North Reading, Mass. - A pair of race cars sponsored by high-end speaker maker Bowers & Wilkins will compete in the 94
running of the
on May 30.
The sponsorship is part of the company's strategy to expand brand awareness beyond traditional purchasers of high-end home speakers as it expands into such new product categories as automotive sound systems for Jaguar, iPod-docking speaker systems and headphones, the company said.
IndyCar racing demographics "tie in well with the desired customer base" and provide "a new arena beyond the traditional luxury audio promotional avenues the firm has relied upon," the company said.
The sponsored cars, owned by the Fazzt Race Team, are the first race cars sponsored by Bowers & Wilkins, which began sponsoring Fazzt only months ago starting with the team's competition in the Brazilian Sao Paulo Indy 300.
In the Indy 500, one sponsored car will be driven by Alex Tagliani, who will return to Indianapolis after his debut in 2009. Tagliani was last year's Indianapolis 500 rookie of the year, starting 33rd and finishing in 11
place. This year, he drives car No. 77.
The other vehicle, No. 33, is driven by Bruno Junqueira.