"Loki the Wolf Dog" to sponsor Pigot for Long Beach

Loki the Wolfdog, an Instagram star with over 1.4 million followers, will serve as primary sponsor for Spencer Pigot's No. 20 Ed Carpenter Racing entry for this weekend's Toyota Grand Prix of Long Beach, in a partnership with Rising Star Racing.

Loki's outdoor adventures are documented by his owner Kelly Lund on Instagram at @Loki_the_wolfdog, and the pair have found success as authentic social media influencers. The list of brands they have been contracted to work with include Google, REI, The North Face, Toyota and Mercedes.

Rising Star Racing, a racing outreach and mentorship program for selected young American open-wheel drivers, identified the value of connecting Loki's thrill-seeking millennial followers with its own stable of young drivers.

"Loki is basically the coolest dog out there, and he's a serious force when it comes to connecting household brands with that elusive millennial audience," Art Wilmes, founder of Rising Star Racing, said. "We decided to team up with him to spread the word about our drivers, the Verizon IndyCar Series, and the Mazda Road to Indy. We're beyond pleased to have Loki with us on Spencer Pigot's car for the Toyota Grand Prix of Long Beach. RSR is stretching the boundaries of promotion once again by combining the coolest canine out there with our wheel-man Spencer Pigot."

Loki the Wolfdog's owner Kelly Lund was drawn to Rising Star Racing's mission of matching young American drivers with corporate sponsors.

"Loki and I are all about new adventures, and getting involved with Rising Star Racing and its drivers is the next big trip for us," Lund said. "My life with Loki is unconventional, and I was drawn to Rising Star Racing because they're taking a unique look at the racing world and making a huge difference in the lives of these drivers. I never thought I'd see Loki's face on the side of a racecar, but we're beyond stoked and can't wait to see Spencer (Pigot's) car when we get to the track!"

Pigot said he is looking forward to meeting his new sponsor.

"It's going to be great to have Loki with us this weekend in Long Beach," Spencer Pigot said. "His following on Instagram is incredible, and I really hope he enjoys his time with us in the Verizon IndyCar Series paddock. Loki has an adventuresome spirit and I think this will be a really special experience for both of us. Rising Star Racing is providing another creative way to generate exposure and I'm really happy to be part of it."