It wasn’t long ago that critics were playing the death knell for NASCAR. Jimmie Johnson’s string of titles took away the competitive edge for the title, too many rules, too much TV, no diversity in drivers…same old same old every week. Well along came 2011, a little uptick in the recession, a more comprehensive and aggressive social media and casual fan outreach than recently, and suddenly NASCAR is looking brighter again.
A big part of that uptick toward the end should go to Stewart-Haas Racing, and team co-owners Tony Stewart and Gene Haas. Not only did Stewart unseat Johnson and take the Sprint Cup title back, he did it with a new leadership team, along with the highly marketable Ryan Newman and created added buzz and anticipation by bringing in marketing machine Danica Patrick for 2012. Stewart’s post championship media run served as a great reminder to the value of NASCAR’s driver/team/sponsor relationship. Every interview, every quote, every photo, worked in those who helped bring Stewart to the top in 2011, with the added nuances worked into the conversation about team ownership and leadership that he must provide. Rare is it that ownership and athlete go hand in hand in any sport, and Stewart’s balance of driver and owner shone clearly through. His talk was all about giving added value through a three driver team in 2012, the partnerships and promotions that can be created with Patrick on board, and the new eyes that she will bring to the sport from the casual fan. His thoughts were reflective and forward-thinking, and went in seconds from talking about what goes on on the track to what decisions have to be made in the boardroom. It was a rare look into the mindset of a champion who understands winning on the track and what it takes to be a winner in the front office. now most team sports never afford the athlete the chance to balance both, and most individual sport athletes in the limelight do not balance their business side with their performance side. Stewart seems to have achieved great success on both front in 2011. It is a competitive balance which can probably help fuel a big NASCAR year when Daytona dawns again.
Stewart’s success was reflective of a year and regrowth for NASCAR. Loyal fans seem to have a little more disposable income, social media has opened doors to casual fans who cannot make the track, Patrick’s arrival brings its own new spin and fresh start, and a well balanced field of competitive drivers who are also telegenic, approachable and marketable gives all involved hope for the future. Yes there remain issues with ticket sales, sponsor renewals and TV numbers in a very crowded environment. But Tony Stewart’s finish, and his business success, seem to strike the right balance at the right time. Win on the track, win on the business side, and when the time is right, strike and expand smartly to sell the story (as they did with Patrick).
NASCAR has never been a sport to rest on its laurels. However heading into the offseason should give most involved a second to reflect, look back on success, kick the tires and hope to continue riding that resurgence into the new year.
