Chris Lencheski, president of Comcast/Spectacor's Front Row Marketing Services since October after Richard Sherwood retired, says Front Row has signed to market IndyCar team Sam Schmidt Motorsports to potential new sponsors for driver Simon Pagenund and Schmidt's Honda cars.
Competes with Roger Penske and other dominant IndyCar teams. "Sam is having an enormous success for a young organization" in Indy-affiliated races, Lencheski told me. "They're a good racing team" and have been moving up in qualifying races around the world toward the Indy 500 race. Lencheski's job is to sell more to high-end iPad-using, tech savvy Indy fans. Front Row parent Comcast's NBC televises Indy races. "That helps us," Lencheski said.
Lencheski, a veteran motorsports marketer and former owner of the Quad City Mallards hockey team, says this is Front Row's first IndyCar client. Front Row previously marketed title sponsorships for the Nascar 5-Hour Energy 500 at Pocono Raceway and other races at tracks in Dover, Del.; Milville, N.J.; Nashville; Memphis; and Talladega.
Front Row also says it got paid to sell marketing rights to parent Comcast Corp. at South Philly's new Xfinity Live development, and for Group Field in Winnipeg, Canada.
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