Is NASCAR Ready for a New Face?
Is the Sport of Stock Car Racing Serious About Attracting African Americans?
NEW YORK, March 17 -- In the 55-year history of stock car racing, it's impossible to come across a single year when the sport actually embraced African Americans. So why has diversity become a priority to Brian France, chairman and CEO of the National Association for Stock Car Auto Racing (NASCAR)? In the May BLACK ENTERPRISE cover story "The New Face of NASCAR," Lifestyle Editor Sonia Alleyne and writer T.R. Witcher go inside the last major American professional sport where blacks have struggled to gain a presence. There are no African American drivers who compete in NASCAR's two top levels, the Nextel Cup and Busch Series. Bill Lester, 43, is the only driver competing in the third tier, the Craftsman Truck Series. Ownership has also been a challenge. Currently, there is only one African American team owner, 65-year-old Sam Belnavis, who has a minority stake in Rousch racing.
NASCAR began its inroads into the minority market by opening tracks in urban centers such as Dallas, Los Angeles, and Chicago and by establishing a diversity council in 2000. The goal of the council-headed by France, the organization's new CEO and grandson of NASCAR founder Bill France Sr.-is to address professional development as well as build a minority fan base. The organization is looking to build upon its growing African American fan base by showcasing black drivers and owners. George Pyne, NASCAR's chief operating officer, hopes the organization finds its Tiger Woods or Williams sisters to generate excitement and take the sport to the next level, but some remain critical of its diversity efforts.
"If the goal of NASCAR is to find a minority driver to energize the sport, the problem is with the approach the association is taking. The organization is looking for the Tiger Woods of NASCAR instead of dedicating the financial resources to develop him from within," reports Alleyne. "If NASCAR wants the 'Williams-Woods Effect,' it has to look for, and train, young people. This currently is not the case." Unlike other professional sports, getting started is significantly more expensive than buying a basketball and going to a local court or having the support of high schools and colleges. Fielding a team at the Nextel Cup costs about $15 million a year; talented drivers can't simply be drafted into the series.
"NASCAR needs to increase its efforts to develop a solid strategy for diversity," concludes Alleyne. "However, if the bottom line is the true indictor of whether the organization moves to embrace minorities, than change although slow, will be inevitable. Having an African American with high marquee value will mean more money, and lots of it, as well as more sponsors contributing to the sport."
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