Mazda North American Operations will end its longtime sponsorship of the Mazda Road to Indy driver-development program this year.
Mazda Motorsports Director John Doonan said the decision allows the Irvine-based automaker to focus more resources on “other areas of our motorsports footprint.”
“Motorsports is at the core of Mazda’s DNA and the company remains committed to its variety of motorsports programs in the coming years including our grassroots club racing initiatives, the Battery Tender Global MX-5 Cup presented by BFGoodrich, the Mazda Road to 24, and Mazda Team Joest,” he said.
The Mazda Road to Indy is considered a breeding ground for top race car drivers. Its three series start with Cooper Tires USF2000 race, the Pro Mazda Championship, followed by Indy Lights, which is a key step toward qualifying for the Verizon IndyCar Series.
Mazda has provided over $12 million in funding to help more than 250 drivers reach the Verizon IndyCar Series, the premier level of open-wheel racing in North America.
Digital Love
Schiefer Chopshop is building on its data-driven media strategy with the acquisition of Canadian digital agency Fuel Industries this month for an undisclosed figure.
The ad agency said the addition of Fuel will enhance its creative, content, media, social media and brand solutions for clients. Schiefer Chopshop’s accounts, including Blizzard Entertainment, Boost Mobile, Falken Tires and Prestone, will grow to include Fuel’s digital clients, such as Carnival Cruise Lines, John Deere, NASCAR and Warner Bros.
Co-founder and Chief Executive James Schiefer said Fuel exemplifies how technology and digital entertainment can impact consumers.
“We are incredibly excited to bring Fuel’s digital leadership into the SCS family and offer our clients a truly integrated service offering for 360-degree marketing management, with a heavy emphasis on where consumers are today,” he said.
The deal launches Schiefer Chopshop’s Canada arm. Former Co-Chief Executive of Fuel Andy Wing, is now chief innovation officer of Schiefer Chopshop. It also includes the addition of Branden Bailey as chief operating officer; Julie Allen as chief finance officer; Martin Walker as chief technology officer; and Anthony Licon as chief digital officer.
Fuel’s 25 employees in Ottawa, Canada and Los Angeles join Schiefer Chopshop’s staff of 60 in Irvine.
Schiefer Chopshop was founded in 2016 after the merger of digital agency Schiefer Media and content creation studio Chopshop. The agency ranks seventh on the Business Journal’s list of the largest advertising agencies in Orange County, with an estimated $31.7 million in revenue last year.
Flipped Out
OluKai LLC plans to continue its partnership with Kent, Wash.-based specialty outdoor retailer REI for its Outessafest this fall in Washington, D.C. and Shakori Hills, N.C.
The Irvine-based, Hawaiian-inspired footwear label will be the official sponsor of the festival, whose goal is to inspire women and connect them with the outdoors through activities such as rock climbing and yoga, as well as offering inspirational speakers, outdoor classes and female-led concerts.
A curated selection of OluKai footwear will be available at its booth, and concertgoers will get a reusable camp mug with an on-site purchase, and a chance to meet Bibi McGill, lead guitarist and musical director of Beyonce’s backing band.
“We seek to inspire more women to embrace adventure in the outdoors and live a positive and meaningful life,” said OluKai Director of Marketing Melissa Ziegler. “We are looking forward to taking part in this incredible, inspirational event to encourage women to live Aloha.”
The company expanded its distribution last month after agreeing to lease a 173,495-square-foot building at Kimball Business Park, a 1-million-square-foot complex of eight distribution buildings near Chino’s airport.
Lobby Center
Huntington Beach-based Boardriders Inc. has retained powerhouse lobbying firm Invariant in Washington, D.C., formerly known as Heather Podesta and Partners.
The firm will lobby on the “impacts of proposed tariffs on the apparel industry” for Boardriders, news company Politico reported.
The apparel firm completed its acquisition of rival Billabong International Ltd. in April after purchasing the company for $1.05 per share on the Australian Securities Exchange, or about $162 million.
The merged company has more than 7,000 wholesale customers in over 110 countries and more than 630 retail stores. Brands include Billabong, RVCA, Element, Quicksilver, Roxy and DC Shoes.
Invariant had netted more than $6.1 million in lobbying fees as of July 24. It pulled in nearly $11 million in fees last year, according to the Center for Responsive Politics. Clients include the National Association of Homebuilders, GlaxoSmithKline PLC, Herbalife Nutrition and Toyota Motor Corp.
