The Indy 500: A Modern Brand Platform Hiding in Plain Sight
The Indy 500 has long been called the world’s largest single-day sporting event and this year’s race did not disappoint the millions of fans following the drama.
Right Formula’s US team was on the ground to give their views on an extraordinary event both on and off the track.
Ashlee Huffman, Managing Director, US:
With over 350,000 fans packed into the Indianapolis Motor Speedway and more than 7 million viewers tuning in (up from 5.3m in 2024) the expectation was high but the entertainment was there to match.
On the ground, the Coors Light Snake Pit featured a star-studded line-up, including Illenium, Sammy Virji, Kayzo and others transforming the infield into a music festival.
Host broadcast Fox Sports, which has replaced NBC Sports from this year, didn’t just cover the Indy 500 — it came to play. Ad inventory sold out early. Social buzz leaned overwhelmingly positive. The campaign had teeth: bold, funny, self-aware.
Tom Brady showed up and so did fans – across TikTok, X, and Instagram. Fox met them there, delivering fast, funny, and fan-first content that felt more like the internet than a traditional race broadcast. The “ghost car” during qualifying added a new layer of drama, and a DraftKings partnership brought betting into the experience without it feeling forced.
It was a masterclass in meeting fans where they are — and giving them more of what they love.
IndyCar, for all its tradition, is also showing it’s not afraid to experiment.
Oscar Mayer, the meat and cold cut producer known for its hot dogs, brought all six Wienermobiles to the Speedway for a full-on Wienie 500, a hilarious side event that had fans (and media) eating it up. It wasn’t just cute — it was culturally fluent, social-media gold, and exactly the kind of brand play that sticks.
It reminded me of LEGO’s F1 activation in Miami — where life-sized LEGO versions of McLaren, Red Bull, Ferrari, Mercedes (and more) cars were built onsite and paraded through the circuit. Both activations were joyful, ownable, and designed with fans in mind. Importantly, both created impact well beyond the track, tapping into broader audiences and delivering millions of earned impressions.
Indycar Title sponsor NTT’s account of their impact on the sport incudes deployment of over 140 sensors on each race car, coupled with AI analytics, providing fans with real-time insights and enhanced storytelling. This fusion of technology and sports offers brands innovative avenues to deliver value-added experiences to consumers.
This year’s Indy 500 showed that tradition and relevance don’t have to be at odds. It’s proof that when you meet fans where they are — with heart, humor, and a bit of hustle — you don’t just reach people, you connect with them.
Rick Cuellar, Vice President, Commercial, US:
The 109th running of the #Indianapolis500 delivered on every front – thrill, tradition, and tribute.
On Memorial Day Weekend, this iconic race once again proved it’s more than a sporting event. It’s a salute to service, sacrifice, and summer. From powerful flyovers to heartfelt moments of silence, the Indy 500 honored our nation’s heroes in a way only it can – loud, proud, and deeply respectful.
At the same time, it marked the unofficial start of summer, and brands showed up ready to celebrate.
- Mountain Dew brought the adrenaline.
- Miller Lite kept fans refreshed trackside.
- Oscar Mayer rolled out iconic flavor and nostalgia.
This wasn’t just a race – it was a convergence of brand activation, cultural connection, and community celebration. The combination of motorsport tradition, patriotic pride, and smart marketing made it a standout moment to kick off the summer season.
Here’s to honoring the past, living in the moment, and accelerating into summer.
