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NASCAR can't forget its veteran drivers
December 21, 2006
Lee Spencer
Remember Rockin' Rollen Stewart, the guy with the rainbow Afro wig who used to hold up the "John 3:16" sign at major sporting events? Imagine what he could have accomplished -- with just a little planning -- in today's electronic age. Of course, we'll never know because he's serving a life sentence after holding a motel housekeeper hostage.
But NASCAR fans are every bit as passionate, if not as radical, about their causes. Tops on their list is making sure their favorite drivers have rides. For Ward Burton fans, it took more than two years, a blizzard of e-mails and hundreds of "Where's Ward?" signs to deliver the message. But their diligence paid off. Burton signed a full-time Nextel Cup deal with Morgan-McClure Motorsports last week. He even hopes to run a limited Busch Series schedule in 2007.
The biggest complaint that crosses my computer screen is that NASCAR has forgotten its core fans. Here's how I read between the lines: NASCAR has forgotten its veteran drivers.
I don't believe that's entirely true, but NASCAR has focused on attracting different demographics and growing its the fan base by pushing the young guns. The funny thing is some of those guys aren't so young any more. Jeff Gordon turned 35 this year and completed his 14th year in Cup racing. Dale Earnhardt Jr. is 32. But certainly, these superstars received a lot more face time on TV than 20-plus-year veterans Sterling Marlin and Ken Schrader. Nonetheless, fans of either of those drivers didn't stop caring about their guy.
Although NASCAR can influence hiring decisions on drivers, the final verdict comes from team owners and sponsors. Don't think for a second that fans' voices and buying power don't count.
Take Ricky Rudd, for example. Rudd is articulate, and he is motivated behind the wheel. When he drove the Tide car, the laundry detergent became one of the most visible sponsors ever in NASCAR. Mars, Inc., whose M&M's brand is one of the most popular in NASCAR, certainly understands the value of such a driver. Mars could have opted -- and afforded -- one of the new breed of drivers -- perhaps Johnny Sauter, who does not hail from the South and is more than 20 years younger than Rudd. It's not by accident that Mars chose a more traditional -- and reliable -- route.
Bill Davis Racing didn't think twice about scooping up Jeremy Mayfield, who had a choice of rides after his situation soured at Evernham Motorsports. His fans were outraged that a two-time Chaser was left in the dust in 2006, and they showed their anger by lighting up online message boards. These fans didn't see much of Mayfield after the Brickyard, but you can bet he'll return to Daytona in February with a vengeance.
What was your answer when NASCAR ran its "How bad have you got it?" ad campaign? Would you take the time to express your dismay to NASCAR? To a sponsor? To an owner? That's what it takes to have an effect. Rainbow Man may have been wacky, but you can't say he didn't get noticed.
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It came from one of my regular reads, the Sporting News. 
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