At certain races throughout the season, race teams with major sponsors will get visited by that company’s big wigs. It may be that certain races are close to their corporate headquarters, maybe the team is running a special paint scheme, or maybe that company is making a big announcement. Whatever the reason, when these folks make an appearance at the track, it’s always a big deal.
Most companies who sponsor a race team at the highest levels are represented at each race. They either have a marketing company who looks after the sponsor program for them, or they have their own rep who comes to the track. These folks make sure the company is represented as it should be, and they are busy with things like driver appearances and hospitality.
When people from a company’s executive team are planning on showing up at the track however, it’s always easy to tell.
For whatever reason in racing, the important people for a team always seem to wear pressed white shirts at the track. The next time you’re at a race and walking around the infield, pay attention to this. Many team owners and their business people will be wearing this uniform.
These pressed white shirts are always the first clue. When XYZ Co.’s CEO is at the track, there always seems to be a big conglomeration of white shirted folks hanging around the hauler and the pit.
Another clue is often the disappearance of the driver and sponsor rep/PR person for any duration of the day. Often times the driver will head out to a company’s hospitality tent or trackside suite to meet with the people who pay big money for them to race. They will do everything from Q&A sessions with company guests, to private sit down meetings.
One last clue can be seen right before the race. There are always a gazillion people on pit road before the race starts. Everybody from crew guys, media folks, fans and the like will crowd around the cars before the drivers climb in. When the execs are at the race, there will always be a much bigger crowd around that particular car. Company employees will meet with the driver, get a chance to see the car, and pose for photo ops.
For Fortune 500 companies that spend $15-25 million a year to sponsor a race team, it’s always good when these people get a chance to come to the track. Watching on TV or seeing still photos is one thing, but seeing their dollars at work, in front of a hundred thousand fans, is hopefully all they need to keep cutting those checks.
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We’ve made it to the Scott Speed edition of Ask The Insiders Wednesday (get it? 82…). Upcoming this weekend is a NASCAR mid-west triple header, with the Nationwide and Cup cars at Chicago, and the Trucks at Iowa. While we work through a short week, here are more reader questions and answers for you. If you don’t know what this post is, we answer any and all reader questions every Wednesday, right here. So if you’ve got one, click on the ”Ask the Insiders” tab at the top of the page and send one to us. On to the questions…
1. From Woogeroo:
Howdy Insiders! The qualifying vs. race trim question from last week got me to wondering about what is allowed to be changed these days? I’ve read that Larry McReynolds had a some crazy number of things he would change back when he was a crew chief… but that was back when they could swap motors between racing/qualifying, no impounding and pre spoiler mobile. I’ve read of things like special oils/lubricants for various things just to run the two laps… then they drain it out and put the good stuff in for the race. Does NASCAR still allow all of these shenanigans? I guess what I am asking is… what all is being changed on the car?
Anything and everything is fair game. Like I said last week, whatever it takes to make the cars go as fast as possible for two laps. That means doing things like making the car as aerodynamic as possible (taping up openings), and doing whatever is necessary to move weight around (legally). Teams will also change chassis elements, put more air pressure in the tires, and use lighter lubricants. - T.C.
2. From Joseph:
Hey Guys, will Bobby L. race for the #09 for the rest of the year? Is there any other team your aware of for 2011 ? Do you think Bobby is done? I hope not I believe he still can drive he just needs that 2nd chance like Martin got. Thanks.
As of right now it’s only a two race deal – Chicago and Daytona. Certainly if they’re happy with him and money can be put together that could be extended. I don’t think Bobby’s done in NASCAR, but his Cup Series opportunities are dwindling. Could he have a resurgence? Its possible, but I don’t think it’s likely. – Journo
3. From Ryan:
Any word on sponsors for Smoke. I heard Maybe Stanley. Thanks.
To be honest, I haven’t heard even the slightest small rumor about who or what Stewart Haas is going after. I’m sure that Bass Pro Shops and Budweiser are in play, as is any other company that has an expiring contract. – T.C.
4. From Eddie:
What happened to Scott Lagassee Jr?
Lagassee started out the season with Baker Curb Racing in the #43 NNS car, but has been out of the car for a few weeks because of lack of funding. Unless he can find a sponsor or put more money together, you probably won’t see him back. – T.C.
5. From Dan:
Why didn’t Chevy use the Camaro in the NNS or even the Malibu. Did I miss something? People are referring to the new NNS cars as pony cars. My thinking is the Challenger and Mustang are true pony cars,but not the Impala and Camry.
