Those of us who remember the early James Hinchcliffe videos circa 2006 to 2008 – the brat video at Road America, the novelty size check, the spot-on Kimi Raikkonen imitation among others – knew then that the Canadian was never shy of being goofy to help promote not only himself, but his racing series that he competed in at the time. At that point, it was the Champ Car Atlantic series, where he spent three years before moving into Indy Lights for two years in 2009. These were the early days for the “Mayor of Hinchtown,” the head of his own fictional city.
Now though, into his sixth season in the Verizon IndyCar Series, the driver of the No. 5 Arrow Schmidt Peterson Motorsports Honda is busier than ever with other external commitments, but he’s never stopped being an ambassador for the sport.
If anything, he’s continued to grow in that department.
This year alone has been no exception. Hinchcliffe won the pole for the 100th Indianapolis 500 presented by PennGrade Motor Oil, which made for a remarkable story in its own right, and also meant he’d be going through the ringer of the in-between week media tour to help promote the race.
Then there was Hinchcliffe’s role as one of five IndyCar drivers on an appearance of Celebrity Family Feud, along with Helio Castroneves, Tony Kanaan, the surprisingly funny Will Power (those of us in the paddock know his humor, but probably not the national audience at large) and Hinchcliffe’s roommate and good friend Conor Daly.
Today, of course, Hinchcliffe has been named to the cast of the new season of “Dancing with the Stars.” It’s a move that sure, can grow his profile, but by default is also tasked with growing IndyCar’s, knowing how dedicated its smallish but hardcore group of fans are.
“For me personally, it’s a great opportunity to get outside my comfort zone and do something you probably don’t have the opportunity to do again,” he said during a conference call today. “After everything last year, it’s definitely given me a different approach to life and maybe given me a little bit more confidence to try things like this.
“But certainly getting one of our drivers out into some primetime, mainstream media and especially during the off-season, kind of keep IndyCar’s name out there a little bit. Again, we’re all assuming this is me making it past week one, so it’s already a bit of a bold statement. But for sure, it’s definitely got two sides to it.”
Couple all this with his outside business commitments – Hinchcliffe has been a race analyst for Champ Car races in the past, now hosts his own “Mayor on Air” podcast, has his own beer brewed by Flat 12 Bierworks (Hinchtown Hammerdown) is a co-founder of Speed Group, a driver development, management and social media/PR company and he’s a spokesperson for Honda Canada via a personal deal – and sometimes you wonder how the 29-year-old Canadian does it all.
One, he has a good group of people around him.
And two, he takes it seriously in terms of knowing what he needs to do to help promote the sport he’s been so blessed and fortunate to be a part of.
“It’s a combination of things,” he said. “From a young age, I was counseled that this is the world, this is the motorsports world that we live in, and I’ve always just prepared myself for that, and so I’ve not shied away from extra commitments.
“I’m a very driven person on track and off, whether it’s my racing or promoting the sport or outside business ventures I’m involved in. I like staying busy. I like staying active in that sense. This is a big part of our sport and is a huge help.
“This kind of thing, sure, it benefits me personally but it also benefits the sport, and I’ve always said from day one that anything that I can do outside of a race car to help grow the sport of IndyCar racing is something you can sign me up for because I’ve got such a passion for this sport.”
Hinchcliffe is in his sixth IndyCar season, but only fifth full-time after his injuries sustained last May at Indianapolis sidelined him for the rest of the year.
But like Castroneves – Hinchcliffe’s now “DWTS” compatriot and predecessor – his goal is to keep driving first and then tackle the rest of the to-do items later.
And looking at Castroneves provides him a window to do just that. The Brazilian is 41, but is in his 17th straight season with Team Penske, 19th overall since debuting as a rookie in CART driving for Tony Bettenhausen in 1998. Yet he’s still at the top of his game and in the top-five in points; Hinchcliffe is not too far behind him in eighth.
“I plan on being around it for a long time as a driver, for a long time after that, as well, and I just love the fact that we’ve got the opportunity to do this kind of stuff,” Hinchcliffe said.
“You just try and help spread the word and show people that IndyCar racing is an incredible form of sport.”
On a lighter note, Hinchcliffe’s training and dancing schedule will mean that he’ll spend quite a bit of time away from his home in Indianapolis. Daly, his good friend, is also his roommate.
Hinchcliffe joked that that part of the preparation is underway.
“I have a tremendous concern. I’ve already set up a network of people that will be coming to check on him and the house in my absence,” he deadpanned, in classic “Hinch” form.