Backseat Blonde - Shadow Group Set to Attack NASCAR’s Lack of Diversity

September 30, 2004

Shadow Group Set to Attack NASCAR’s Lack of
Diversity
By Allison Wagda

Whenever I see an injustice perpetrated by NASCAR’s
leadership, I never hesitate to pipe up and start pointing
fingers. As a NASCAR traditionalist, it’s what I do.

But for a change, I find myself in the odd position of
defending of the oligarchy that rules the second
most-watched sport in the U.S.

A little-known organization is about to unleash a bevy of accusations at NASCAR,
according to the group’s semi-private pre-launch Web site. The National Association
for Minority Race Fans (NAMRF) apparently believes NASCAR, its sponsors and fans
are a bunch of male, KKK sympathizers who systematically erect racial barriers to
prevent the participation of minorities and women in the sport.

The website, www.namrf.com, will officially go live Thursday at midnight, but visitors
can easily get the gist of their goal by reading around a Flash-based sign-in screen –
money. One inactive link reads “Boycott List,” while another is even more
enlightening: “Join the Lawsuit.” A cartoon of a white hooded man with the tagline
“What we’re up against” is one element showing the group intends to use
inflammatory vitriol to get what they want.

The group has applied for a permit to protest at Atlanta Motor Speedway next month,
and may even show up at Talladega Superspeedway in Alabama this weekend. It’s
bound to get tremendous media attention, since the underlying message of racial
inequality is a touchy subject in many southern states. But the group is using the
wrong platform to make themselves heard.

The only official statement regarding the group’s agenda is this: “The National
Association for Minority Race Fan’s purpose is to create a safe track environment
while pursuing the political, social and economic equality of minority groups and
citizens who desire to enjoy NASCAR events without racial bigotry. We strive to
remove the barriers of racial discrimination permitted by NASCAR, its sponsors, and
its race teams.”

Whoever penned this propaganda has a fundamental misunderstanding of the sport
as it exists today.

While some might cling to the idea of NASCAR as a weekly whiskey-drenched
redneck convention, anyone involved with the modern-day sport would see a
national, media-savvy professional sports league with major corporate backers, high-
profile drivers, and glossy family-friendly weekend spectacles. NASCAR isn’t a bunch
of good ol’ boys with their torn wifebeater t-shirts hanging out at a worn down dirt
track guzzlin’ homemade moonshine and chewin’ tobacky.

Any weekend spent at a Nextel Cup event will prove it. While yes, NASCAR’s fans
base leans white, the demographic is shifting fast. NASCAR is aggressively
expanding throughout the U.S., and as the media spotlight grows brighter so has the
diversity of the fan base. African-Americans? Certainly. Latinos? Check. A drag
queen or two? Yes, even a drag queen (check out Betty Jack at www.gaytona.com,
she’s not only an entertaining writer but highly informative).

As new audiences are exposed to the excitement of NASCAR racing, things will only
become more multi-cultural.

Right now, NAMRF’s primary premise is race tracks are inhospitable to women and
minorities.

My personal experiences don’t match that claim. As a single woman without many
friends into NASCAR, I’ve had to attend most Cup events on my own. My very first
event I went to the trouble of setting up a blind date so I wouldn’t have to brave the
rabble-rousers alone. My preconceived vision of a NASCAR race was fairly scary. But
at the last minute, my “date” flaked and I was faced with a choice: lose $200 or go
solo and enjoy myself.

The minute I arrived at the track, I laughed at my own silliness. The crowd was
friendlier and more mellow than a typical NFL game. Families wandered around,
gaggles of women were decked out to support their favorite driver. Everyone was
smiling in anticipation of the coming activities.

Not once did I feel threatened, harassed, bothered, or even uncomfortable. In fact,
midway through the race I found myself holding court with several male fans seated
nearby (it was a multi-racial group). They were all extremely impressed with my race
knowledge and we all had a blast hotly debating the merits of our favorite drivers.

I’ve had football fans scorn me as a know-nothing blonde. I’ve never had a race fan
do the same.

Then again, I’m not a racial minority. So I placed an add on several localized
Craigslist.org message boards in regions that host Nextel Cup races and asked for
anecdotes on track experiences from minority fans – the good and the bad. Several
folks responded, and not one mentioned anything negative. NASCAR fan Phyllis
Morton, an African-American woman from Northern Calif., was one of the
respondents.

“I took my son when he was about 13 to the Cup event at Sears Point,” said Morton.
“We are real fans, wore our driver shirts, and had a ball. My son struck up
conversations with the guys around us in the stands. When the inevitable crash
came, they were all ‘big boys’ together. We also walked around in the concession
area, and my son went up to the fence to get pictures. Neither of us ever felt out of
place or unwelcome.”

While Morton enjoyed her track experience, I don’t doubt some minority fans have
faced the occasional idiot at a track. There does remain a certain fan contingent,
especially at some southern venues, who cling to icons like the Confederate flag.
Racism may still permeate some ill-informed segments of the population, but this is
a part of a greater societal issue. I’d be highly supportive if NAMRF were to work with
NASCAR to improve diversity. But blaming a sports organization for the stupidity of a
few fans undercuts any possible legitimacy of the group.

NAMRF’s Web site suggests NASCAR and its sponsors permit discrimination
against fans and people seeking opportunities within the sport. It’s true NASCAR’s
drivers and pit crews are mostly Caucasian. But one needs to keep in mind NASCAR’
s propensity toward family legacies. Many of today’s top drivers are descendants of
early legends. Even Brian France, CEO of NASCAR, is the grandson of Bill France,
the original founder of the sport.

