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December 02, 2006
Europe, China on NASCAR radar
By DAVID GREEN
Did I miss it, or did nobody in the U.S. take note when Brian France was quoted in Financial Times magazine last month as stating that NASCAR has global intentions? MSNBC picked up the story, under Bernard Simon's byline, from FT, but otherwise, I haven't seen any mention of this. Maybe I haven't been paying close enough attention.
Anyway, in case you missed it, "It's terribly important for us to keep expanding the audience," the London-based publication quoted the third-generation NASCAR prez as saying. "For our television partners, the bigger, the better."
Taking NASCAR to Europe and China was the fifth of five points Simon's story listed as priorities for America's most successful auto racing organization. Just what "taking NASCAR" to those destinations means, the story did not clarify.
The other four strategic points were to:
(1) Continue to exploit connections with Hollywood. Presumably, that means more than merely a sequel to "Talladega Nights."
(2) Broaden media coverage. "This is a terribly undercovered sport right now," France said, according to Simon.
(3) Expand the range of NASCAR teams. This item cited the addition of Toyota to the manufacturer ranks next season.
(4) Expand nationally. The Pacific Northwest and New York metropolitan area were cited as targets.
Not much of this is such groundbreaking news, I suppose -- not even the "taking NASCAR to Europe and China," when you consider that there have already been NASCAR exhibitions in Japan, non-sanctioned NASCAR-type events in Australia, and more than a few racing series for NASCAR-style racing vehicles in England and on the European continent.
But you would have thought some of those who contribute to that woefully inadequate media coverage would have picked up on this, if for no other reason to use it as an excuse to lambast France, who is surely the Rodney Dangerfield of American sports chief executives.
Maybe long-time traditional fans are so tired of the latest "new frontier" for stock car racing, they just don't care. Maybe, as far as the Pacific Northwest and New York -- and Europe and China for that matter -- are concerned, their attitude is, "Take NASCAR -- please."
Those fans, and many in the professional media and in the blogging world, would accuse NASCAR in general and Brian France in particular of forgetting the advice made famous decades ago by University of Texas football coach Darrell Royal, who said, approximately, "you've got to dance with the one that brung you."
That, of course, depends on your objective. If a gal leaves the dance hall with some cowboy other than the one who "brung" her, she may have betrayed her original date, but if the new guy was her goal all along, she has accomplished her mission.
According to Financial Times, France promised "we're always going to have the key ingredients that our core fan loves. We're going to have historically big events in the south."
Who knows? NASCAR may go on to knock Formula One off its top-of-the-racing-world pedestal someday. That would make all the business-driven decisions of recent years look good -- to everybody, that is, but the jilted "cowboys" who brung NASCAR to the dance.
December 2, 2006 | Permalink
Comments
"According to Financial Times, France promised "we're always going to have the key ingredients that our core fan loves. We're going to have historically big events in the south."
Oh, kinda like the Southern 500, huh?
Posted by: Doug | Dec 3, 2006 1:23:16 AM
Good topic,David, one thats sure to bring some interesting comments.
I can not wait for Jaguar's return to Nascar and eventually some auto's from China.
And the renaming of The Daytona 500 to the
Wang Chang Peking Duck 500.
We will all enjoy a whole new list of drivers from around the globe.
The changing of our Sunday pastime of beer brats will be chinese noodles from a bowl with chopsticks extra.
But I know I won't be alone , drawing the line at Martinsville's red hot dogs being
served Szechhuan style
Posted by: trucker | Dec 3, 2006 2:36:07 AM
David you turely didn't expect the MSM to pick up this story at Thanksgiving time did you? They were too busy interviewing the lady from Butterball to publish anything of significence.
As for others missing it, you haven't looked in the correct places. (http://tinyurl.com/y35n9f)
In the end this story means very little for the US side of the sport. Any expansion into China or Europe would be centered on local drivers.
Posted by: marc | Dec 3, 2006 2:49:45 AM
Doug, my thoughts exactly.
Trucker, I'm with you on the Martinsville hot dogs.
Marc, I figure the hope might be that this turn into something like the NFL Europe -- a separate series, but with rights owned by (and revenues going to) the NASCAR folks. Oh, by the way, the "tiny URL" link did not work.
Posted by: David Green | Dec 3, 2006 9:19:51 AM
I assume the team owners will have to invest in large 747 type cargo jets to move their teams and COT's around the globe for all these new racing venues. LOL
Classic case of trying to grow too fast, and get the operation too far-flung. NASCAR will be destroyed by it's own success if they keep on this path.
Posted by: FedEx Guy | Dec 3, 2006 2:43:18 PM
Dave the link is working, you may have hit it when my server was having "issues" almost beyond my control.
FedEx Guy, you're reading too much into this story.
There is no intention to move anything across the Pacific or Atlantic except the business model and stock car form of racing.
My guess Britain would be the EU location of choice. As Dave coirrectly pointed out they already run an oval series at Rockingham and use cars that resemble and sound just like A Busch or Cup car.
Posted by: marc | Dec 3, 2006 4:39:16 PM
Marc, there's also some NASCAR-style racing on the Continent, I hear. Those big ol' V8 sedans can put on quite a show, the Europeans are learning.
