There was a time when NASCAR wasn’t as popular, way back in the day as we say for some of us that’s been around and those that were around when races were attended by tens of thousands instead of hundreds of thousands. In those days drivers would sit on the pit walls after a race, sign autographs and talk with the locals.
When Winston bought investment and marketing to the sport this was still a center point of the accessibility. But then came the popularity of the sport, it expanded, drivers became like other athletes appearing in commercials and magazines while getting endorsements from fortune companies that wanted the next hot star on the circuit and not just a brand name like Junior Johnson or Richard Petty from North Carolina.
No, these companies were looking to craft an image and highly market their new sponsored talent to the rising popularity of NASCAR. This however came at a price, the price of reduced accessibility to the fans.
Teams, sponsors, talent companies and more all had their hands in marketing, press relations, sponsor relations in this new world of opportunities. In doing so drivers time became highly crafted, where to be, how long they would be there, how many autograph tickets would be handed out (weather and sponsor duties permitting of course) or just how much money you as the fan wanted to spend for a few moments for a meet and greet.
This however has been boiling to a head, which we saw this past weekend at Pocono. Danica Patrick obviously frustrated by fans booing and mocking her for not spending time outside the car signing autographs or taking photos was captured on Facebook for the world to see.
Drivers such as Brad Keselowski, Matt DiBenedetto, Ryan Ellis and more all weighed in on the subject. All of which over time have varying ways of seeking out their fans. Keselowski going into the campgrounds on weekends, Dibenedetto inviting fans to have breakfast with him as such examples all while using the power of social media.
Some fans are happy with drivers tweeting them that’s the world we live in today. While fine, other drivers however stay hidden in the garage far away from their fans, rarely to appear unless through organized events either with the team or their sponsors, usually with handlers in tow crafting their every movement and time.
Some of which use social media to connect but at the end of the day as Mike Waddell at Richmond Raceway said through Twitter “Athletes thinking Twitter & social media can replace shaking hands & signing autographs akin to Fans cutting cable cords & staying home”
This is profound in the fact that we are all know popularity of NASCAR is beyond its peak of early 2000’s, it’s no secret and no one is denying that.
What we are denying at this point is the need to change the way business is done. It’s time to cut drivers loose a little from these highly scripted weekends of handlers and PR reps that craft nearly every second of their time at the track.
Maybe it’s time for NASCAR to start instituting on site meet and greets with drivers on a rotational basis with a handful known beforehand, scheduled with the track similar to what the Camping World Truck Series or K&N Pro Series does then promote this event weekly to draw fan interest to the track. This just being one of many ideas that can increase fan engagement.
In this way fans know who and when drivers will be and where, it’s a fair opportunity for all. It’s a fair opportunity for drivers to not be chased down while on the way to the car, drivers meeting or hauler.
When drivers can spend hours going on multi-mile bike rides and runs the morning of race day but cannot spend a half-hour sitting on a concourse with fans signing autographs we have a disconnection in the fan base.
It’s time to make the changes, look the NHRA fan base is growing rapidly through fan engagements with “Every Tickets a Pitpass”, come meet the drivers, see the cars and the marketing they have been rolling out for years.
NASCAR and all its partners will all need to work together to unleash these drivers to allow them more flexibility in having more engagement face-to-face even if this means somewhat by making drivers get out there and doing it.
Richard Petty was said on many occasions walked out of signing engagements to see people still standing and waiting, to this he would sign until everyone had gotten an autograph or picture with The King.
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