Even with nepotism rampant in the sport, NASCAR has made diversity a significant
part of its growth plans.

In a sport where money is the driving factor behind all decisions, teams hire talent
based upon potential success. Drivers must be able to win on the track while
simultaneously selling to a sponsors target demographic. It’s one reason why
NASCAR allows women to compete in its top series. If they can qualify, and can
afford to race (I.E. have a sponsor), they’re welcome. It’s a facet of the sport I
appreciate even more since the LPGA’s Annika Sorenstam attempted to make the
cut, amid a hailstorm of controversy, at a PGA tournament last year.

NASCAR has implemented a series of initiatives to raise the visibility of the sport to
minorities and to offer opportunities to promising minority drivers.

Basketball legend Earvin “Magic” Johnson is a key part of the effort. In 2000,
NASCAR formed the NASCAR Diversity Council in order to work closely with
motorsports industry leaders toward achieving its diversity goals. NASCAR created
the Executive Committee for Diversity in May 2004, co-chaired by Johnson. The
Executive Committee includes business leaders from outside the motorsports
industry to provide guidance and input to increase the involvement of African-
American fans and make them feel welcome.

"I am impressed with NASCAR's strong commitment to diversity,” said Johnson
earlier this year. “I plan to build upon the existing initiatives and develop an urban
marketing strategy. This will give real opportunities for all people to participate in the
sport as fans, drivers, crew members and many other positions."

To some, Johnson’s involvement may have been interpreted as a token effort to
placate minority fans. But NASCAR’s motives are more multi-faceted. Minorities
represent a new market for sales. The sanctioning body understands that in order to
grow and become accepted as a credible sports league, the organization must
embrace people from all walks of life in our country and abroad. It’s not only
important for NASCAR to embrace minorities out of social consciousness, it’s
imperative to the business.

NASCAR’s efforts extend out from the Diversity Council. Support for driver
development programs, scholarships and financial donations to multi-cultural
groups are all part of NASCAR’s olive branch to the minority community.

Lawsuits, inflammatory words and protests may get this group the media attention
they seek. But such tactics won’t further the integration of the sport. More likely, they’ll
simply drive a wedge between fans and harm NASCAR’s initiatives already in motion.

NASCAR Diversity Initiatives
Drive for Diversity - NASCAR supports the Drive for Diversity program, a pilot
program run by Access Marketing and Communications aimed at developing
minority and female drivers and crew members. The idea is to identify up-and-
coming minority and female drivers and crew members showing potential and guide
them with financial support and mentoring.

Joe Gibbs/Reggie White Driver Development Program - Joe Gibbs Racing and NFL
Hall of Fame member Reggie White have formed a partnership that seeks to identify
and assist minorities who are talented and have a desire to get into auto racing.

NASCAR Diversity Internship - A paid summer internship program designed to
introduce students of color to the many exciting career opportunities within the
motorsports industry. More than 65 interns from across the country have participated
in this program. This year the program will place 30 students with participating
companies including NASCAR teams, tracks, media partners, and sponsors.

Support of Urban Youth Racing School - NASCAR supports the Urban Youth Racing
School, a non-profit organization based in Philadelphia that provides 150 inner-city
youths, from ages 8 to 18 years, with the opportunity to learn about motorsports.

Supplier Diversity Program - NASCAR recently developed a supplier diversity and
minority vendor program to foster a more diverse supplier base. NASCAR's Supplier
Diversity Program invites women- and minority-owned businesses to be considered
equally as subcontractors and suppliers for all goods and services purchased at
NASCAR.

NASCAR College Tour presented by the Coca Cola Company - In this joint effort,
NASCAR and the Coca-Cola Company visit Historically Black Colleges and
Universities and Hispanic Serving Institutions to build awareness about the
motorsports industry and its exciting career opportunities. These visits allow
students to meet leading industry representatives and learn more about the sport
and careers from an insider’s perspective.

Partnership with the NASCAR Technical Institute - Located in Mooresville, North
Carolina, NTI is a partnership between NASCAR and Universal Technical Institute,
Inc. that provides the training necessary to excel as an entry-level automotive service
technician, with additional training provided for the skills needed to enter the
motorsports industry (i.e. pit crew members). The school attracts a diverse student
body and offers a number of diversity scholarship/internship programs.

Scholarships - NASCAR provides funding for scholarships to Historically Black
Colleges and Universities and Hispanic Serving Institutions. NASCAR and its
partners provide funding for scholarships to these institutions to help nurture new
talent and raise awareness of the industry’s efforts to increase diversity and attract
the best minds in America. This includes the United Negro College Fund and the
Hispanic Association of Colleges and Universities.

Support of Civil Rights Organizations - In an effort to demonstrate NASCAR’s
support of issues important to diverse communities, NASCAR participates in several
Civil Rights conferences including the NAACP and National Council of La Raza. This
participation also allows NASAR an opportunity to share the organization’s
commitment to diversity and raise awareness about its programs and the exciting
career opportunities across the motorsports industry.

Association for Diversity in Motorsports (AFDIM) - The Association for Diversity in
Motorsports, was developed to bring greater diversity to the motorsports industry.
They encourage participation in every aspect of the industry through a series of
programs aimed to educate African Americans and other minorities about their
presence and contributions in the motorsports industry.

Wendel Scott Scholarships - NASCAR pays tribute to Wendell Scott’s relentless
spirit, contributions, and passion for the sport by contributing annually in his name to
the United Negro College Fund and the Hispanic Association of Colleges and
Universities. Scott competed from 1961 to 1972, in what was then known as the
Grand National Division, and became the first African American driver/owner to win a
NASCAR race with his 1964 victory in Jacksonville, Florida.

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