The IndyCar Series has hired Simmons Abramson Marketing a company co-owned by Simmons to broaden the appeal of the sport and part of the deal includes a new theme song, I Am Indy.
Simmons describes the sports drivers and cars as rock stars inside of rockets but says the key is showing the average person that everyone is welcome in the world of Indy because Indy is neither male, nor female; young nor old.
He says the I Am Indy campaign is crucial to the inclusiveness because, he points out, I is the most important word in America and represents the individual deciding for themselves.
The Indy Car Series opens officially on March 26 with the Toyota Indy 300 at Homestead-Miami Speedway but Simmons feels the campaign is already rolling out of the gates.
As he puts it, We just announced I Am Indy and were already hearing from radio stations who want copies of the song.
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