NHRA king John Force charging as hard in boardroom for new sponsors as on the dragstrip

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Wanted: Good home for easily excitable, uber-friendly, record-setting 16-time NHRA champion. Comes with massive fan base and plenty of references. Media darling. Will talk your ear off.”

We all know how difficult it has been over the last six or seven years for teams in all forms of motorsports to obtain sponsorship. While it’s difficult for small teams, it even impacts the biggest of the big, too.

NHRA Funny Car legend John Force is in such a predicament. After nearly 30 years with Castrol Oil and more than 15 years with Ford, drag racing’s biggest star ever will be losing both high-profile and high-dollar associations at the end of this season.

NASCAR’s Jeb Burton lost his trucks ride because his sponsor pulled its money just six weeks before the current season began. But Force was lucky because he was given a year’s notice by both Castrol and Ford that they were heading in a different direction with their marketing and sponsorship strategies.

“Last year was a wakeup call because I’ve always had a ride,” Force said recently. “I’ve been with Castrol 28, 29 years, Ford 16 years. All of a sudden, Robert’s (teammate, son-in-law and president of John Force Racing, Robert Height) got a ride, Courtney’s (daughter Courtney Force) got a ride with Traxxas, and John Force at the end of the year won’t.

“Sometimes you take it for granted and then you forget about the money that you even take for granted. That’s Corporate America. (Wife Laurie) said to me when all of this went down in August, ‘The first time in all these years, John Force over 25 years is going to be on the market.’ ”

And while sponsorship dollars have gotten a bit better to come by in NASCAR, Force is still beating the bricks, pitching his NHRA multi-million dollar, multi-championship and multi-team empire to some of the biggest corporate names in the business world.

“I run continually chasing money and trying to keep the rest of the ship on track,” Force said.

Force has reason for optimism, relating what an executive at his marketing agency, Just Marketing Inc., told him, “You’ll (normally) make a hundred calls and you’ll be lucky to get 10 or 15 returns. … With John Force, his name, (potential sponsors) are calling back.’ He’s excited about it. We’re all looking at the economy, what it’s done to us, okay.”

Force isn’t just trying to save his empire, he’s also trying to single-handedly resurrect the NHRA, which has slumped in attendance and TV ratings in recent years due to the downturn in the economy.

He recently spent five hours at his Yorba Linda, Calif., compound meeting with NHRA president Tom Compton and other NHRA officials to talk strategy, review demographics and data and try to package everything that’s positive about NHRA to use in meeting with potential sponsors not only for Force, but also for the sanctioning body and other teams looking for sponsors, as well.

“I’m getting hammered with questions about the state of NHRA drag racing, the state of our TV package,” Force said of questions Corporate America is peppering him with. “We’re not in bad shape. We’ve got to make changes. We’ve got to put people in the stands. … We have our problems. Tom Compton admits (it).

“… I want data, and I want to know the facts and where are we going in the future? What are we doing to protect this sport? How are we helping the kids? Get the younger generation in there. It’s all being addressed.”

In the season-opening Winternationals, he set a new elapsed time record in Funny Car. It’s clear he’s lost nothing in terms of reaction time and ability in his 40-plus years of racing.

Force turns 65 in less than two months. At a time when many of his peers have slowed down and retired, he remains in perpetual motion, both on and off the track.

“It isn’t just winning on that day that you’re going to get your mind right and go to the starting line,” Force said. “It starts with working with your team. And if anything I’m guilty of, I got so big, six corporations, could be seven now, the Eric Medlen Project, and building chassis, TV shows, a lot of stuff that I’ve done. Sometimes you get so overloaded in the office, that’s why I split and gave Robert Hight where he takes over the day-to-day stuff he runs.”

Coming off his record 16th Funny Car championship, Force isn’t entertaining retirement any time soon. As he likes to say, he’s too busy to retire. He also has dozens of employees relying upon him for their livelihoods.

He’s selling himself today much like he did when he first started racing more than 40 years ago, a simple truck driver from Bell Gardens, Calif.,  looking for sponsors who believed in a guy who had a dream to become the biggest and best drag racer ever.

“I can’t go back,” Force said. “I have to go back to work, do more shows, more appearances. Because to change these programs that we have created, hell, the crew chiefs that run them, if they went back wouldn’t know how to run them the other way.”

So Force is back to knocking on doors, shaking more hands than a politician and extolling the virtues of a company that is arguably one of the biggest pieces of the NHRA foundation. Without Force, who knows where professional drag racing would be today – or where it will be in the future if he goes away.

Even at his age, Force is even considering an unprecedented move – if he has to: switching from Funny Cars to the sport’s biggest and baddest beasts, Top Fuel dragsters.

It’s not like Funny Car is a dying class, but Top Fuel would present a new challenge and new attraction for fans to see how he matches up against veterans like multi-champion Tony Schumacher, Antron Brown and more.

