The Future of North American sports car racing now has a name, as executives from GRAND-AM and the American Le Mans Series unveiled the United SportsCar Racing series, set to debut at the season-opening Rolex 24 at Daytona next year.
A culmination of a four-month project that involved New York-based SME Branding as well as fan input to develop the series’ new name, logo and branding, ALMS President and CEO Scott Atherton and his GRAND-AM counterpart, Ed Bennett, made the historic announcement Thursday at Sebring International Raceway ahead of this weekend’s ALMS season-opener.
“The new name says it all,” said GRAND-AM President and CEO Bennett. “In only six months since we announced the merger, GRAND-AM and the ALMS have taken huge strides to become one organization that will redefine sports car racing in North America. United SportsCar Racing reflects the fundamental spirit of how we are working together toward a common goal.”
Two other major components were announced Thursday, including news that the IMSA brand will live on, having been retained as the name of the sanctioning body. IMSA, which was co-founded in 1969 by John Bishop and the late Bill France Sr., will also organize the various support series under the two current championship’s umbrellas.
Also revealed were the class names for USCR, designated as Prototype (P), for the current Daytona Prototype, P2 and DeltaWing cars; Prototype Challenge (PC), retaining its same name from the ALMS; GT Le Mans (GTLM), consisting of the ACO-homologated GT cars currently competing in the ALMS; GT Daytona (GTD) for GRAND-AM GT and ALMS GTC-spec entries; and GX, the new-for-2013 category in the Rolex Series.
Additionally, the name of the holding company for the series and its unified assets will now be known as Grand American Holdings, LLC. GRAND-AM Road Racing had been under NASCAR Holdings, LLC since its formal acquisition of the series in 2008.
The series’ logo, depicting a helmet-like design encompasses a combination road course and oval, symbolic of two championship’s roots. SME Senior Partner Ed O’Hara said the objective of the name and logo was to be “modern, aspirational, authentic, unique and obviously, exciting.”
And as a further nod to its fan base, the selection of the United SportsCar Racing name was derived from a submission by Louis Satterlee in the “Name The Future” fan contest, which was used in conjunction with SME Branding to determine the series’ identity.
“When it came to the branding of our newly merged entities, we felt we had one chance to get it right – and now we believe we have done just that,” Atherton said.
“We began the branding process by listening to everyone – manufacturers, corporate partners, drivers, teams, tracks – and of course, the fans. The input was invaluable and helped lead us to today’s milestone announcement.”
One of the biggest omissions is the lack of sponsorship in the series name. With contracts yet to be finalized, further announcements are expected to be forthcoming regarding presenting sponsors for the championship, set to debut in just under nine months. Currently, Tequila Patron serves as the presenting sponsor of the ALMS, with Rolex as the title sponsor in GRAND-AM's top sports car series.