SP Guest Insight: Observing the 2021 Indy 500 through a sponsorship marketing lens

Nicole Aquias
  • May 21, 2021
  • Nicole Aquias
Nicole Aquias analyzes this year's edition of the Indy 500 and compares the prestigious race to its parent competition.
The Greatest Spectacle in Racing is back and has shocked motorsport fans across the world.

The Indianapolis Motor Speedway announced that the 105th Indy 500 Presented by Gainbridge will host the largest sports event since the beginning of the COVID-19 pandemic, as this month’s race is looking to hold 135,000 spectators for the prestigious competition.

Recent articles have emphasized the announcement of the race’s 40% fan capacity as the event sparks a familiar excitement just weeks away. Indy fans not only get to experience the race in-person this year, but they also get to enjoy the social elements and activities that accompany attending live events.


Analyzing SponsorPulse data, the property shows an engagement rate of 37% among Americans in the past 12 months, with 24% of this cohort claiming to be excited about the event and what it represents. Interestingly, the IndyCar event generates a higher excitement level than the series it competes in, demonstrating that sometimes a team or event can be more marketable than the league/series that they compete in.

To learn more about the Indy 500, IndyCar Series, and other motorsport properties, visit www.sponsorpulseimi.com