It wouldn’t be the first time a Funny Car driver moved to Top Fuel. Kenny Bernstein did so in the 1990s, becoming the first driver to win championships in both of NHRA’s premier classes. So did Don “The Snake” Prudhomme and others.

“It’s called reinventing yourself,” Force said. “I didn’t create the concept. Somebody else did. But I lived by it for years, and that’s what I’m doing. I’m reinventing myself, my race teams, and we’ve got the (2013) championship that was critical, hoping to have sponsorships locked up before the next championship.

“But I ain’t taking no chances, I’m going after it. Me and Robert, my son-in-law, is president of my company. I made it clear to him, I’m racing. You’ve got a job, and you need to win for (primary sponsor) Auto Club, but I need a job, so don’t get in my way. Don’t anybody get in my way, because if I fail, I’m out of business and I can’t. So I’m going to find them (new sponsors to carry on the Force legacy).”

Follow me @JerryBonkowski

Comedian Adam Carolla makes pro racing debut in Trans Am

Adam Carolla pilots the No. 33 GoShare Corvette at Willow Springs International Raceway. Photo: Burtin Racing
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As the host of such shows as CarCast, Ace on the House, and Adam Carolla and Friends Build Stuff Live, and with a massive classic car collection to boot, funnyman Adam Carolla is an unapologetic gearhead who is well-versed in the car industry. He even made a documentary honoring Paul Newman in recent years. However, he recently took his love of all things automotive one step further: he contested his first professional car race.

He joined the Burtin Racing team, which fields Corvette C7.Rs in the Trans Am presented by Pirelli West Coast Championship, at California’s Willow Springs International Raceway for the High Desert Challenge, the season opener for Trans Am’s 2017 season. He piloted their No. 33 GoShare entry as a teammate to Richard Wall, who signed as a last-minute entrant for team’s the No. 7 machine.

Carolla was not daunted by the challenge. He quickly came to grips with the 850-horsepower beast and qualified a solid fifth for the 100-mile feature. In the race itself, he worked his way up to third before facing a tough challenge from Trans Am veteran and former champion Greg Pickett, who previously ran the Muscle Milk Pickett Racing effort in the American Le Mans Series and IMSA WeatherTech SportsCar Championship.

Photo: Burtin Racing

However, Carolla was unfazed by Pickett’s advance and he held off the former champion to claim third, not far behind teammate Wall, who crossed the line in second. Tomy Drissi won the event in the No. 8 Ghost in The Shell Chevrolet Corvette.

For Carolla, simply contesting the Trans Am event was an honor. “For me, Trans Am has always been huge,” said Carolla, who earned the COOLSHIRT Systems “Cool Move of the Race” award for his performance.

“I have old Trans Am cars from the 70’s and 80’s. I have some 2.5 (liter) Trans Am cars from the 70’s and I have Paul Newman cars that were raced in Trans Am. So just the idea of being asked to race in the modern Trans Am was a huge honor. Just being able to hold my own in modern Trans Am was exciting to me.”

Team owner Claudio Burtin was ecstatic with Carolla’s performance. “I think we all have to take our hat off to Adam Carolla on his debut in Trans Am,” he said of Carolla. “This is a fast and difficult track at Willow Springs, and the team is ecstatic with Adam’s podium finish. GoShare is thrilled with the results and we will work to improve one step higher on the podium next time.”

The Trans Am presented by Pirelli West Championships resume action on April 29-30 at Auto Club Speedway.

Preferred Freezer Services expands partnership with Hildebrand, Ed Carpenter Racing

Mike Finnegan/Ed Carpenter Racing
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Preferred Freezer Services, which has been a sponsor of Ed Carpenter Racing and driver J.R. Hildebrand since 2014, is set to expand its partnership with both driver and team. Hildebrand’s No. 21 Chevrolet with sport the white and blue Preferred Freezer Services livery at four races during the 2017 Verizon IndyCar Series season, the first being at the Toyota Grand Prix of Long Beach on April 7-9. The expansion also includes the entire month of May, which will see the brand on the No. 21 for the INDYCAR Grand Prix and the 101st running of the Indianapolis 500. They will return as a primary sponsor for the Honda Indy Toronto in July and will be an associate sponsor throughout the season.

“Preferred Freezer Services was a big part of helping me get to running just the Indy 500 with ECR the first year in 2014. We’ve been fortunate to see the program grow and help it expand over the last few years,” Hildebrand said of the relationship. “I’m really excited to be able to continue that partnership and have them on board for a few more races this year! It is great to work with these guys again and I can’t wait to kick it off at such an awesome event as Long Beach.”

As Hildebrand explained, the partnership between sponsor, driver and team dates back to 2014, when Preferred Freezer Services adorned a then one-off No. 21 entry for Hildebrand, incidentally his first start for Ed Carpenter Racing. They expanded their partnership in 2015, adorning Hildebrand’s entry at that year’s Grand Prix of Indianapolis and Indy 500. Their presence grew even more last year, when they appeared on the cars of Hildebrand and Josef Newgarden at both races at the Indianapolis Motor Speedway.

