January 23, 2003

NASCAR fans are fiercely loyal; they not only support the drivers and race teams but also the companies that sponsor racing. When a race fan buys a box of Frosted Flakes or shops at Home Depot there is sense of ownership. The fan/consumer knows that when he plops down his hard earned dollars he is supporting his team. In addition, the folks that follow NASCAR are very product knowledgeable. Mention a sponsor and most fans can tell you who drives their car. Utter a car number or driver and most will be able name the primary and probably several associate sponsors. Yes, we know our sponsors and support them. So why is it necessary for us to hear a litany of corporate names every time a driver is interviewed?

You know the speech by heart. Your favorite driver has just exited the in-field care center after a horrendous looking crash. Some talking head with a microphone asks the usual inane questions: "How are you? What happened out there?" Our hero says something like, "I’m fine, my Acme Head and Neck restraint did its job. I’m just disappointed for the team. The Mega-Corp, Gassy Cola, No Sweat Socks car was running like a scalded dog. We were really looking forward to a good finish. But we’ll get them next week." If the speech sounds canned, it’s because it is. The sponsor’s PR representatives have drummed it into the poor driver’s brain until he can recite it in his sleep.

Corporate sponsorship of a Winston Cup team is a very expensive venture. You can’t blame companies for wanting to get the most out of their investment. However, this ridiculous dog and pony show has become an insult to the intelligence of the audience. As with many aspects of our sport the fans are being given little or no consideration. We want information, we want opinions and we want news. We DO NOT need nor do we want any more advertisements. Isn’t it enough we must endure endless, tasteless commercials as we watch the race? Must we be subjected to this, as well?

Some sponsors know nothing about NASCAR racing except that it is the fastest growing sport in the country. All that matters is the number of visual and audio hits they receive during the broadcasts. In fact, these are so important companies hire an outside firm to count them. Yes indeed, someone draws a salary for watching tapes of the races and counting the number of times each sponsor is mentioned or has his name on camera. During the next race watch the people in the background, that fat guy walking by wearing the Bud shirt, he is a hit. The skinny girl in the Home Depot tank top, she is a hit. If this minutia is counted and assigned a dollar value why can’t they simply let the drivers speak their minds?

These athletes are our heroes and reciting a steady string of sponsor names during every interview diminishes their image and tells us absolutely nothing of worth. NASCAR and corporate sponsors should let the drivers speak their piece and relieve them of this tiresome ritual. How wonderfully refreshing it would be to hear the open honesty of Cale Yarborough or the bravado of Darrell "Jaws" Waltrip again.

TO THE WOODSHED: Frequent readers know I sometimes take someone out back to the Woodshed to adjust their attitude or to reward blatant stupidity. For the new season we have built an addition to the "shed of dread." Today we officially open the France-Helton wing of the Woodshed. So without further ado, drum roll please, the two ply ribbon is cut and the new room is officially open for business.

It is only fitting that Mr. France and Mr. Helton be the first visitors to our new addition. They tell us there may be a major shake up in the Winston Cup schedule for 2004. In "Daytona-ese" a major shake up translates into moving further away from the roots of our sport. Bill France Jr. said some tracks might lose one of their two dates to allow new tracks in larger markets to gain an event. NASCAR would not mandate the changes itself but would allow track owners to move the races that are not selling out. This may sound fair, however remember NASCAR/International Speedway Corporation owns majority of the facilities on the schedule. This idiotic proposition virtually assures that the sanctioning body will retain complete control of the schedule. Furthermore, Darlington and Rockingham will more than likely be cut to one event each, if we’re lucky. These wonderful old tracks could be taken off the schedule completely. Do you doubt me; can you say North Wilkesboro?

You can contact Orlena at: Insider Racing News