Miles: IndyCar ‘hitting on all cylinders’
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As a subscriber you can listen to articles at work, in the car, or while you work out. Subscribe NowThe CEO of Penske Entertainment Corp. says the NTT IndyCar Series is the hottest it has been during his 11-year tenure at the helm. The series has wrapped up qualifying for this weekend’s 107th running of the Indianapolis 500, and Mark Miles says the 2023 season has been successful thus far.
“Every one of the events has been has been meaningfully up,” Miles said. “So that means attendance. It means television audiences. The biggest growth has been on social and digital media. So that means younger, and that of course is music to any sports marketer’s ears.”
In an interview on Inside INdiana Business with Gerry Dick, Miles said the “100 Days to Indy” docuseries has brought a lot of new eyes to the series.
“The audience is really young. It’s a great chance for people who know IndyCar to have a whole different insight into the drivers and their families and what goes on off the track. For new people, it’s a chance to really appreciate IndyCar, and we’re just thrilled.”
Another key piece to the series’ success, Miles said, is the relationship with NBC and becoming a “network sport.”
“We have 17 events this year, and 14 of them will be on the network,” he said. “That gets you the audience. That’s the reach that every sport is looking for.”
As the Indianapolis 500 approaches, this year is reported to be among the highest for ticket sales, aside from the 100th running of the race. Miles said a lot of that growth is due to the investment being made at the Indianapolis Motor Speedway.
“Any fan that comes near [IMS] realizes that we’re really reinvesting for the fans, the condition of the facilities, our attention to detail and the fan experience. There are more big screens everywhere. So part of it is that and part of is just the excitement around IndyCar.”
Looking ahead, Miles said IndyCar is not looking to expand beyond the current slate of 17 races, but officials are always looking toward growth.
“We’re looking to have the best possible, most robust events that attract the biggest crowds,” he said. “So you know, if we add one do we change one out? All that is to TBD, but we’re actively looking for the best options for us to grow in the future.”
Festivities for the 107th running of the Indy 500 is scheduled to begin Sunday at 11 a.m.