• March 14, 2013

The merger of GRAND-AM Road Racing and the American Le Mans Series has bred a new entity, United SportsCar Racing. The series was unveiled on Thursday at Sebring International Raceway. Tequila Patrón is sponsor. The new organization's first race will be at the 2014 season-opening Rolex 24 At Daytona.

The new racing platform follows a four-month project with New York-based SME Branding, which also handles the NFL, NHL, UFC, the New York Yankees, Madison Square Garden and NASCAR, among others. Per a release,  SME conducted stakeholder research as well as fan input to develop the series’ name, logo and brand identity.  

The selection of United SportsCar Racing was derived from a submission by Cocoa, Fla.’s Louis Satterlee in GRAND-AM’s “Name The Future” fan contest. The logo, with its race helmet-like imagery, was developed to be an icon with a modern feel, representing a part of motorsports that is immediately recognizable.