Kent Liffick

Assistant to the CEO

Indianapolis Motor Speedway, Indy Racing League, and Vision Racing

Liffick joined the Indianapolis Motor Speedway Corporation in 1987 after residing in Honolulu, Hawaii during a successful career as the youngest District Sales Manager in the history of Motorola C&E Inc. This after completing his degree in Marketing from the Kelley School of Business at Indiana University in Bloomington, Indiana.

He currently represents Tony George and the Office of the CEO in matters relating to the Indianapolis Motor Speedway, Indy Racing League and Vision Racing.

Liffick developed all branding, marketing and sales materials as well as a unique multi-faceted sales strategy for the Vision Racing IndyCar Series team, differentiating them from all other teams in motorsports. This following development and implementation of a comprehensive Market Development Plan (MDP) for all sixteen IndyCar Series race markets focusing on unique sales and event promotion strategies by cross referencing local fan demographics with the markets corporate community.

Liffick developed the relationship with Northern Light Technology and northernlight.com CEO David Seuss which led to a 5 year, $50 million dollar series entitlement for the Indy Racing League changing the perception of the fledgling new series. He managed all aspects of the relationship including activation model development, ROI analysis, public relations, B2B development and the inception of the Northern Light Cup taking Northern Light's un-aided brand awareness from 1% to 17%.

New marketing platforms and revenue streams were created by developing and launching the first comprehensive "Indy Racing Experience" 2-seater IndyCar program in the industry as well as the first on-line photo archive in sports, available to the fans and media for multi-purpose high-res applications.

Director of Sponsorship Development (1997 - 1999)

• Prospected, qualified, and closed Energizer Batteries, Excite@Home, EDS, Best Access Systems, Ericcson and Viking Airtools totaling over $20 million in sponsorship for teams and drivers competing in the series.

Director of Corporate Hospitality and Special Events (1993-1997)

• Identified need; developed, sold and implemented comprehensive corporate hospitality program to accommodate NASCAR sponsors of the Brickyard 400 resulting in $2.5MM of incremental annual revenue.
• Developed Experiential Marketing Platform by creating the theme, awarding contracts, developed construction timelines, and managed operations of "Indy 500 Fanfest" to provide Indy 500 fans with the motorsports equivalent of the Super Bowl's "NFL Experience".
• Created and implemented 42 promotional events in 60 days throughout Florida to promote ticket sales for the inaugural Indy 200 at Walt Disney World Speedway resulting in a sell-out event.

Director of Hall of Fame Museum and Special Events (1987-1993)

• Orchestrated the largest single donation to the Hall of Fame of five historic racecars by Cummins Engine Co. as key element of their 75th anniversary.
• Facilitated presentation of Tony Hulman Award for "Best of Show in Open Wheel Race Cars" at the Pebble Beach Concours de Elegance, CA.
• Served as Chief Class Judge for Pebble Beach Concours de Elegance.
• Launched new formal induction ceremony program for annual inductees to the Indianapolis Motor Speedway Hall of Fame.