Racing sponsors now at a crossroads of performance, ratings and ethics

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The last several weeks have seen sponsor stories take over from on-track ones as the dominant players in the North American racing news.

NAPA, of course, has made the biggest announcement with its decision to leave Michael Waltrip Racing at the end of the year, in the wake of the controversy at the NASCAR Sprint Cup Series regular season finale at Richmond. 5-Hour Energy, additionally, seems displeased with the action the organization has taken in a statement it has released.

Other sponsors are on the move, which is normal in racing, but noteworthy in their timing after Richmond. Valvoline leaves Roush Fenway Racing for Hendrick Motorsports; Jimmy John’s goes with driver Kevin Harvick from Richard Childress Racing to Stewart-Haas Racing.

Castrol made the jaw-dropping decision earlier this year to leave John Force Racing at the end of 2014 in NHRA after 29 years.

And then there is the report this morning that GoDaddy is re-evaluating its role as a primary sponsor in IndyCar with Michael Andretti’s team, citing low television ratings as the impetus for a potential move out of full-time primary sponsorship there.

It all adds up to a fascinating question: Which part of racing do sponsors prefer most? Is it on-track performance, ethics, or ratings?

To borrow a term from NASCAR President Mike Helton, the “ripple effect” of the last few weeks has changed the corporate game in a way we haven’t seen for quite a while. Sponsors often come-and-go from racing but it’s become increasingly apparent the Richmond saga has made a bigger impact on all forms of motorsport than we might have realized in the immediate aftermath.

If it’s on-track performance you crave, ideally, IndyCar would be the best bang for the buck. It costs substantially less – think in the $4 to 8 million range – for a season-long sponsorship (by comparison to $15 to $20 million in NASCAR). A sponsor can advertise itself at the Indianapolis 500, the largest single-day sporting event in North America, and have the chance to win a variety of different circuits.

That said, the marketing and promotional aspect of the variety apparently does not justify the ROI as it stands now. Roger Penske, for instance, has had to put together a consortium of sponsors to field Helio Castroneves and Ryan Briscoe’s cars since Philip Morris tobacco money exited at the end of 2010 (livery was withdrawn at the end of 2009). Elsewhere around the grid, teams have become increasingly reliant on drivers bringing sponsorship to secure a seat. There’s still plenty of talent on the grid, but the days of fully-funded rides without bringing a dollar are drawing to an end.

NASCAR, meanwhile, can offer better TV ratings on the whole, with the performance aspect secondary. It’s why Danica Patrick, for instance – long seen by this writer and others as a good-but-not-great driving talent who has made most of her career via marketing – can afford to run 25th to 30th place every week, but maintain the GoDaddy support for the awareness and buzz she creates off-track.

Now, though, NASCAR faces an ethics crisis the likes of which it has rarely seen. If NAPA’s departure is the tip of the iceberg in terms of corporate America withdrawing its dollars, it could create another “ripple effect” – to borrow Helton’s words again – where more sponsors depart and hundreds of families see jobs go away. That might be an extreme way of looking at it, but it is certainly possible if sponsors don’t see the value in the tens of millions of dollars invested and the PR too damaging to their brands.

A good take from the Sporting News’ Bob Pockrass, linked here, suggests NASCAR needs to implement a “grand plan” to soothe sponsors and their concerns. Pockrass notes there are elements where NASCAR is already involved in direct communication with sponsors – notably via Chief Marketing Officer Steve Phelps – but that needs to expand in the wake of the Richmond controversy.

As a fan, you want to see sponsors – regardless of series – do the job of activating and creating a connection that spurs you to root for said sponsor and buy more of their product. As a sponsor, you ideally want to be successful in all three aspects of performance, awareness and moral standards.

Depending on the fallout the rest of 2013 as it relates to sponsor movement, we’ll see which of the three takes precedence in the motorsports landscape.

NHRA: Antron Brown on verge of earning 50th career Top Fuel win this weekend at Phoenix

Photo courtesy Toyota Racing
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When you’re used to winning championships – like three in the previous five seasons – any other season finish is disappointing.

That’s kind of how NHRA Top Fuel dragster driver Antron Brown looked at his fourth-place showing in the 2017 Mello Yello Drag Racing Series.

“At the end of the day, we had a very competitive season last year and made it to 10 final rounds,” Brown said. “But we got into the Countdown (NHRA’s six-race playoffs) and our timing was off.

“We struggled with a lot of problems we don’t usually have. Now it’s time for a new chapter for this team and time to get better. This is a new beginning for us and it’s going to be fun and exciting and we’re coming after them.”

Antron Brown hugs the NHRA Top Fuel championship trophy after winning it in 2016. (Photo by David Allio/Icon Sportswire)

Brown had a good start to 2018, reaching the semifinals before losing to Don Schumacher Racing teammate Tony Schumacher in the season-opening Lucas Oil Winternationals at Auto Club Raceway in Pomona, California.

“We had a great performance at Pomona and I couldn’t be more proud of what our Matco/Toyota guys did,” Brown said. “Now we are going to Phoenix where we’ve won three times (2009, 2012 and 2014, and was runner-up in 2011) and we’ll just try to hit it hard and get a fourth.”

Next up on the NHRA 24-race national event circuit is the second race of the season, this weekend’s NHRA Arizona Nationals at Wild Horse Pass Motorsports Park in suburban Phoenix (Chandler, Arizona).

Brown has definite plans to make it four wins in Phoenix. And if he does that Sunday, he’ll set a significant career milestone: it would be his 50th career win driving a Top Fueler and the 66th win overall (he won 16 races in Pro Stock Motorcycle before shifting from two to four wheels).

In so doing, Brown would become only the fourth Top Fuel driver in NHRA history to hit the 50-win mark. The others are Tony Schumacher (83), Larry Dixon (62) and Joe Amato (52).

This will be the second time Brown has been racing in Phoenix this month. He was part of the preseason test there for Top Fuel, Funny Car and Pro Stock cars a week before the season began.

“Testing went really well there,” said Brown, leaving him optimistic that he can reach victory circle once again. “I love going back to Phoenix.”

Brown has been the most dominant driver in NHRA Top Fuel competition since 2012, winning more than twice the number of races (34) than the next most successful Top Fuel driver (16 by Schumacher) in that time period.

He also has a 71 percent overall win percentage, which exceeds both eight-time Top Fuel champ Schumacher and 16-time Funny Car champ John Force.

“I’m just pumped up, feeling like we’ve got some unfinished business from last year,” Brown said. “We had a good outing but didn’t close the deal, so this year, we’re looking forward to getting back there and getting off to a great start.”

NOTES: Brown will serve as honorary pace car driver for the March 4th Pennzoil 400 NASCAR Cup race at Las Vegas. He’ll be joined by teammates Matt Hagan and Leah Pritchett in a weekend full of activities that they’ll all be involved in.

“I’m really excited,” Brown said. “It’s going to be my first experience as a pace car driver, and I’m just super stoked to go out there and drive the Camry pace car for Pennzoil and start those NASCAR boys off the right way. Throttle down, pedal to the metal. I just want them to get off to a great start.”

Brown has won four times at The Strip, the drag strip adjacent to Las Vegas Motor Speedway.

“I couldn’t be more excited to have the opportunity,” he said. “It’s an honor to be out there with such talented drivers, and I know I’m going to really enjoy watching our NASCAR counterparts.”

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