You’d be correct in your assessment. I’m not sure why they didn’t use the Malibu – that’s not a bad idea – but they didn’t use the Camaro because the COT didn’t allow for them to do justice to the body lines of the car. GM’s Mark Kent said:
“At the end of the day, because of the quest for very close competition and the need to have templated bodies in that series, we felt that by forcing the Camaro into the Nationwide templates that we were compromising the body lines of an iconic car. So at the end of the day we just could not get the Camaro in the Nationwide series to satisfy our requirements.”
- Journo
6. From Billy:
What are your opinons of fan sponsored cars?
I don’t think there is anything wrong with fan sponsored cars. They though are not a sustainable way to run an operation. I’m assuming this question is coming up because of the ‘formation’ of that America’s Racing Team. I think I’m going to do my post on this for Thursday so I’ll elaborate then, but I hope no one opens their checkbook for it, I’ll say that. It’s one thing to send RAB Racing some money to get Scott Riggs on track – it’s a completely other thing to spend $500 on a ‘membership’ with some no-name start-up organization. – Journo
7. From Nancy:
How much do NASCAR spotters make?
Anywhere from $500 a race on up to a few thousand per race for the well known spotters with big name drivers. – T.C.
8. From Ric:
In the Coke Zero 400 why was Paul Menard given a “lucky dog” so late in the last caution? There was no way for him to make it around the track and reach the pack, not to mention get into the correct spot, for the restart.
What I believe you saw was Menard off and on pit road fixing damage. By the time he got back on track it was time for the restart – so the jump he got wasn’t a big one. They were already a lap down, so what mattered was that they get the damage fixed as best they could. They still got a lap back and a jump on the field with the lucky dog. It just wasn’t the advantage it could have been if his car was 100%. – Journo
9. From Kevin:
Can you guys comment on the sponsorship “issue” with the 29 car. I have been a Harvick fan since day 1, and he has always seemed like one of the more marketable drivers on the circuit. Granted the last couple of years were tough in the performance department, but he still got a lot of air time. Now that he is a legit title contender (yes, these exist outside of Henrick and Gibbs camp, depsite what the media thinks) why is is taking so long to solidify his 2011 sponsor? Do you think it is a case of having many options? Or a case of a sponsor from a current team *coughUPScough* leaving? Seems odd that a guy like Harvick leading the points, winning races, cant find a sponsor, even in these difficult times.
Shell Pennzoil is leaving RCR more for the business to business relationship with the Penske Automotive Group than they are for the competition end of things. A large number of sponsors are in the sport because of the opportunities they have to make money off the track. Take the Dupont, Hendrick Automotive Group relationship. I’m confident RCR won’t have a problem finding a sponsor or sponsors to fill the void being left by Shell. It’s not necessarily out of the ordinary that you aren’t hearing about anything. This is the time of the year that teams are waltzing sponsors, and the sponsors are looking for the most bang for their buck. Never fear, there is still a lot of time – things will be just fine. – Journo
And that brings yet another “Ask The Insiders Wednesday” to a close. Thanks to everyone who sent in questions. And remember, if you’d like to be a part of next week, click on the ”Ask the Insiders” tab at the top of the page and send your question in!
I know this seems like a weird question, but it’s a legitimate concern for many of the sport’s marketers.
Michael Smith, who among other things covers NASCAR at Sports Business Journal, wrote a piece this week looking at the changing face of the NASCAR sponsorship – namely the proliferation of fragmented sponsorship deals. He notes there are just 10 teams (he missed the #37 Extenze sponsored car, so 11) that carry the same sponsor for the entire season (of those, three are owned by the sponsor).
Through this, many in the sport and around the sport are questioning the effect it has on fans – many are even suggesting it drives fans away. The thinking is that it becomes hard to associate the driver, the team and their corporate partner – in other words they all look different every week. It certainly is a strange new world.
From the beginning of sponsorship in the sport one of the real values has been the ability to tie a sponsor to a driver, and vice versa. Think GM Goodwrench and Dale Earnhardt, STP and Richard Petty, Skoal and Harry Gant, and many, many others. This, so the thinking goes, builds fan loyalty.
Today it’s almost difficult to tell who sponsors whom, when. Carl Edwards has four? sponsors, Tony Stewart and Ryan Newman have three, and Marcos Ambrose has six different products and/or companies adorning his car at various times throughout the season. It’s impossible to keep up with.
Now my question to you is, does this make any difference to your enjoyment of the sport? Does it change the way you see your favorite driver or team?
I don’t know if I necessarily believe it’s driving people away from the sport, but I can see how this might make it hard to follow for someone who is new to the sport. It would be like the Chicago Cubs calling themselves three different names during the season. You know the players play for the same team, and you know the Cubs are also the Pups and the Fawns, but you can’t keep your apparel straight and you’re not sure when you go into the stadium just what team you’re following.
