All year, the NASCAR family has worried about what the dreadful economy, the horrible state of the auto industry particularly GM and Chrysler, tight sponsor dollars, and how hostile Obama-nation might be toward a culture completely the opposite of theirs could adversely influence the sport.
On the Sprint Cup level, first the #28 car, a historic Ford team, run by Yates racing disbanded for lack of sponsorship and inability to make the top 35 in owners’ points after four races. Later, Earnhardt/Ganassi disbanded their original flagship team, #8, for lack of sponsorship. More recently, Richard Petty conceded his team was not getting paid from Dodge forcing layoffs and pay reductions.
For Craftsman trucks, keeping teams assembled has been a year along struggle, but what could be a more chilling reality than last year’s champ losing his ride from last year as that team disbanded then just in the past week, his new team disbanded leaving Johnny Benson without a ride. Bill Davis racing, a major force in truck racing, liquidated in the offseason leaving the champ settling for a seat with a minor team with poor finances and sponsorship trouble.
Now as the NASCAR teams journey to the heart of the auto industry in Michigan, a big bomb from General Motors, pulling out their support for the Nationwide and Camping World Truck series. For Nationwide alone, that impacts Richard Childress, Kevin Harvick, JR (as in Dale Earnhardt Jr.) and Rusty Wallace’s team. These have been strong operations, but where do they do now.
Ford is probably not in a position to pickup the slack. Most of these teams are ones with strong historic bonds with GM. Would Toyota make a bold bid to all but take over the lower series?
Teams have operated in the past without factory support, but never before have two of the Big Three been government and labor owned entities. How politics and UAW activities could further impact NASCAR will be determined as the season continues.
NASCAR’s success struggles with three hard realities.
1- The motor industry is in deep trouble. GM and Chrysler are in government and union control. How much NASCAR support could be deemed unnecessary will directly impact teams. Only Toyota is in a strong position. Ford has not fallen off the cliff with its two Detroit companions for its prudent fiscal management which will keep a close eye on the benefits achieved by supporting NASCAR which is limited largely to the fortunes of the Roush-Fenway operation.
2-Broadcast ratings are way down. While Fox, TNT, and ABC/ESPN are locked into long term deals, if they are not gaining viewers and ad revenues drop, the extent to which they can promote the sport diminishes. NASCAR needs lots of stories making it to Sports Center that will compel sports fans to watch the races each weekend. Here’s one area where the “Blame Junior” faction is vocal. When the sport’s most marketable and popular driver is not a factor in the competition, the logic is marginal fans might tune out. While Kyle Busch excels at generating controversy, he’s such a jerk and hasn’t been around long enough to earn the kind of villain status that draws viewers who want to see him tamed the way some would watch a New York Yankees game. As NASCAR examines ways to liven up the sport, such as implementing the double-file restart, perhaps they must consider shortening some of the long races such as the 500 miles at Pocono. Rarely will there be as racy a Pocono race as last Sunday.
3-Attendance at the race tracks is down. During a bad economy, NASCAR is especially vulnerable because unlike balls sports which have hometown followings where fans can decide to attend a game on impulse, as in “the weather’s nice, let’s catch the game tonight,” NASCAR events are more of a destination sport. Fans plan weeks ahead to attend NASCAR races often involving one or two overnight stays in the area of where races are held. How many racing venues are in commuting distance of major markets?
While Pocono and Dover, for instance, are close to huge markets like New York, Philadelphia, Baltimore, and Washington, all require at least a couple hour drive to attend. Gas prices factor in too.
Good competition cures some of these problems, but can anyone say this year’s Sprint Cup racing has been boring?
Nine drivers won races out of fourteen events this year including surprise first time victors like Brad Kesolowski whose bold moves on the final lap earned him his first win in a part time ride at Talladega. David Reutimann brought home his first victory in the Coca Cola 600 which was compromised racing a day late because of rain and was likewise shortened by rain. Other fan pleasing victories would be Mark Martin’s two wins including a prime time victory at Darlington. Tony Stewart’s rise to victory at the All-Star race and Pocono are very compelling races for fans to enjoy.
NASCAR needs races that generate breathtaking highlights and get fans talking. The double-file restart surely makes races racier. Whether it can be accomplished this season, knocking back events so they don’t run for often over four hours should be considered. Reducing Pocono to 400 miles or 500k must be considered. Atlanta, Texas, and Fontana are all 500 mile races that might benefit from a shorter time-slot. NASCAR also needs to consider its competition during the chase season up against baseball playoffs, college football, and the NFL.
NASCAR might face another challenge lurking in the background. Have they abandoned their base – the staunch fans from Dixie and hard core gear heads around the country in pitching too much for a broader but more fickle audience? Darlington has only one date on the schedule. Rockingham and North Wilkesboro are gone. Atlanta struggles for fans as does the fall event in Charlotte. The pickup truck devotees are quite vocal about their dissatisfaction with the “wine and cheese” crowd. The NFL faces a similar divide in its fan base, but that’s never an issue. Both sports need to satisfy the tailgaters and the luxury suite high rollers.
The green flag drops on bittersweet atmosphere in Michigan. Joey Legano, the absolute opposite in personality to his teammate, Kyle Busch, won the Nationwide race in Kentucky as both will speed off to return to Michigan in pursuit of the bigger prize of Sunday money. Michigan is much more a gear head’s track rather than a casual fan’s event as its spacious width and wide open spaces don’t facilitate fender-bumping action and often its races come down to fuel management more than all-out hard racing.
While the action on Sundays remains faithful to racing in greener times, perceptions can color things to the contrary. Give the appearance of blood in the water and the sharks arrive. NASCAR getting so much attention about its struggles riding on the auto-industry could be counterproductive in attracting fans who somehow process this reality into believing the races aren’t quite what they used to be.
Try telling that to drivers like Mark Martin who shows up ready for business with all the enthusiasm he showed twenty years ago when a black Chevrolet with a silver-white number three on its roof and side panels created the exact kind of spectacle that grew a generation of fans.
Who among today’s up and coming drivers could be the next Dale Earnhardt?
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