Champ Car entry could put Sealy in winner's circle
By David Perry -- Furniture Today, May 28, 2006
Long Beach, Calif. — Sealy may be on a fast track to success with its entry into Champ Car racing.
Key members of Sealy's new racing team offered that assessment on a beautiful, sunny day in Southern California when racing took center stage in Long Beach. They said they see a bright future for Sealy in the burgeoning motorsports arena.
"It is a great opportunity for us to work with a company like Sealy," said Jim Griffith, who founded Polestar Racing Group in 2001 with his wife, Pam, and Bruce Potter. "For Sealy it is an opportunity to learn what racing is about."
Griffith said Sealy "can just about pick their demographic" with the racing community. Don't think Champ Car fans are only men, he said, estimating that women comprise about 40% of the fan base, and are a growing segment. "There are a lot of women here," he said, gesturing to crowds visiting the Lifestyle Expo next to the garage area.
And don't think these fans don't have some money. "This is a little more of a wine-and-cheese crowd than you might imagine," Griffith said.
Race fans typically range from 16 to 55, he said, adding that "there is a youth movement" in the sport. An example is Alan Sciuto, the driver of Sealy's Champ Car, a racing veteran at just 18 (see story on facing page).
Griffith said Sealy could use Champ Car racing "to hit a different segment than its usual target." He even suggested some possible advertising messages. Sealy could say it offers "a fast track to a good night's sleep," or it could build an ad campaign showing how important it is for the Sealy pit crew to sleep well at night on their Sealy mattresses to be refreshed and ready for a tough day of racing.
Sciuto said he was "very happy" with the Sealy sponsorship deal, adding, "Sealy has a lot to offer and I hope we have a lot to offer in return."
The Champ Car series is "a very strong market" for sponsors, Sciuto said. "This series is on the way up," he said. "A lot of fans are getting into racing. These next few years will be the strongest years yet for Champ Car racing."
Sealy officials clearly see potential in the Champ Car series. "The growth and success of Champ Car racing has the ability to generate tremendous excitement for our brand," said Philip Dobbs, Sealy's senior vice president of marketing.
Sealy retailers attending the Long Beach race were also optimistic.
"Racing is a good investment," said John Gregg, president of Mattress Land in Fresno, Calif.
"This is a smart move on Sealy's part," said Darrell Stowe of Mattress King in Rogers, Ark. "Racing has gotten to be one of the biggest sports."
"If you are a fan, you are a big fan," said Gordy Wallenstein, president of Furniture Outlets USA in Sioux Falls, S.D. "Racing has one of the most loyal fan bases."
And, he added, "Racing is one of the fastest-growing women's spectator sports."
Since women are the key bedding purchasers, that could work in Sealy's favor.
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Sealy's teen-age driver focused on getting better
Jun 11, 2006 -
Sealy car grabs 10th place in 1st Champ race
Apr 19, 2006 -
Sealy car revs up for race this weekend
Apr 7, 2006 -
Sealy to debut promotional line in Vegas
Dec 20, 2006 -
Sealy sponsors drivers in Toyota Grand Prix
May 18, 2006
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