Photo / Jim Neuger
Brian Corcoran, CEO and founder of Shamrock Sports & Entertainment, said his firm will market sponsorship for a professional auto racing series that will air on TV next year.
July 15, 2020
Portland marketing agency helps launch prime-time pro auto racing series
By Staff
Shamrock Sports & Entertainment, a Portland-based marketing agency, said Wednesday it’s been named the exclusive sponsorship agent for SRX, a professional auto racing series that will debut on the CBS television network next year.
Terms of the deal were not disclosed, but Shamrock CEO Brian Corcoran told Mainebiz it represents “a low seven-figure business opportunity” based on agency fees and commissions to Shamrock. SRX — Superstar Racing Experience — will be the largest client for the agency since it launched in 2010.
Shamrock’s work will focus on bringing sponsors onboard to offset the costs of starting up the new series, and will market advertising for the series across platforms including race tracks, cars and driver insignia, television, digital and social media.
Former NASCAR racers Tony Stewart and Ray Evernham, both still active in the field, are launching the competition, along with partner Sandy Montag and George Pyne, former chief operating officer of NASCAR.
Corcoran served as managing director at NASCAR from 2002-08. He led the effort to secure Nextel/Sprint as a sponsor of the NASCAR Cup Series for a record $750 million, at the time the largest deal in the auto racing circuit’s history.
CBS has signed a multiyear agreement with SRX to broadcast the Saturday night races in prime time during July and August of 2021, according to the release. Each two-hour race will pit 12 drivers, using identical cars, on short, historic tracks with a variety of surfaces. Drivers will compete for individual weekly winnings and for points toward the SRX Championship and a multimillion-dollar prize purse.
“Shamrock has been lucky to work with a diverse roster of valued sports and entertainment clients over our 10 years. SRX is unique in that it enables us to leverage our shared passion for motorsports entertainment,” said Corcoran. “Upon meeting our projected sales, SRX will be a game changer to propel the next chapter of growth and jobs for Shamrock at a time when we need it most.”
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