Yahoo Autos The ‘State of IndyCar,’ as Zak Brown sees it
McLaren Racing CEO Zak Brown has penned a number of annual thoughts about the state of Formula 1, and with the NTT IndyCar Series season days away from reaching its end, the Californian has written his first “State of IndyCar” piece as viewed from Arrow McLaren’s three-car effort in the sports property owned by Penske Entertainment.
Brown opened the long missive with some of the positives he sees in the North American championship and began adding in constructive suggestions or criticisms.
“IndyCar has made strides under Penske Entertainment over the past few seasons,” Brown said. “It’s been great to see the introduction of a new hybrid power unit this year, and I couldn’t be more excited about the new TV deal with FOX. However, I believe there’s more we can do to elevate the sport.
“First and foremost, we must ensure the racing remains fair, competitive, and exciting to continue attracting the world’s top drivers. Additionally, enhancing the fan experience — at track, on TV, and across digital platforms — is crucial. We must also ensure the financial viability of the championship for all the teams. The charter system is a step in the right direction, but a lot more can be done to lift the sport to new heights.
“Next year’s schedule features 17 rounds — seven road courses, four street circuits and six ovals. I love the variety, as it challenges both drivers and engineers to adapt to different tracks. However, I see potential for further calendar improvements.
“The 2025 season finale in Nashville will take place over Labor Day weekend, which strategically avoids clashing with the start of the NFL season. However, this condenses our championship into just six months. Aside from that, I think we should look at expanding further within U.S. markets, especially on the East Coast and in major metro markets. For instance, a return to Denver has been a long time coming and the absence of Watkins Glen — which dropped off the calendar a number of years ago — continues to leave a noticeable gap in the Northeast, which we should aim to fill.
In its quest for new venues, Brown urges the series to take advantage of the support for Pato O’Ward among fans in Mexico. Michael Levitt/Motorsport Images
“We should also look at the stadiums and convention centers in big markets as they have historically been great venues to host races such as Toronto and Long Beach. I think we also need to consider investment in venues. Las Vegas, by example, was a significant investment by Formula 1 that has led to a significant uplift in television and sponsorship contracts. So, we need to look at investments that have direct and indirect payback.
“Understandably, there has been a lot of reaction to NASCAR’s new multi-year deal to race in Mexico City from 2025 onwards, and we’ve seen the huge response from the local fans, who will give a hero’s welcome to Daniel Suárez. It’s clear to all that Pato O’Ward has a huge following there, and the return of IndyCar to Mexico would also be a tremendous success.
“There has been talk about adding international races and it’s not a subject we should shy away from. While we’ve had events at Motegi in Japan and Surfers Paradise on Australia’s Gold Coast for many years, I think we would be much better served by focusing on more events in large markets closer to the U.S. to enhance our foray into Canada. In the past, the races we’ve run in Mexico and in Brazil were extremely popular with fans as they also love IndyCar racing, so when we talk about international expansion, my preference would be to remain within the continents of North and South America. I think we will see more growth in major markets closer to home so let’s focus on the Americas and not get distracted. Focusing on these regions makes much better strategic sense, building on our established fan base.
“Non-championship races are a distraction we could do without. With no championship points at stake, these events are merely exhibitions rather than bona fide competitions and really only serve to dilute the competitive nature of the series. We should also eliminate doubleheader weekends as these back-to-back races don’t add much value, reduce the exposure the series has in a 17-race season and don’t add a lot for the fans who are onsite compared to the action they’re already experiencing in a standard one-race weekend.”
Brown feels a few tweaks could make help IndyCar strategy games more exciting. Michael Levitt/Motorsport Images
Brown would like to see changes to how IndyCar structures and administers its race weekends.
“The cadence of practice sessions heading into a race weekend also needs some revision,” he said. “Having only one practice on Fridays of street and road courses is inefficient for teams and limits the opportunity to gather critical data and further refine their setups. Ensuring a higher level of preparation will ultimately elevate the quality of competition and the overall fan experience.
“While I truly believe IndyCar is some of the most exciting racing in motorsport, we saw a few races this season where fuel-saving racing removes the thrill of how different strategies play out. Whether it’s a smaller fuel tank capacity for street courses or higher degradation on tires, there are a few ways to address this to ensure the racing stays as exciting as it’s always been in this series. Tire allocation through a weekend should also be considered. There is a better way to balance opportunity for tire strategy with used and slicks on race day than all but forcing teams to sit parked for half a practice session to save new tires for a race.”
Bringing IndyCar’s broadcasts closer to the depth and vibrance found with Formula 1’s presentations is another area where Brown sees room for improvement when the series switches to FOX.
“There’s a lot to be excited about in the future, including the new multi-year TV deal with FOX starting in 2025,” Brown said. “I believe this will be a game-changer for the series, as FOX’s larger viewership will significantly boost domestic audiences. For too long, IndyCar has been split between network and cable, so having every race on a major network is fantastic news. I’ve known FOX Sports CEO Eric Shanks for a long time, and his passion for IndyCar makes him an ideal partner for the sport. FOX already does a fantastic job covering the first half of the NASCAR season, and I know they will bring that same passion, professionalism and know-how to their IndyCar operations.
“It’s notable that a lot of racing series have improved their coverage in recent years, and what’s exciting about FOX is the potential to revolutionize how IndyCar is presented on TV, especially with innovations such as drone shots, which can follow the cars through the most testing sections of a circuit or preview the track layout for fans pre-race. We should also utilize more on-board cameras, such as a suspension cam, foot cam, shifter cam, visor cam and rear wing cam that help showcase a driver’s skill. There’s also room for more data-centric broadcasts, similar to what we see in Formula 1. Sharing key data such as race strategy, predictive analytics and information on the different tire compounds and tire wear would engage the fans more in the intricacies of our sport.
