Indy 500 roars ahead

Courtesy CBS.MarketWatch.com August Cole Author

INDIANAPOLIS (CBS.MW) -- Though the confusion over who really won this year's Indianapolis 500 isn't going away, the suspense over the bang-bang ending reaffirms the race's relevance in the world of motor sports.

The down-to-the-wire finish of fuel-starved Helio Castroneves over a hard-charging Paul Tracy capped a day of drama that showed why fans show up by the hundreds of thousands to watch the race.

The stakes were high, and not just drafting in the turns at 229 mph. Castroneves' share of the purse was $1.6 million, adding to the bankroll he started in winning the race the year before. A repeat at Indy in this era has been as unlikely as the drivers eschewing a helicopter ride to the track. But that's what happened at the 86th annual event.

This year's race had more turns of luck than a 3 a.m. blackjack session. Crashes robbed many contenders, like Tomas Scheckter, of their leadership spots, disappointing those who'd wagered on those cars but delighting the Indy partisans, who could thumb their noses at those critics who claim oval-track racing is boring.

For the sponsors, it's anything but. With an official Indy 500 credit card, an official watch, restaurant and clothier, about the only things remaining sponsorless are the bathrooms. But that may come in time.

The names are well known: Coors, GM - Chevrolet had engines in 26 of the 33 cars, Safety-Kleen, trophy sponsor Borg Warner, Maurice Lacroix, MBNA , and WorldCom are just a few of the many companies that have signed on with the race.

What they're going after is the fan base. The race is an institution in the United States, although the CART league is making inroads into the allegiance of Indy-type racing aficionados.

But Indy fans are dedicated. Tickets aren't cheap, with good seats at $75 or more, putting a crimp in a big family's budget. And camping in northwest Indianapolis is about as appealing as it sounds.

And though it is television coverage that sponsors use to justify the money they pony up, the fans in the stands are the ones most intensely focused on the messages, able to feel their beer cans shake as the cars rip by.

Upping the ante

Next season, even Honda will dial it up. The Japanese automaker, with a history of involvement in racing cars and motorcycles, will supply engines to competitors in the Indy Racing League. With the company's Civic already a hit among the sport-compact tuning set, further cozying up to the league will bump up its profile at a time when it needs it in light of Toyota's effective sweep in the latest J.D. Power initial quality survey.

It's a good time to get involved.

With two wins in a row, it's a sure bet that fans, and sponsors, will be watching Castroneves and anticipating another duel at next year's Indy 500, where he could notch an unprecedented third-straight victory.

Tickets are already on sale online and the race organizers anticipate a speedy sellout.