Fisher and Paykel has been sponsoring Scott Dixon to try and raise its US profile.
Fisher and Paykel has been sponsoring Scott Dixon to try and raise its US profile.
KEY POINTS:
As Scott Dixon drove into history, one of his local sponsors rode proudly in his slipstream.
New Zealand appliance manufacturer Fisher & Paykel's US division has sponsored Dixon in recent years, in an attempt to raise the company's profile in the United States.
Sales and marketing vice-president CraigDouglas described Dixon's win as "a great result", for both the company and the country. "It's good for us to be involved with somebody who has done well in the US, but it's New Zealand that's in the limelight. And, of course, being a New Zealand company, that [publicity] cycles back around again to our association with Scott."
Not that Dixon's triumph will necessarily mean millions for Fisher & Paykel. "It's certainly not millions, no," Mr Douglas says. "[F&P's] association is directed at a few retailer relationships ... It's not a massive brand flag-waving exercise for us."
He described the sponsorship deal as "just an opportunity to support Scott doing what he's doing, then have him come along and support us in some of our functions, and things like that."
Despite the fame that comes with an Indycar win, Mr Douglas did not believe Dixon will suddenly become too hot a property for Fisher & Paykel.
"There's a bit of a 'you scratch my back, I'll scratch yours ... '
"I doubt we will see Scott telephone up and say, 'Look, guys, I need a heap more money now'.
