The Absurdity Continues
In a previous commentary I outlined NASCAR’s current dilema over the sponsorship of Jeff Burton’s #99 ride. In keeping with NASCAR’s complete lack of common sense they have denied access to the multi-million dollar “hard liquor” sponsorship. You would think in a multi-billion dollar industry they could come up with a more plausable reason other than “history.”
“Although we understand the sponsorship situation with the No. 99 entry, it is very unlikely at this time that we would change such a long-standing policy for this instance,” NASCAR president Mike Helton told The Associated Press on Friday.However, he said the sanctioning organization will continue internal discussions about the hard liquor ban.
Geoff Smith, president of Roush Racing, said he was disappointed but not surprised by the decision.
“We’ve been working together with them to assess all the historical and current reasons why that policy exists and see if there were any reasons why it should be revised,” Smith said. “My personal opinion is that 95 percent of their objection was just that — history.”
What a sad joke. Progress marches on, and with it production of more history, but in NASCAR history is only observed when politically correct.
Some historical perspective:
- “Darlington Stripe”
- Winston Cup (now NEXTEL)
- “Grand National” (relegated to the second tier of NASCAR)
- Various “yellow flag” rules
- Various race venues (too numerious to list)
- ESPN race coverage (we miss you Benny)
All the above have been sent to the historial dust bin by NASCAR, mostly for monetary reasons, yet they use “history” as an excuse to keep out British liquor giant Diageo.
NASCAR needs a few less “suits” running the show.
UPDATE: This may be part of the problem: “In Nextel series, $1 million buys helmet decals.”
One Bay Area company is betting that Jimmie Johnson can sell jeans as well as he wins NASCAR car races. When Levi Strauss of San Francisco came out with its latest line of jeans — Levi Strauss Signature brand — it decided to hook up with NASCAR as a major part of the marketing program.
“Jimmie Johnson is one of the younger drivers, he’s from California, he’s got a lot of style and he’s great looking. We feel he fit our brand,” said Levi’s director of presence marketing, Aaron Carpenter.
As the quoted headline notes Levi gets a logo on Johnson’s racing belt and two decals on his helmet, nothing more accept public appearances by Johnson and company presence at the races. Now translate that into a full sponsorship for the #99 car and it gives a vivid picture what teams are going thru.