Brown is hopeful FOX Sports will bring innovation such as drone footage to its IndyCar coverage. Image courtesy of FOX Sports
“Maybe even a TV camera and microphone in race control would help to create a more transparent decision-making process. More often than not, race control has played a major part in races, and the fans and viewers should be able to listen in, where appropriate, to take the mystery out of how decisions are made. They might also be able to explain the ‘push-to-pass’ usage and when it is and isn’t legal to use!
“IndyCar should be engaging with all its fans, whether male or female, diehard enthusiasts or newcomers through the new TV partnership with FOX and its own digital output. It should be appealing to the fans by extolling the virtues of this amazing technologically advanced, high-speed, exciting sport. We should also celebrate our history. Programming around the Indy 500, for example, should remind everyone why this race is one of the most iconic in motorsports.”
One of Brown’s constant drumbeats for change by IndyCar is its strategies and expenditures in the digital realm.
“On the digital front, there’s a huge opportunity for growth, particularly among younger fans who digest their sports in different ways,” he said. “The IndyCar app has had a strong adoption rate with this audience and would benefit from more resources to provide a better, immersive experience with real-time data and customizable filters so users can tailor their experience by following specific drivers, interviews, race moments — even historic footage.
“It’s important that we give the stars of the show, the drivers, a chance to shine, too. One of the reasons behind the success of Netflix’s ‘Drive To Survive’ is that it lifted the lid on the F1 drivers and enabled us to see the personalities under the helmets. Look at what NBC Sunday Night Football does for NFL fans — we shouldn’t be afraid to take a page from their playbook. We can also do a lot more in the presentation at track, whether that’s in the pre-race driver announcements or on much improved podiums like we saw in Detroit. Many of our podiums remind me of when I grew up in karting. The current setup really is unacceptable given the stature of the racing series and our drivers. We need to elevate the overall experience and make those moments meaningful for all.
“Likewise, the teams need the freedom via their social media channels to bring fans closer to the action and capture new audiences with behind-the-scenes content that feels real and authentic. Every outfit on the grid should be allowed to leverage their social channels with a video-first experience. Pre- and post-race footage would amplify our voice and grow IndyCar’s audience collectively. By offering more tailored experiences, we’ll engage fans in ways that keep them coming back for more. We can do more to bring the sport’s rich history to life for a digital audience, too — this is a chance to tell stories that resonate beyond race day.
“Since 2017, when F1 was taken over by Liberty Media, there has been a huge effort in marketing the sport. They took a fresh, bold approach and you can see the massive impact it has had, especially in America. We should not treat Formula 1 as a competitor, but as a series we should embrace. If you’re a passionate motorsports fan, then you are going to be engaged with all forms of racing, whether that is F1, IndyCar, IMSA or WEC. In my experience, motor racing fans love the sport as a whole.
“When the FIFA World Cup descends on North America in 2026, you’ll see MLS embracing it and working hard to capture that audience. I think we’re missing the opportunity to do the same with new Formula 1 fans. They like the speed, the thrill, the wheel-to-wheel action and the story of the incredible drivers who put their lives on the line to be the best. I believe IndyCar can ride the same wave of enthusiasm by showing F1 fans what a great product we have, making it clear that it’s another form of thrilling motorsport to enjoy and not an alternative.”
Brown doesn’t see a lot of substance in the first iteration of IndyCar’s charter.
“On the business side, I understand the desire for the newly developed charter system for IndyCar teams, but in my view, what’s presented doesn’t really move the dial,” he said. “We need a structure that aligns the teams with the growth of the series, so perhaps we should look at evolving the charter system into a true franchise model, with a defined revenue-sharing stream that ensures long-term viability for the competitors. Healthy teams mean better racing, and better racing means a better experience around the Americas for IndyCar fans.
“The series could enhance the work done by its commercial and marketing group by actively engaging external marketers. We can be guilty sometimes of not being able to see the forest for the trees. Getting sponsors and outside experts to help with ideation and provide fresh perspectives and innovative strategies would help to deliver dynamic audience campaigns and fan engagement opportunities to drive greater growth and visibility for the series.”
Brown reiterated the need for IndyCar to push ahead on a new chassis. Josh Tons/Motorsport Images
Along with a desire for IndyCar to establish a Technical Working Group, Brown continues to push for Penske Entertainment to green-light a new chassis.
“The reality is, there’s no getting around the fact that our cars are outdated,” he said. “We have been using the DW12 Dallara for a dozen years now, and given the additional weight of the hybrid systems, a new chassis is essential to make the cars nimbler and more drivable.
“Plans for a new race car are in motion, but it’s critical that we push forward quickly. The introduction of the hybrid was intended to modernize the marketing message and be current in today’s more sustainable world, but a new car, designed with modern technology and hybrid power, will not only enhance performance but also excite fans. We need to ensure that our cars look more current and perform faster than ever.
“The future of IndyCar is bright, but we need to keep pushing forward strategically and focus on quality over quantity, whether that relates to car counts or on-track competition. This is the highest form of single-seater racing in North America. By improving the schedule, enhancing the fan experience, embracing new technology and strengthening the financial health of our teams, we’ll ensure that IndyCar reaches its full potential. I’m excited about what lies ahead.”