But I think you're absolutely right. We are many, many years away from NASCAR becoming a global touring series, if in fact that ever happens.
Posted by: David Green | Dec 3, 2006 8:04:39 PM
They can take to Mars at this point for all I care. After 27 years, I've quit watching, and just keep up with the results and standings on-line. None of the recent individual changes have destroyed the sport. But the sum of the parts--all of the changes put together--have simply removed all the fun.
As evidenced from the decline of TV viewers in the US, and the empty seats at the once sold out races, maybe NASCAR should fix what is wrong on this side of the pond first. Why would European and Chinese fans accept an American sport that Americans themselves are starting to reject?
Posted by: David | Dec 4, 2006 1:29:36 PM
I read a couple of article's on this last week and I think Brian's wanting to go to China,is like Bruton Smith wanting to put a dome on Bristol.LOL
Then,again with Brian,you never know.
Posted by: Short Lady | Dec 4, 2006 3:08:27 PM
It could end up down the road as the France travelling road show, six owners with 4 cars each and a guard rail around the car so it won't get damaged. lol
Posted by: 328 | Dec 4, 2006 4:21:41 PM
Just wondering - did Brian give this interview to the F-Times just after he got home from hitting the tree?
Posted by: MikeHarper | Dec 4, 2006 4:54:09 PM
Clearly Brian France knows nothing about racing - not that we didn't know that already, but whenever he opens his mouth he proves it over again.
1 - NASCAR and the NFL are grossly overestimating the effectiveness of international marketing. When the Yankees signed Hideki Matsui it led to increased sponsorships for the team and Yankee Stadium from Japanese companies - to the tune of a paltry $5 million per year. The NFL wants to stage regular season games overseas and NASCAR wants to race overseas. Why? The international markets are not that good, guys.
2 - Just why does NASCAR need connections with Hollywood? There is NO evidence that this connection is bringing any new fans to the sport; Talladega Nights did less-than-inspiring box office and likely turned people off instead of broaden the sport's appeal. Of course we also have the uninspiring attendence at Fontana.
3 - Expand the range of NASCAR teams - this is obviously code for Toyota being let in. But when Toyota tries bankrupting the sport as it is doing in the Craftsman Trucks (though the series saw 14 different winners in 2006, there has been a net DECREASE in competitive teams with Toyota involvement than was the case before they got involved)
what is NASCAR going to do? Will they give other brands concessions on engine and aerodynamics?
One overlooked area - with the Goodyear tire strike, will NASCAR allow tire wars? Whenever it has, the range of teams has improved dramatically with increases in number of winners in both drivers and teams.
4 - Expand nationally. Chicago and LA are not working as racing markets - most of their audience consists of corporate bulk-purchases of tickets. It is the sport's rural tracks in traditional markets that continue to sell well without being in effect subsidized by corporate bulk-purchases. Then there is also the near-universal opposition to tracks in New York City and Kitsap, WA, opposition that is showing no sign of thinning out. NASCAR has never offered any credible reason why the sport has to go to these areas. They're not racing markets (NYC is among the most anti-racing markets in sports) and they don't offer anything that traditional markets can't provide.
5 - Broaden media coverage? This sport is the most OVER-covered there is; Brian France is totally blind to claim the sport is not covered enough. Where is extra coverage going to come from? Do we need to see yet more features on Jimmie Johnson or Dale Earnhardt Jr. or Jeff Gordon?
And what about dealing with the sport's Dead-Lane Era?
Brian France continues to prove he has no clue.
Posted by: Mike Daly | Dec 4, 2006 6:21:58 PM
Wow , actually I agree with Mike Daly for once .
Would have been nice to see Brian hit that tree at 60mph
Posted by: Eric | Dec 5, 2006 12:56:42 AM
Mike. The 'not that good' international market is perfectly capable of sustaining the near $1/2 billion budgets of F1 teams. That probably got Nascars attention.
And I dare say the Yankees came out alright on TV rights and mechandise sales in Japan.
Posted by: Rusty Spanner | Dec 5, 2006 8:45:55 AM
NASCAR is doing nothing that all other pro sports haven't done in the last 50 years: expansion, commercialization, big money, etc. And my absolute nemisis, the "game experience." That's the philosophy that "fans" don't go to an event to see something like a baseball game or an auto race; instead, the fans go to see singers, cheerleaders, hear music, listen to ads, be pelted with plugs ("Time for the yellow flag, brought to you by Ed's Pizza!") and, most offensive of all, to be yelled at by hysterical announcers. (perfect example - the PA announcer at any NBA game.)
My only solution is to keep the focus on the field. Watch the race, watch the game, and try to block out the rest the best you can. Once the green flag drops, NASCAR can still put on quite a show. The rest of it you should try to ignore. It's tough, but it's the way to go.
Posted by: Doug | Dec 5, 2006 12:31:55 PM
Spanner, I remember a recent radio interview by Michael Felger with a sports financial writer (I think it was Bill Simmons, but I'm not sure) who stated flatly that the Matsui deal for the Yankees did not benefit them in international marketing. As for F1 and its international status, that there is no influx of new talent or teams into F1 suggests that sustaining it is the most that's being done. The international market has not proven itself to be as hot as it's made out to be.
