Bill Doyle: “The fact that Roger Penske is an owner is an asset”

According to you, theIndyCar lost $180 million following April race cancellations. How did you arrive at this figure?

This is a global estimate of what the series loses, but also the sponsors, the broadcaster, and the entire local economy of the cities hosting IndyCar. We made our first estimate for American sport, including motorsport, taking into account the first period of mass cancellation of events between March 11 and 16. We have calculated a loss of 6 billion dollars (5,5 billion euros. Editor’s note) for the American economy. Since then, we have made new projections, and for May and June, on major sporting events, the impact would be $12 billion.

IndyCar is owned by Roger Penske, whose empire is based on automobiles. Does this weaken the series?

The fact that Roger Penske is an owner is an asset, because the series is economically healthier with him. The automobile industry will suffer from the economic recession linked to the crisis, but the Penske Corporation's activity is diverse. Roger Penske is a large dealership, but it is also, for example, a truck rental company. IndyCar is in a better position with him than it would have been without him.

How to limit the damage while waiting for recovery?

Major series have the opportunity to reorient their content strategically towards digital, but also towards historic races. IndyCar has started, like others, to explore this path, but we must accelerate. Via its broadcasters, IndyCar should, for example, offer “The best 500 Miles of the last 20 years”. According to our latest survey, fans are demanding this kind of content.

What would be the best and worst scenarios for the series?

The worst: that the pandemic will not be contained this summer, that the 500 Miles will have to be canceled, and that this will be accompanied by a major recession in the automobile industry and the loss of sponsors. IndyCar, a well-established series, would however be capable of reinventing itself, but with reduced investments. The best: that the season be as complete as possible, even with two thirds of the expected attendance, and know how to use this downtime to strengthen digital content, knowing how to build even greater fan loyalty, and start next season stronger.