This season, fans of IndyCar racing and the famed Indianapolis 500 will see a new name on the track. LegalShield, a provider of legal safeguards for individuals, families and small businesses, has joined the Bryan Herta Autosport (BHA) and Bowen & Bowers Motorsports (BBM) team sponsoring Jack Hawksworth’s No. 98 Honda.
Distributors are the primary brand ambassadors in direct selling, but when it comes to more traditional marketing, the industry has a rich history of reaching wider audiences through sports partnerships. Some prominent examples include Herbalife and the LA Galaxy, Oriflame and the Women’s Tennis Association, and USANA’s recent sponsorship of nearly 200 Sochi athletes.
The IndyCar sponsorship marks LegalShield’s first foray into the sporting world. The company has signed on to sponsor Hawksworth through his rookie 2014 season, which will feature 18 races nationwide. Hawksworth racked up three wins and took fourth place in the championship during last season’s Firestone Indy Lights Series.
“We’re very happy to welcome LegalShield to the BHA/BBM Family as a sponsor of the No. 98 car this season,” team leader Bryan Herta said in a statement. “More than ever, people need strong legal protection, and for over 40 years LegalShield has been fighting for the legal rights of their customers. The 2014 season is shaping up to be our best one yet!”