An intriguing new area of growth has been discovered within the NTT IndyCar Series among drivers who are organizing interactive events for their fans. Both experienced and new drivers are expanding their horizons by creating track days, wine tours, golf outings, and packages where fans have the opportunity to be hosted by their favorite drivers at races.
Graham Rahal, one of today’s top IndyCar drivers, was one of the first to embrace this concept. He recalls his initial venture in bringing fans closer to the sport during the early stages of his career.
“For me, it was never about the money; it was about supporting the sport,” Rahal explains. “We organized bus trips from Indianapolis to Milwaukee, where fans could enjoy drinks on the bus and attend the race. It was more about growing the sport than a personal endeavor, and people seemed to enjoy it.”
Pato O’Ward of Arrow McLaren has taken a similar approach, creating event-specific packages for his growing fan base. Despite his young age, the enterprising 24-year-old quickly organized experiential opportunities for his fans by renting hospitality suites and providing catered race viewing experiences.
In 2019, at the age of 19 and in only his fourth IndyCar race, O’Ward held his first fan event package at the Long Beach Grand Prix. This practice has continued at other race locations, including Texas Motor Speedway and the Indianapolis 500.
O’Ward’s success with VIP tours led to the creation of a new event at Circuit of The Americas. He rented the track and hosted his first track day event, allowing ticket buyers to drive super cars on the road course and interact with the IndyCar star. These driver-only events offer endless opportunities away from the busy atmosphere of a race.
Scott McLaughlin of Team Penske is the latest driver to enter this space. He has assembled an Indy 500 package, which includes golfing, his favorite off-track hobby.
“I’ve always been interested in doing something like this,” McLaughlin shares. “The SCH Group in New Zealand has organized tours for the All Blacks rugby team and America’s Cup. I wanted to create a tour for fans back home who want to see me race in America. It’s a seven-day package that includes golfing, cocktails, dinners, and the opportunity to be in the grandstand for the biggest race of the year.”
Rahal, who is also an avid golfer, is pleased to see his on-track rival join in on the fun.
“It’s not every day you get the chance to play golf with Scotty McLaughlin, the second-best golfer in IndyCar racing behind myself,” Rahal jokes. “But it’s a fun experience, particularly with Scott. He’s a great guy and a talented driver. It’s great to see him connecting with fans and growing his following.”
Rahal’s Milwaukee Bus Tour program has evolved into hosting multiple fan-themed charity events per year. These events raise money for wounded military veterans and cancer research, and have been incredibly successful.
“We do two main events,” Rahal explains. “The golf tournament in May raises the most money, and Vino for Vets is a fun and intimate event. We connect with veterans and learn about their challenges. It energizes us as a group to raise more money for these important causes.”
O’Ward plans to continue hosting track day events and is already working on the next one. He believes it is important to include fans of all ages.
“I’d like to do one every year,” O’Ward says. “We had participants of all ages at the last event, and that inclusivity is important to me.”
While McLaughlin’s Indy 500 event tour will likely attract fans from Australia and New Zealand, he hopes to welcome North American fans as well. He sees this experiential package as an opportunity to introduce new fans to the sport.
“The hardest part is getting people to come to our races for the first time,” McLaughlin acknowledges. “Once they see an IndyCar race, they’ll be hooked. We want to make this tour bigger and expand to other events on the calendar. It’s not exclusive to just the people Down Under; anyone can be a part of this group.”
With Rahal, O’Ward, and McLaughlin leading the way, it is likely that more IndyCar drivers will start offering tailored tour packages for fans. While some drivers may be more popular than others, the goal is to strengthen bonds with existing fans and attract new ones.
“I’m proud to put my name on something like this,” McLaughlin states. “I’m excited to see a packed house at the Indy 500. Hopefully, this will bring more people to the race and continue to grow the sport.”
