FOX In-Car Graphics Sparks Sponsor Visibility Concerns Among IndyCar Teams
FOX Sports' new in-car graphics overlay at the St. Petersburg IndyCar race has created unexpected challenges for teams and their sponsors. The overlay, which displays real-time performance data like throttle, brake, and gear information, covers valuable sponsorship space on the inner aeroscreen ring.
Key Impact on Sponsorship:
- The inner aeroscreen ring generates more than double the broadcast screentime value compared to sidepods
- Teams pay $350,000 per season for in-car cameras to showcase sponsor logos
- The new graphics overlay blocks sponsor visibility, causing contract fulfillment issues
Racing car interior dashboard view
Sponsorship Value Analysis:
- IndyCar research shows high visibility value for inner aeroscreen placement
- Teams rely on this premium space to offset camera installation costs
- Multiple sponsors per car face greater visibility challenges
Race car sponsorship heat map visualization
Current Solutions and Future Plans:
- FOX Sports currently displays primary sponsor logos in a bottom-right screen box
- This solution only works for single-sponsor cars
- IndyCar plans to gather team feedback before The Thermal Club race (March 21-23)
- Potential solution includes selective overlay application based on team preferences
Teams are working with IndyCar officials to find a balance between enhanced broadcast graphics and maintaining sponsor visibility commitments.