Backseat Blonde - Obscurity Looms for Many Teams

July 26, 2004

Obscurity Looms for Many Teams
By Allison Wagda

’Tis the season of change. So far this year, most of the
controversy and hoopla in NASCAR has been the result
of last season’s ban on racing back to the yellow flag.

But that, too, is about to change. The new Chase for the
Championship is only seven races away, and the fans
are beginning to voice divided opinions.

Regardless of how we feel about the Chase, it will undoubtedly shift everything from
team strategy to driver emotions on the track. Perhaps most obvious change will be
the television and media coverage.

Specifically, how drivers are covered.

The attention a driver receives from TV crews can make or break a career. Yes,
winners and contenders get the much of the spotlight. Deservedly so. But often there
are other interesting stories to be told. And on any given day, if the stars align just
right, just about anyone can win.

With the new Chase, race commentators will have more material than ever to
discuss. Unlike last season, when Matt Kenseth quietly ran away with the title leaving
little for the media to cover, the Chase will offer reporters endless stories about the
ten or so drivers in the hunt. But what of the other 32 or 33?

It’s no secret that commercial sponsorship is the lifeblood of racing. Logos are
strategically plastered on every part of a car from the hood and side panels to
dashboards to give sponsors the maximum visibility for TV cameras. In interviews,
drivers carefully (and sometimes creatively) include mention of key sponsors. This is
what companies pay for: exposure.

If most drivers on the track are reduced to bit players, what will be the backlash from
sponsors? It’s already difficult for some drivers to keep their rides. Some veterans
have strong sponsorships because they know fans pay attention. When the fans are
interested, usually the commentators are too. After all, NBC is in this for ratings. But
with the Chase, even drivers like Dale Jarrett could easily get lost in the mix. This
could prove fatal for the sport over the long haul. Will sponsorship deals of the future
be limited to the “regular” season with teams having to go home if they don’t make
the Chase?

Commentators also often pass judgment about drivers and on-track incidents. Let’s
face it, race competitors are driven to win. If a non-Chase driver takes the checkers
during a key race, what will be the reception? This isn’t just a possibility…it’s likely.
There are plenty of drivers currently outside the cutoff mark in a position to win. Will
the enthusiasm still exist, or will people be disappointed?

Or what if a non-Chase car gives Jimmie Johnson the ol’ bump and run to take a
victory? Will commentators (and fans) pass a harsher judgment than normal and
vilify the driver? Or what if the situation is reversed…if Rusty Wallace is blocking
Jimmie and Jimmie spins him out, will that be seen as justified since he’s racing for
the title? Will non-chase drivers be forced to tip-toe around those racing for the
championship?

Over the next few months, we’re going to hear a great deal about the ten drivers in
the Chase. Let’s not forget everyone else who makes this sport exciting week in and
week out all season long, lest they end up disappearing altogether.

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