November 15, 2011
By Doug Demmons
Whenever there’s a story about a NASCAR sponsor being upset and disappointed with the actions of its driver, I am reminded of the scene from “Casablanca” -- the one where Claude Rains as Captain Renault shuts down Rick’s cafe.
“I'm shocked, shocked to find that gambling is going on in here,” Rains says.
It’s kind of difficult to imagine that M&Ms would be shocked and disappointed that Kyle Busch did something stupid and impulsive on the track.
Thus, the circus that ensued after Busch dumped Ron Hornaday Jr. under caution was rather farcical. A contrite Busch sat next to a stern, fatherly Joe Gibbs at a news conference, promising to be a good boy from now on, vowing that he’ll learn from the experience and grow to be a mature and responsible athlete who ... blah, blah, blah.
Gag me.
Did M&Ms really think they were getting the boy next door? Did they really think Kyle Busch would a model of propriety?
If they did, they were seriously delusional.
If M&Ms wants a clean-cut all-around nice guy, who is also capable of winning, to be its driver, then they need to get on the phone with Wood Brothers. Trevor Bayne is made to order for M&Ms and, coincidentally, is in need of a sponsor.
M&Ms has no business sponsoring Busch. It’s one of those marriages that you just know is eventually going to end in divorce.
Busch is more of a Bud man. He’d be perfect at Red Bull, if Red Bull was staying in the sport. He needs a sponsor that doesn’t care if he’s a bad role model for 9-year-olds.
Dale Earnhardt Jr., who was sponsored in his impetuous youth by Budweiser, was asked about the difference in sponsors in NASCAR.
“I did a few things early in my career that I regret, that I shouldn’t have done in certain instances with drivers. I did things where I put my relationship with my sponsor at risk but I was fortunate and lucky to come out of those deals unscathed,” he said. “I did have Budweiser as a sponsor who liked for me to be a little rash and out of the norm. I could cut up a little bit and that was kind of what they wanted.”
He said he remembered when Elliott Sadler was sponsored by M&Ms and how “he had to take extra careful steps to make sure that he was on the up and up and that he didn’t do anything they wouldn’t approve of. I think certain drivers have it differently depending on what sponsor you are showcasing and what your demographic is. I would say the M&M and Mars brand is one of the more difficult ones because you are gearing directly toward kids in a manner where several other sponsors that’s not their demographic and you get a lot more breaks. Not to say what Kyle did was okay, but with that type of sponsor you’re going to be held to a little bit different standard.”
The bottom line is that NASCAR is not badminton. Wrecks happen. Tempers flare, payback gets delivered. Sponsors should realize that up front.
It isn’t always pretty or fair. Drivers are not always mature and responsible. If they were, nobody would buy tickets.
Doug Demmons is a writer and editor for the Birmingham News ~ he writes daily and weekly auto racing columns ranging from NASCAR to open wheel to Formula One, local tracks and more... you can read Doug's columns online at Blog of Tommorow
Follow Doug on Twitter: @dougdemmons
The thoughts and ideas expressed by this writer or any other writer on Insider Racing News, are not necessarily the views of the staff and/or management of IRN.
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