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Indianapolis Motor Speedway Bolsters Marketing Clout with New Licensing Agreements

13 August 1999

INDIANAPOLIS - IMS Properties, the licensing arm of the Indianapolis Motor Speedway, has recently signed licensing agreements with nine companies for the manufacture of Speedway-related products.

Whether it's challenging interactive video games, a replica of the famous Indianapolis Motor Speedway to serve as the centerpiece at your next Indianapolis 500 party, or a poncho for a rainy day, a variety of products are available from the Speedway's new merchandising partners.

The new agreements come at a time when overall interest in Speedway-related events is soaring.

"We are confident that a strong licensing program, in conjunction with our new television package with the ABC and ESPN networks, and new advertising and integrated marketing campaigns, will increase brand awareness with our fans," said Dave Moroknek, director of licensing and consumer products.

"With the Speedway hosting the two largest single-day sporting events in the world, the Indianapolis 500 and the Brickyard 400, plus the long-awaited return of the Formula One United States Grand Prix at Indianapolis in 2000, we believe interest in our products will reach an all-time high."

Companies recently signed to licensing agreements include Lil' Fan, Ansa Kids, Trademarx Wallcoverings, UT Models/Gateway Global, PonchoBalls, Bridgepoint Marketing, AllStar Sportsline Products, Jakks Pacific and GT Interactive.

Lil' Fan and Ansa Kids manufacture youth, infant and toddler apparel and accessories, while Trademarx Wallcoverings targets the fast growing home furnishings industry with creative home decorations. PonchoBalls manufactures rain ponchos which come in convenient carrying cases resembling a golfball or racing tire.

UT Models/Gateway Global and Jakks Pacific have been licensed for a variety of die-cast models targeted for collectors of all ages, Bridgepoint Marketing will produce the replica of the world famous Indianapolis Motor Speedway, and AllStar Sportsline Products will produce automobile accessories.

Interactive video game software is being developed by GT Interactive in preparation for an Indianapolis 500/Pep Boys Indy Racing League game for personal computers, Sony PlayStation and Nintendo 64 game consoles. The release date is tentatively scheduled for March 2000.

IMS Properties currently has more than 100 licensees worldwide.

Editors Note: For hundreds of hot racing photos and racing art, be sure to visit The Racing ImageGalleries and the Visions of Speed Art Gallery.