Doug, we know what NASCAR and other pro sports have done over the last 50 years; the problem is that NASCAR has infected and weakened the competitive product in its rush toward marketing etc. Letting Toyota into the Trucks was obviously marketing oriented, but the net result has been a WEAKENING of the competitive product in the Trucks. The Chase concept is marketing oriented, and it has weakened the competitive product. The Hollywood connection has not brought new fans to the sport, it's helped chase fans away from it.
NASCAR needs to focus on the competitive product and its overall depth; it has to put real thought into decisions and say NO to areas such as the COT, the Lucky Dog rule, etc. that do the sport no good. It has to reign in some of the marketing overkill and the international pipe dreams and instead spend that money on shoring up a competitive product that's gotten weaker.
Posted by: Mike Daly | Dec 5, 2006 3:10:36 PM
NAPCAR will never knock F1 off the pedastal. The Indy Car Series will come back, and remove the NASCAR series, and return open-wheel racing back to prominence
Posted by: OPEN-WHEEL FOREVER | Dec 5, 2006 6:20:35 PM
Hey David,
Thank you all for the entertainment. Much needed during this time without laps.
Certainly China will be glad to build some cars. They will only have to FedEX or UPS the decals. Lower budget teams will also send their drivers by the same. Pit crews will be in cargo holds of container ships. oh heck..
Brian hasn't conquered Cali or NY. Or the northwest.
How to make a billion bucks in racing, start with 2.
Thanks for the post David. Will try to do a little better next time.
Gotta get back on track
Posted by: Larry | Dec 5, 2006 8:49:24 PM
The FedEx Championship used to go to other countries. Real racing can easily do it. Open-wheel racing is the best in the world.
Posted by: OPEN-WHEEL NOW | Dec 6, 2006 3:55:01 PM
Hey, I am looking forward to the Great Wall of China 500! The Autobahn 300! and the Red Square 400!
Posted by: Eric | Dec 6, 2006 4:03:27 PM
Mike, thanks for your comments. I'm not sure how you come to the conclusion that Toyota has somehow weakened the truck series. As for the COT, one of the drivers once said something along the lines of "If you tell Ray Evernham and Robbie Loomis and Jack Roush that next year we'll be racing Gremlins, they'll produce racy cars!" (By the way, what wil we call the COT in three years? The Car of Yesterday?)
As for the chase, I have nothing good to say about it, so won't take issue with your comment. While I disagree, why should I defend the indefensible?
As much as I like safety, I think the single biggest incident that messed up competition was that fateful day when Dale Jarrett spun out and was sitting in turn 4 as the field came through. First came the immediate yellow and the flap about giving laps back; from there, inevitably, followed "freeze the field," the lucky dog, the closed pits, and the interminable yellows while NASCAR sorted out the running order. I'd throw in a nod to the pit road speed limit, but even I think that that's a reasonable rule.
Posted by: Doug | Dec 6, 2006 5:21:05 PM
Doug,
On Toyota - where are the competitive Chevy teams in the Trucks? Competitive Fords? Competitive Dodges? The only competitive members of those companies are their Truckwacker teams. They are not increasing their effort in the Trucks since Toyota came in, they've been cutting back. The claim was that Toyota's involvement would spur the other brands to increase their effort to stay competitive; the exact opposite is happening.
On the COT - the question is not whether teams will get them raceable as far as their own usage goes; the question is can the COT possibly be a good racecar in the big picture? Given the poor testing results and fundamental unsoundness of the design, there is no reason to think there will be good racing with this thing, and without good racing the sport will suffer more.
The pit speed limit is not a reasonable rule - it's a by-product of an even less reasonable rule, the rule closing pit road, a rule that dates to March 1989 following a pace-car deployment flap at Atlanta where Rusty Wallace was mistakenly picked up and thus put a lap on the field he hadn't earned. The pit closure rule led to the increase in pit crashing that has brought about the speed limit, and it ultimately hasn't worked. The rule that works is the old rule - pit road remains open, cars can dive in before or after taking the yellow; this saw far less pit crowding than is the norm now.
Posted by: Mike Daly | Dec 7, 2006 2:08:27 PM
Real racing should have control of world racing. NAPCAR is all about AMERICAN oval racing. I love all forms of racing, but I can not stand NASCAR.
Posted by: OPEN-WHEEL FOREVER | Dec 7, 2006 2:55:16 PM
MIKE DALY
YOU NEED TO TAKE A GOOD SHUTUP. I AM SICK OF YOUR KNOW IT ALL COMMENTS ALL THE TIME.
Posted by: MAGOO | Dec 7, 2006 9:53:52 PM
I thought (and may be totally wrong) that the pit speed limit was born in the aftermath of a pit road crash where a member of Bill Elliot's crew was killed, and I also think (again, maybe totally inaccurately) that it was about 1983. Perhaps David has the answer?
Posted by: Doug | Dec 8, 2006 1:05:27 AM
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