As the article suggests this fragmentation and confusion dilutes the sponsorships and the brands. It’s hard to see how anyone is getting any value from these few race deals, or from ever changing paint schemes. And I can’t imagine fans are connecting all that well.
What do you think about all of this? Since this is likely the future of sponsorship in the sport, will that change how you feel about NASCAR? Do you find this frustrating? Is it a non-issue?
Bass Pro Shops and Kasey Kahne don’t seemingly have a lot in common, but with the season now in full swing the two are about to have a very similar decision to make: do they stay where they’re at or look for greener pastures elsewhere.
It’s well known Kahne and Bass Pro are in contract years, and given the tension they’ve had with their respective organizations in the past their futures might seem clear; but with recent success and transition both could make surprise moves.
For Bass Pro the transition from DEI to EGR was less than a happy one. It was quite apparent last year that they weren’t putting much into their long standing deal. Even worse, when Martin Truex Jr. left, EGR had to do a lot of convincing to get the company to sign off on Jamie McMurray.
In just a matter of a couple of months though Bass Pro went from skepticism of their new driver, to celebrating with him in victory lane at the Daytona 500. As a sponsor do you stick with the current iteration of a team you’ve been with for years or go elsewhere? Arguably McMurray isn’t the best representative of the company, but if he continues to perform is there any reason for them to move on?
For Kasey Kahne the decision to leave Richard Petty Motorsports is equally murky. He joined Evernham Motorsports in 2004 and in that time racked up 11 wins, including two last year. Since 2004 though, the organization has gone through two mergers and all but lost Ray Evernham’s guidance.
In September, Kahne was among those publicly and privately questioning who was in charge at RPM.
“There are not a lot of answers out there right now. I don’t know if it’s because we’re in the middle of a lot of things, we just don’t have a person in that position. I think Robbie Loomis is supposedly going to be that guy, but I don’t think that he is yet. Is it Foster? You can’t get anything out of Foster. So it’s hard to say who that is, and I think that’s because we’re in a lot of different things right now. But when you’re in things, you still need to keep your team and your guys, your company behind you knowing what’s going on, and we don’t have that. Hopefully, we’ll get it soon. The sooner we get that, the better everybody will be.”
Since that time though Kahne seems like a guy much happier with and much more sure of his situation. That said as one of the sport’s most popular and talented drivers, does he stick with a team that needs him more than he needs them? If Kahne enters free agency he’s sure to be the hottest driver on the market. He’ll likely be able to write his own ticket.
Certainly continued success is going to be important for all parties involved to consider staying where they’re at, but if that does happen is there a reason to move on? And how much success do Kahne and McMurray need to have?
No matter what happens from here on out, I think both have to consider the options available to them. Either one may choose to stay where they’re at, but with plenty of teams looking for sponsors and the likelihood of any number of available seats, Kahne and Bass Pro would be crazy to not see who’s interested.
So what do you think? Will Kahne and Bass Pro stay put? What will it take for their respective teams to keep them? If they do move on where do you think they’ll they go?
It’s a busy NASCAR week, as the Charlotte Motor Speedway Media Tour means a ton of news and announcements. And the Media Tour means we inch ever closer to Daytona. And as we do, it’s Wednesday again, and that means more of your questions and our answers. If you don’t know what this post is, we answer any and all reader questions every Wednesday, right here. So if you’ve got one, click on the ”Ask the Insiders” tab at the top of the page and send one to us. On to the questions…
1. From Ric:
Have heard that sometimes they adjust tire pressure on the inner tire to make a difference in the outer tire pressure. Is this common practice?
Yes, at the tracks where inner liners are used (they aren’t at places like Martinsville) the pressure of the liner affects handling characteristics and it is adjusted. Somebody who knows more about tires could tell you why, but you don’t want the pressures to be equal. When this happens, you’ll hear the TV guys say the tire has “equalized.” – T.C.
2. From Connie:
I saw something on TV about Jimmie Johnson doing some show on/at Daytona before the new season starts ?
Jimmie is doing HBO’s 24/7 series. It’ll be four episodes and is being billed as a behind the scenes look at Jimmie Johnson and the #48 team. It starts next Tuesday (the 26th) at 10 p.m. and airs the next three Tuesdays at the same time. More info here. You might also want to check out Speed’s show on Joe Gibbs Racing’s push to Daytona. It too is four episodes and starts Sunday at 6 p.m. – Journo
3. From Ella:
NASCAR is considering changing to a spoiler on the COT. If that happens this season, will that change how the cars run? Will it negate the test data collected on the cars so far? Will it be a big impact or a small glitch for the crew chiefs, drivers and crews?
