Phoenicia Sport and Entertainment's PhoeniciaSocial™ Division Develops Newman/Haas Racing's Global Business Development Ecosystem and Launch of Digital Platform

New York, London and Pennsylvania Firm headed by industry veteran Chris Lencheski to work with one of racing's iconic teams as they plot new areas for growth and engagement

Oct 19, 2010, 10:15 ET from Phoenicia Sports and Entertainment

NEW YORK, Oct. 19 /PRNewswire/ -- Phoenicia Sport and Entertainment, the marketing services and communications firm headed by industry veteran and former SKI & Company CEO Chris Lencheski, today announced that they are assisting Newman/Haas Racing, one of the most successful teams in the history of open wheel racing, in their digital relaunch and expansion and outreach for new partners via the creation of an integrated business development platform that will involve an IZOD IndyCar Series industry, first multi-tiered business development microsite ( for all current and new business partners to use as a resource for their business development with Newman/Haas Racing via the USA based IZOD IndyCar Series. This engagement will involve two separate groups within the Phoenicia™ group of companies - PhoeniciaSocial™ and PhoeniciaConsulting™.  Newman/Haas Racing, founded by Carl Haas and the late Paul Newman, has won 100+ international race events as well as eight world championships, and has long been considered the gold standard for brand activation and engagement in motorsports. 

"We are very excited to be working with Newman/Haas Racing and their team as they look to reengage and reinvigorate one of sports' legendary race teams," Lencheski said. "Most people know the name, and have been engaged by their sponsors or drivers over the years, and it is time to re-tell the story and bring in new corporate partners with this approach.  We feel that the time is right for that re-engagement and are happy to be assisting Carl and his team with this effort."

"The Newman/Haas Racing brand has always been one with a very high standard of excellence, and we feel Chris and his team are the right ones to help us grow at this critical time, not just for us but for all of motorsports," said Carl Haas, co-founder of Newman/Haas Racing. "There are many people who enjoy racing and all its elements but may not understand the opportunities that exist today.  This will help us engage and identify those people and take a big step forward in our growth for the future."

The first step in the relaunch of the brand will be the official unveiling of a new micro site, That site, which went live on October 15, tells the story of Newman/Haas Racing) through its partners, its Championship drivers, its technology-breakthroughs over the years and will give a window into the value of racing and the 360-degree engagement opportunities at a value-entry point for corporate partners.  The site will feature best practices of Fortune 500 companies that have engaged with Newman/Haas Racing over the years, and offer a step-by-step guide on the opportunities available today.  It will be followed by a series of other announcements through the fall and early winter.

About Phoenicia Sport and Entertainment

Based in New York City with offices in Bethlehem, PA and London, UK; PhoeniciaSport&Entertainment™ (PSE) is a specialized sports and entertainment management, brand-strategist, activation-marketing and content company operating as four distinct companies under one umbrella: Phoenicia Consulting™, PhoeniciaActivation™, PhoeniciaSocial™ and PhoeniciaFinance™. PhoeniciaSport&Entertainment™ senior management offers global expertise with well-documented successes in sport at significant senior levels with experience in the Olympics, Formula 1, IZOD INDYCAR, Le Mans, MLB, Sport/Entertainment Licensing, NHL, Susan G. Komen and the NFL. With Brand week award-winning experience in sales promotion and activation and case studies from Coca-Cola to NASCAR displaying our continued success for our client portfolio, PSE is proud to support multiple charities and philanthropic endeavors.

About Newman/Haas Racing

Newman/Haas Racing (NHR) was formed by actor/race car driver Paul Newman and racing entrepreneur Carl A. Haas and began competing in 1983.  The team is the second most successful open wheel team competing today and will participate in their 29th season of Indy car competition in 2011.  To date NHR has earned eight championships, 107 race wins and 109 pole positions.  Drivers have included Mario and Michael Andretti, Nigel Mansell, Paul Tracy, Christian Fittipaldi, Cristiano da Matta, Sebastien Bourdais, Bruno Junqueira, Oriol Servia, Graham Rahal, Justin Wilson and Hideki Mutoh among others.  For more information, log on to

SOURCE Phoenicia Sports and Entertainment