Beyond the Race: How Allison Drives Marketing in the IndyCar

The world of motorsport often draws most of its attention towards Formula 1 and MotoGP, known as the premier categories of the sport. However, the American motorsport, IndyCar, often takes a back seat. It's a whole different world. I had the opportunity to have a conversation with Allison Koehler, who works in this category for one of the star teams, Arrow McLaren.

Since she was a child, Allison has been a fan of this world. When it came time to choose a category, she thought it would be a great idea to dive into IndyCar. It required a high level of professionalism and had a broad global appeal. It was a perfect fit. What's better than selling something you're passionate about?

"The best races in the world, the best partners in the world, and some of the best racing brands in the world. We made it happen."

As I mentioned, Allison works for Arrow McLaren as a partnership manager for the team's key partners. Her primary role is to ensure that marketing needs are met (which is extremely important) and facilitate driver interactions, manage garage tours, and oversee one of the guest pit stands.

But her job doesn't end there. When she's not at the race, her work continues off the track, collaborating with various partners to advance their strategic objectives through programs and ensuring they are satisfied with their business with the team

And the big question for many: How did she get here? Allison studied and majored in Political Science at the University of Connecticut. You might be thinking, does this have anything to do with her role in Indy? The truth is, it does, and it has helped her a lot. Although landing her job wasn't easy, her experience was very beneficial, as she put it in her own words:

"My experience in educational and nonprofit fundraising was important because I managed donors and connected them with programs that aligned with their priorities. So, there was a lot of overlap, and the transition to this role seemed natural."

But like everything, there's always a challenging aspect that makes it all worthwhile, especially when you're just starting.

"People have so much knowledge and experience that it can be hard to catch up since, for some, it's race number 50."

But there's always someone to lend a hand. Allison had the help of her mentors, which made the transition easier.

During this season, Allison worked 14 out of 17 races, and although traveling from one point to another is tiring, traveling with the team and colleagues makes it more enjoyable.

"I worked 14 of our 17 races this year, and it was exhausting. However, with a great group of teammates and colleagues to collaborate with, traveling has become something I look forward to every race weekend!"

One of the best moments for her was undoubtedly the INDY 500, one of the three races of the Triple Crown. "It's something every fan of this sport has to experience at least once. Being at the Indianapolis Motor Speedway with 300,000 of your closest friends is a feeling like no other." It's worth mentioning that this year, the team celebrated the Triple Crown by winning the Indy 500, the Monaco GP, and the 24 Hours of Le Mans throughout its history. Being part of this has been an honor for Allison, and she's grateful to be part of McLaren's history with such a tremendous achievement.

Allison has a piece of advice for anyone looking to join the industry. The most important thing is to establish connections with other people within a team, category, or the industry itself. This isn't for everyone because it brings unique challenges that will push you out of your comfort zone. That's what impacted Allison the most in her first year in IndyCar.

Lastly, we discussed her vision for the future of women in the sport, from which we drew a great insight. Allison firmly believes that women have not only equitable but also a sense of belonging within the sport. In any area, be it marketing, engineering, race operations, the pits, or even what we all dream of, as racing drivers.

"The voices of women belong in the paddock. Smart, competent, strong... and fast."

a special thank you to Allison for this

opportunity

interview made and written by Camila

Albornoz