Today’s post starts with a shout-out to the American Le Mans Series, which just released the entry list to this year’s 12 Hours of Sebring. One of the top endurance races in the world, held at IZOD IndyCar Series teams’ favorite private testing venue, the 2011 event features a whopping 59 entrants, up from the 34 teams that competed last year and the 48 from this year’s 24 Hours of Daytona, sanctioned by the rival Rolex Sports Car Series.
One interesting trend, however, is the fact that 31 out of the 59 cars on the entry list (including each vehicle in the two spec Challenge categories) feature three digit numbers, the first being a zero in each case. I don’t know whether this is something that’s meant to distinguish cars that have the same number as one another, or just an unfortunate error that permeated the entire bottom half of the list, but either way it looks pretty stupid. There’s simply no reason for this many cars to have three-digit numbers when there aren’t over 100 in the field, and while the Aston Martin usage of “007″ was cool when they were cross-promoting the DBS with Casino Royale in 2006, unless they’re running the same car James Bond uses in the race while a Bond movie is making the promotional rounds, it just seems pretty lame.
There are also three cars looking to carry the No. 1 – last year’s 24 Hours of Le Mans-winning Audi LMP1, which will always (and deservedly) receive precedence in any of the Intercontinental Le Mans Cup races; the Highcroft Racing LMP1 that won the combined LMP category in ALMS last year; and the Extreme Speed Motorsports GT that ran the No. 01 in its debut last year, as team owner Scott Sharp had driven for Highcroft when they won their first title in 2009. There’s a good reason for it, too – the number, in almost any form of motorsport save NASCAR, signifies the best of the best, the defending champions, the folks you have to unseat to come out on top.
What exactly am I getting at? The fact that numerology is important in a broader sense, yes, but also the fact that this sort of thing ought to be important to IndyCar. Well… sort of.
No driver has used the defending champion’s No. 1 full-time in the top series since 2004, when Scott Dixon suffered through an abysmal season with Chip Ganassi Racing; the last time it was raced came in the 2006 Indianapolis 500, when Michael Andretti used it in a one-off start for his own team, which had won the 2005 title with the departed Dan Wheldon.
The most recent championship teams in IndyCar’s top two series – Chip Ganassi Racing in the IZOD IndyCar Series, and Andretti Autosport and Sam Schmidt Motorsports in Lights – usually prefer to keep their old numbers, probably more for marketing reasons than superstition. But it’s worth noting that 2004 was Dixon’s only winless season in IndyCar; while his 2005 was worse, with twice as many DNFs, he at least won a race that year, at Watkins Glen. Perhaps the superstition of getting bit with such a bad season while carrying the No. 1, combined with the fact that Sebastien Bourdais was ripping off four consecutive titles with the number in the rival Champ Car World Series, did it.
It’s a shame, really. No. 1 is supposed to be a coveted and cherished number, not something to be tossed aside simply because the top team has marketing dollars invested in a different number. For one, at least the numerical shift isn’t as bad on a year-to-year basis as it was in the heyday of the sport, especially when CART teams used to assign numbers based on points from the previous season. Second, there’s not really that much marketing money invested in the sport right now, especially compared to NASCAR or any of the major league sports.
Finally, if a popular driver won the championship – and the popular ones usually do – wouldn’t his fans be snapping up No. 1 merchandise if it was out there?
Yes, certain drivers and teams have a lot invested in particular numbers as part of their respective brands. To wit: Danica Patrick is No. 7, Marco Andretti is No. 26, Helio Castroneves is No. 3; Buddy Rice was No. 15, Jimmy Vasser was No. 12, Adrian Fernandez was No. 5; Panther Racing has No. 4, A.J. Foyt Enterprises has No. 14, Dreyer & Reinbold Racing has No. 24. Each of those entities has significant equity in each of those numbers.
But it’s not as if those have been particularly consistent forever. Remember that Danica debuted in a No. 16 for Rahal Letterman Racing. Remember that DRR adopted the Nos. 5 and 15 for a time, especially while fielding Rice, Sarah Fisher, and Buddy Lazier in their cars. Notice that, when it was available, Vasser didn’t spring on the No. 12 for his KV Racing Technology team, instead letting it go to Team Penske and ex-KVRT driver Will Power.
And that’s just in IndyCar. Remember, Chip Ganassi used Nos. 4 and 12 in CART; Roger Penske was partial to Nos. 2 and 3, Newman/Haas Racing used Nos. 6 and 11, and what was then Team Rahal used Nos. 7 and 8. Of those eight formerly iconic number-and-team pairings, only Penske has preserved the No. 3, while Newman/Haas uses the No. 06 as a way to approximate the No. 6 that Penske currently holds. The rest? Completely different.
So yes, numbers are important in terms of brand equity – sometimes. But sometimes change isn’t a bad thing – and, despite Dixon’s nightmare 2004 season, No. 1 should be a source of pride for drivers, teams, and fans alike. I know that if Danica won a title, sales of her No. 1 stuff would go through the roof; the same could be said for a handful of other popular drivers, such as Castroneves, Dario Franchitti, and Tony Kanaan.
I guess I’d rather have three teams fighting to use the number than none touching it at all.