Yes, the handling of the cars will be different with a spoiler. Teams will pretty much be starting over with data, because a spoiler will affect a car differently than the wing. There will definitely be an adjustment period for the teams and the drivers, but just how big of a deal it will be remains to be seen. I think we won’t know for sure until the teams get some track time with the new configuration. – T.C.
4. From Kevin:
Hey guys, I read something last week about RCR and their troubles last year. They referenced a very specific part of their cars that was the root of their problems. They didn’t say exactly what it was, but it was clear they all knew what it was, and after they realized what it was and started changing it on all their cars they got it turned around. It appears it worked and they did run better in the Chase. Do you guys know the part of the car they were referring to?
Let me put it this way. If I don’t work for RCR, I probably don’t know what it is, as they aren’t saying. If I do work for RCR, I can’t say because I don’t want other teams to know what we figured out. So either way, I can’t say. – T.C.
5. From Patrick:
With the rear wing on its way out will we see more rear deck lid ads?
Every car that I know of (except maybe Penske) still utilizes the decklid for sponsor space. It will certainly be more visible, but it won’t change from what they do now. – Journo
6. From BB:
Just wondering why Michael Waltrip is running the 51 as opposed to the 55 this year, and if you have any news on why SPEED cancelled TWIN?
From Michael Waltrip’s Twitter: “i needed a change from the 55. we won Daytona in the 15. 51 is a variation of that. sorta in memory of.” And as far as TWIN goes, Speed President Hunter Nickell told Sports Business Journal, “the news and analysis format, hosted by Steve Byrnes, Michael Waltrip and a variety of other guests, “just wasn’t connecting with the fans anymore.” So TWIN will not be returning. Speed is adding several new shows though. Check out the article here (SBJ subscription required). – Journo
Sponsorship, or lack thereof has been on the mind of just about every team executive in NASCAR this season. While the year has been rough for the sponsorship market as a whole, in no place has it hit harder then in the Truck Series.
The biggest anomaly in the series are the amount of experienced, winning drivers that have been affected.
Take defending champion Johnny Benson. He became the latest victim of the economy this week after Red Horse Racing shut down his unsponsored team. I believe the only time the team actually had any deal was at Daytona with K&N. The rest of the time the truck has remained white.
Now he hear Timothy Peters is joining Red Horse from his own fledgling organization. Peters’ biggest asset is the Strutmasters sponsorship he brings with him.
Todd Bodine doesn’t quite know Johnny’s plight, but he has been driving race-to-race all season. Every time Bodine has been on the cusp of reaching his final race, sponsorship has come through and they have been able to continue. The brilliant thing this team has been doing is publicizing their struggle and they have gotten a lot of great exposure as a result.
Germain ran several very small sponsors early on in the season (which were plugged heavily during the broadcasts), and then signed Copart for the last several races. Copart has three races remaining with the team this season. After that the team finds itself in a familiar situation.
Another former champion feeling the pinch is 26-time winner Mike Skinner. He joined Randy Moss Motorsports this season after Bill Davis Racing folded. Skinner brought with him a partial sponsorship from Exide and some support from Toyota, but he and most especially his wife Angie have been working very hard to put together smaller deals for the holes in his schedule.
They have had everything from Daytona Beach law firm Rue & Ziffra to Bad Boy Mowers on the truck. Mike and Angie, instead of waiting and hoping on others to find deals, took the initiative and are keeping Mike’s career alive and still very vibrant.
Unfortunately NASCAR has been less than enthusiastic about furthering the Truck Series. It has become the overlooked series, almost an after thought by the sanctioning body. If you want an example of this look at purse money. Just something to consider; the top grossing driver, in terms of purse money, in the Cup Series is Tony Stewart. He has pulled in $3,459,120. In the Nationwide Series, Kyle Busch is tops; he has earned $506,620. In the Truck Series Todd Bodine holds the crown with $286,875 in winnings. He is not the norm either. The points leader at the moment, Matt Crafton, has pulled in $130,000 less than Bodine. While it is true it’s a little cheaper to run in the Truck Series, it’s not that much cheaper.
Another big issue the series faces is a lack of media exposure. While they have been making ratings strides on Speed, the untapped market is very large. Despite the extensive amount of programming that covers the other series, the Truck Series has very often left out in the cold.
And now we have reached the point where fewer than 30 trucks will even actually finish the race. At Texas there were only 22 trucks running at the end. This weekend there are 32 on the entry list and I counted at least six start and parks.
It’s hard not to commend the teams who are actually fighting and going the distance. I can’t say enough times how much I love the Truck Series. It is the most fun to be around and the best racing you’ll see most weekends. Unfortunately NASCAR has been slow to give the series the credit it deserves. It will be interesting to see how the remainder of the season plays out for those sponsor-challenged teams.