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Collin Matiza Sports Editor
ZIMBABWE’S motor racing whizz-kid Axcil Jefferies is set to make his Firestone Indy Lights Series debut in the Honda Indy 200 at Mid-Ohio, United States, this Sunday. Jefferies (19) moved to the United States at the beginning of this year after failing to get himself some sponsorship which could have seen him racing for the Malaysia-based Caterham GP2 Racing Team this season.
And after failing to join the Caterham Racing Team, Jefferies decided to seek greener pastures elsewhere and an opportunity opened up for him to join Starting Grid Inc, an American motorsport group in May.
In fact, Jefferies was approached Starting Grid Inc and Bryan Herta, an American IndyCar Team, and they offered to resurrect his motor racing career by offering him a fully paid for Test and Race package in the United States this year.
And this Sunday will see Jefferies, who is now based in Indianapolis, making his long-awaited debut appearance in the popular IndyCar racing in the United States when he gets on to the track in the No. 28 SGI/ American Honda-sponsored Bryan Herta Autosport car.
He tested the car on the 2.258-mile, 13-turn road course two months ago.
“It’s an incredible feeling to finally get back into a car after being on the sidelines this year,” Jefferies told The Herald from Mid-Ohio yesterday.
“I’ve had to work overtime for this opportunity and can’t thank Starting Grig Inc and American Honda and all my supporters enough for their continued faith in me.
“There will no doubt be a lot to learn, however, this is the challenge of racing some of the best drivers and teams in the world in Indy Lights. I’ll be pushing to achieve the best possible result in my rookie race.”
Jefferies is already a hit in the United States.
Recently there was an entourage of professors from Columbus University, who wanted to do an insight on the young Zimbabwean driver, as he is the only African in Formula racing.
Jefferies did a tour of the race team factory and guided them through the preparation of race cars and himself. He told them about his training regime, his history etc.
The young Zimbabwean driver will also be part of the digital gaming industry in the United States.
The digital gaming industry will be worth an estimated US$86.1 billion by 2016. It forms a key part of the branding value chain as most popular sports or entertainment franchises get their own games.
Jefferies, Zimbabwe’s rising Formula racer, has achieved the special feat of being a character in RFactor 2, a racing game.
RFactor 2 was recently unveiled in London and is a motorsport racing simulator.
“The experience of being in a game and representing my nation and greater continent is mind blowing. It’s awesome. I hope all of Africa enjoy racing our Team Zimbabwe car and feel part of our dream. Afri-Hype was fantastic in supporting me and I am proud that they are on our car and feature on the game,” Jefferies said.
The PC game is expected to create measurable opportunities for Jefferies and brand Zimbabwe.
This is directly due to the fact that the game has a wide distribution footprint that leverages on the global reach of the internet. As a direct result of this reach, consumers falling within the nation’s traditional tourist source markets will be exposed to a positive narrative of Zimbabwe.
In this inter-connected world, breaking through clutter to get a message across isn’t easy. Gaming is heading towards the magical US$100 billion mark purely because of its ability to merge fun with an emotive brand experience.
Traditional rules of engagement are simply no longer effective for both corporate brands and national ones, dynamism is critical to survive and also thrive.
The Motorsport Association of South Africa recently published an article on its website celebrating Jefferies’s accomplishment.
It underscored the power of endorsements and brand equity contribution of endeavours such as Jefferies’.
As the young “Zimbabwean lion” looks to cause more vibrations in the world of motorsport, there’s an open invitation for progressive brands looking to tap into the global marketplace. Jefferies’ inspiring story continues, the young man’s journey from Harare to the world continues.
The dream of an African Formula One pilot is stamped with a distinctly Zimbabwean stamp.
Online Reporter