An Interesting Baja 1000 Sponsorship Story


Active Member
Hi everyone,

We just distributed this press release this afternoon. Centrix Financial has an interesting story on why it is sponsoring three cars at this year's 1000, including rides for Michel Jourdain, Roberto Guerrero and Ellott Forbes Robinson. This type of program really helps insure our sport and the great SCORE Baja 1000 well into the future...


Marty Fiolka
The Rennsport Group

FOR IMMEDIATE RELEASE Contact: Jennifer Prince, Centrix Financial
Vice President of Marketing & Training
(303) 223-7021 or

Centrix Financial To Launch Unique Marketing Platform at
World’s Most Prestigious Off-Road Race

“Team Centrix” to Field Three Car Team and Professional Drivers at
Next Week’s SCORE Baja 1000

ENGLEWOOD, CO, – November 15, 2002 – Launching a strategic marketing communications program as unique as the legendary race itself, Denver, Colo.-based Centrix Financial today officially announced its support of a multi-car “Team Centrix” racing team at next week’s SCORE Baja 1000 off-road race starting in Ensenada, Mexico. Featuring both company executives and professional race car drivers, the project represents the first key phase in a long term communications and customer incentive program recently created by the financial and risk management firm and company chairman/CEO Robert E. Sutton.

Three recently completed Team Centrix cars, which will be fielded as part of the “Yokohama Geolandar Ultimate Baja Challenge” event produced by Wide Open Adventures, are scheduled to be unveiled at a special ceremony Tuesday evening in Ensenada. The company’s SCORE
Baja 1000 effort includes a strong list of professional race car drivers including popular open wheel veteran Roberto Guerrero, current CART Fed Ex driver Michel Jourdain Jr., two-time 24 Hours of Daytona winner Elliott Forbes-Robinson and five-time Baja 1000 race champion Ryan Thomas.

In perhaps the most unique marketing effort ever designed around the rugged sport and the world-renowned SCORE Baja 1000 race, the Team Centrix concept is designed to leverage this brand of motorsports to communicate the ideals and attributes of Centrix Financial to its automotive dealership finance customers.

Next week’s Baja 1000 racing effort represents the first step in a two-part Team Centrix launch. The second phase will see the announcement of the Team Centrix Baja Adventure, a hybrid dealer incentive program and team building exercise produced by Wide Open Adventures. Beginning in January of 2003, automotive dealerships and Centrix employees will have the opportunity to earn their way to Baja for specially created three-day events using equipment and routes modeled on the SCORE Baja 1000 events. The project will also incorporate a fully-integrated dealer launch and advertising communications based on the Baja 1000 race and the 2003 Baja-based Adventures.

“Motorsports in general is the perfect metaphor to communicate the speed and ingenuity of our business,” said Sutton. “More specifically, the SCORE Baja 1000 was chosen for its unique place within the racing spectrum, and for its ability to clearly demonstrate teamwork and the effectiveness of people, ideas and technology coming together to create opportunity. That’s exactly how we look at our business.”

The efforts of Team Centrix will be featured as one of the subjects of a special documentary of this year’s SCORE Baja 1000 being produced by Essex Television and award-winning film producer Jim Astrausky. Shot entirely in high-definition video, the program, tentatively entitled “SCORE Baja 1000: Four Stories” will follow the race via four distinctive viewpoints, including that of Sutton and his team. The show will air in 2003 on both HDNet on DirectTV, and on the highly popular Speed Channel cable network. The unique Team Centrix marketing and communications concept will be featured in a forthcoming issue of Advertising Age.

Now celebrating its 35th anniversary, the Tecate SCORE Baja 1000 has been held nearly every year since 1967 and is considered the pinnacle of desert off-road racing. Staged each November in the primitive and rugged Baja peninsula located just south of San Diego, the race is famous for both its challenging adventure and as a unique backdrop for automotive innovation. The 2002 version will be made even more difficult for the more than 250 teams expected for this year’s race as event organizers are returning to the original Ensenada to La Paz format. The Team Centrix effort will have to overcome a 1,017-mile course that crosses the exotic Baja peninsula from the Pacific Ocean to the Sea of Cortez – all in less than 40 hours.

The Team Centrix vehicles will be part of an official seven-car event produced by Wide Open Adventures of Rancho Santa Margarita, Calif. The Yokohama Geolandar Ultimate Baja Challenge features identical Porsche-powered open wheel race cars, and is one of the most successful “arrive and drive” motorsports events in the world. The Pro-Am concept provides professional drivers, corporate executive, adventure enthusiasts and select journalists the opportunity to participate annually in the SCORE Baja 1000; long considered one of the most logistically difficult events in motorsports.

About Centrix Financial

Centrix Financial, a financial and risk management firm founded in 1990, provides auto dealerships with profitable programs for their special finance customers. Based on a patent-pending business model, Centrix Financial is able to structure, secure and service loans in order to provide benchmark returns and turnkey service for its dealerships. The Denver-based company,
now funding loans in 22 states, plans national coverage by 3rd quarter 2003.

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<P ID="edit"><FONT SIZE=-1>Edited by MrBaja on 11/15/02 09:13 PM (server time).</FONT></P>