Hildebrand has finished in top ten in the last three Indianapolis 500 mile races. However, his best finish remains his infamous second place at the 2011 race, in which he crashed in the final corner while leading, which yielded victory to Dan Wheldon.

Pippa Mann returns to Dale Coyne Racing for fifth straight Indy 500

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Dale Coyne Racing has confirmed Pippa Mann will be back in the team’s third car for the 2017 Indianapolis 500, which will mark her fifth consecutive year with the team and sixth start in the race overall.

She joins Sebastien Bourdais and rookie Ed Jones as Coyne’s three drivers in for the race, as the Coyne team is expected to focus just on these three after running four cars last year.

“I’m very happy to be rejoining Dale Coyne Racing for my fifth consecutive year with the team at the 101st Indy 500,” Mann said in a release.

“Dale has invested heavily in the team over the winter, and it’s an exciting time to be part of his organization. I’m looking forward to working with the same familiar faces from my 2016 campaign, like my race engineer Rob Ridgely, as well as working with the new members of the team, including my new teammates Sebastien (Bourdais) and Ed (Jones). I’m thrilled to be getting back on the race track this May for my sixth Greatest Spectacle in Racing.”

Mann continues her relationship with Susan G. Komen, the supporters of the pink No. 63 Honda for the last three years in an effort which first began in 2014.

As she’s done for the past four consecutive years, Mann will continue to raise awareness for the Get Involved Campaign alongside her racing program. This year, the campaign that raises money for Susan G. Komen® is partnering with Auction Cause, a premier cause marketing agency, that will run the auction on eBay for Charity. The campaign will launch May 1 and close the week following the Indy 500. The funds raised will be used to support Komen’s global breast cancer research, and community based programs throughout the U.S.

Komen continues as a key partner and Mann has announced another partnership with OrthoIndy, with further partnerships to be released soon.

“I’m also excited about the link up with Auction Cause and eBay for Charity this May,” she added. “They have so much experience running online campaigns, I feel like it’s a huge step for me, and for the Get Involved Campaign to partner with them. This new format has allowed me to reach out to more drivers, get them involved with more signed items, and I’m hoping we’re able to reach more race fans, and raise even more money for Susan G. Komen than we have ever done before.”

“It’s always a pleasure to have Pippa on board for the Indy 500 and to help promote the Get Involved Campaign, raising funds for Susan G. Komen,” Coyne said. “Pippa works hard every year to put together this program and to race in the Indy 500. With her perseverance and enthusiasm for our sport, it’s only fitting that we continue this relationship that started five years ago.”

Newgarden hails ‘spectacular’ Montoya after JPM’s first 2017 test

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At 26 years old, Josef Newgarden was watching Juan Pablo Montoya win races in CART, then Formula 1, then NASCAR as his own career was starting out.

When Montoya returned to IndyCar in 2014 at age 38, Newgarden was just 23, and the two had the chance to share a race track together for the first time.

After Newgarden’s subsequent rise over the years, he was scouted by Team Penske, and eventually signed to replace Montoya in the team’s No. 2 Verizon Chevrolet for the 2017 Verizon IndyCar Series season.

But Montoya remains part of the Team Penske landscape in 2017, driving the team’s fifth car during the month of May at both the IndyCar Grand Prix in Indianapolis and the 101st Indianapolis 500 presented by PennGrade Motor Oil at the Indianapolis Motor Speedway.

He’s also been mentioned as the leading candidate to drive with Penske’s highly likely but not officially confirmed future sports car program, which Penske discussed openly during a media roundtable at the Firestone Grand Prix of St. Petersburg season opener.

At last week’s test at Barber Motorsports Park, Newgarden and Montoya had the chance to work together as teammates and as Newgarden explained, having the chance to study his predecessor’s data was something he relished.

“Juan’s fun to be around. He’s an interesting guy,” Newgarden told NBC Sports. “He’s so competitive… and you can tell how competitive he is interacting with him. But it’s fun to look at his data, and have the privilege to look at that.

“I’m excited to see that at Indianapolis, because that’s the big race for all of us together at Team Penske.”

Montoya has mentioned his appreciation for Newgarden in the past, particularly after the two raced so closely for position at the KOHLER Grand Prix at Road America last season.

Newgarden said he’s looked up to Montoya for years and seeing him in this element provided such a rare glimpse into his world.

“The level of respect I have for Juan is tremendous,” he said. “He’s been so spectacular, and is even more so on ovals. I’ll be so thankful to get the chance to look at his data.”

It’s been a busy couple of weeks for Newgarden, who today is promoting the Toyota Grand Prix of Long Beach (April 9, 4 p.m. ET, NBCSN) and has that sandwiched in-between two tests at the Indianapolis oval. Team Penske used a team test last Friday and will be back in action as part of a Chevrolet manufacturer test on Saturday.

“It’s a great couple days to get my feet wet,” he said. “I hadn’t been around there with Team Penske yet. It’s good to get that type of knowledge early on.”