellite service is expected to follow a similar acceptance curve as experienced by Direct Broadcast Satellite (DBS) providers such as Hughes Network Systems' sister company, DIRECTV.

"When we launched DirecPC, nobody knew what broadband was," said Sam Baumel, assistant vice president of Hughes Network Systems' North America Division. "Now that people have experienced fast Internet access at the office, they want the same speed at home. DIRECWAY can give broadband access to consumers throughout the United States right now."

In 1997, Bell was making his foray into professional open wheel auto racing when he met Hughes management at the COMDEX show in Las Vegas. He was introduced to other high tech companies, yet saw enormous potential in a relationship with a leader like HNS. A 22-year old hopeful with a dream inspired by a visit to the Indy 500 at the age of 10, Townsend Bell rose in the racing world, destined for a bright future.

"Townsend is the complete package in sports marketing. He gets it all: winning, marketing, customer and sponsor relationships, and most importantly, credibility," said Sam Baumel.

Formula-style, open-wheel racing has long been a spectator sport for well-educated, technology savvy consumers. Research shows that these racing fans are early adopters of new technology and heavy users of the Internet. Many progressive technology companies are embracing race cars and their drivers as vehicles to support and enhance their marketing and promotional activities including retail promotions, merchandising, sweepstakes, driver appearances, trade shows and special events.

Bell is excited about his partnership with DIRECWAY. When asked why he chose to pursue a sponsorship arrangement, he replied, "In order to be a spokesperson and to promote a company's product or service, nobody's going to believe you unless you really believe in the people and products that you're promoting. I have been and continue to be a huge fan of the technology now and the potential that it offers in the future."

Bell says he uses DIRECWAY every day, primarily for downloading content like business and racing news and "media content stuff." Bell is a man with a mission - and as he continues on a path to becoming a racing champion, DIRECWAY will be setting records right beside him.

Text provided by James Hyneman

Editors Note: To view hundreds of hot racing photos and art, visit The Racing Photo Museum and the Visions of Speed Art Gallery.