Backseat Blonde - Roush Engineers Cup Coup

September 13, 2004

Roush Engineers Cup Coup
By Allison Wagda

He is unmistakable in his classic, trademark Panama–
style hat as he saunters casually around just about any
garage on the NASCAR Nextel Cup circuit.

Jack Roush, 62, has become something of a legend in
NASCAR – a self-made man who rose from the
engineering ranks of Detroit’s automotive industry to
build competitive teams in just about every possible domestic racing series.

He is one of those rare leaders who can legitimately claim the mantle of a true
visionary. These days, his astute nature is paying off in spades. His #17 team
featuring Matt Kenseth is the defending NASCAR premier series champion. And out
of five full-time Nextel Cup rides in the Roush Racing stable, a record three have
qualified for the inaugural NASCAR Chase for the Championship playoffs.

However, to fans perhaps his most endearing undertaking this season was his
staunch support of Jeff Burton. Last November, Burton’s #99 team lost its primary
sponsorship, Citgo. When no immediate sponsor replacement was evident, the
inevitable rumors began…Burton would soon be released.

The talk didn’t take into account Roush’s loyalty to Burton and his desire to see the
team reach its potential. As the 2004 season began, Burton remained in the bare
white #99. In an era of spiraling costs and increased competition, it is unheard of for
a team to run for any extended length of time without external financial support. Yet
Roush continued to fund the team privately while searching for a permanent
commercial partner.

Then, sometime around May/June, he found one. Diageo, makers of Crown Royal
and various other hard liquors, was set to back Burton in the #99 when NASCAR
intervened and nixed the deal, citing concerns about the message hard alcohol
advertising would send to fans.

Soon after, NASCAR’s sister company International Speedway Corporation
(NASDAQ: ISCA) signed its own sponsorship deal with Diageo for Daytona
International Speedway, and fans were outraged. But that was little comfort to Burton,
whose future as a NASCAR Cup driver remained in jeopardy. Roush’s generosity
had to have a limit. After all, NASCAR is a business, not philanthropy.

So in an era where youth trumps experience for established rides, Burton had little
choice when the opportunity arose to join Richard Childress Racing and the #30 AOL
car. He had to protect his future.

Roush could have seen Burton’s defection in a negative light. But he was quick to
publicly congratulate the driver on his new opportunity with a display of class rarely
seen in professional sports today.

And in a coordinated announcement, Roush named a young Craftsman Truck Series
driver to the #99. Carl Edwards wasn’t expected to do much more than get
comfortable in the car and gain valuable track time before running full-time in 2005.
Yet, Roush’s foresight proved accurate once again. In the four races Edwards has
run to date, he’s scored a remarkable three top 10 finishes. It’s a start that bodes
well for both Roush and Edwards next season.

Coincidentally, NASCAR is rumored to be reconsidering its stance on the Roush-
Diageo sponsorship deal, perhaps in response to backlash from fans regarding
their hypocrisy. Whatever the reason, finalizing a full-time sponsor for the #99 will be
the final puzzle piece that could return the team to championship contention.

Roush’s dealings with Burton could easily earn him “good guy of the year” honors in
NASCAR. And clearly his propensity for discovering new talent will ensure his
success for years to come.

But Roush has bigger fish to fry at the moment. Matt Kenseth, Kurt Busch and Mark
Martin, all drivers for Roush Racing, have secured births in NASCAR’s new Chase
for the Championship. All have virtually an equal shot with the other seven
competitors for the title.

Kenseth, the 2003 Winston Cup champion, won Roush his first Cup title. Martin, a
veteran driver with more than 20 years on the Cup circuit, is still seeking his first
championship but is coming on very strong. Busch, typically one of NASCAR’s more
controversial drivers, has a chance to escape the notoriety and prove his mettle to
fans and fellow drivers.

That Roush is in this position surprises few. But on April 19, 2002, Roush was
almost killed in a devastating plane crash. He was piloting a small aircraft when he
went down in a remote pond near Troy, Alabama. Trapped under water, Roush had
little hope.

In a fit-for-the-silver-screen stroke of luck, a former Marine with underwater rescue
training witnessed the crash from a few hundred yards away. Larry Hicks, 52 at the
time of the crash, wasted little time and heroically rescued Roush in the murky, jet
fuel-laden water. While critically injured, within just over a month Roush was back at
the track, showing up at Dover International Speedway with a whole new lease on life.

Roush has made a mark in just about every form of racing in the U.S., including
NHRA, Sports Car Club of America (SCCA), International Motor Sports Association,
24 hours of Daytona, NASCAR Cup, Busch and Truck series’ and more. He’s an
industry leader and a force to be reckoned with in NASCAR. He might not be the
flashiest team owner or the most visible, but he’s perhaps one of the most influential.

And I have a feeling we ain’t seen nothin’ yet.

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