It’s been an interesting day to say the least.
RE: Pat Barrett’s post, I have no interest in, nor do I have the ability to “blow the lid off” NHRA or anything else.
When I write an editorial that appears to be negative to the NHRA please try to remember that my intentions are never to be completely negative, but rather to point out inefficiencies, iniquities or mistakes the organization makes that could be avoided.
NHRA has done, and continues to do many positive things and is clearly the best organization operating within the sport.
I have also written extensive, very positive stories about NHRA and its events, but at the same time when there is a “problem area” there are many that feel those “black eyes” should be ignored by the media. On the contrary, if those flaws are not pointed out publicly they’ll never be corrected. Trying to work behind the scenes by discussing these perceived negatives with NHRA executives does no good at all, as, historically, the organization is not receptive to ideas and concepts that come from outside the company. If you doubt me on that, just ask any of the dozens of racers and supporting sponsors who have tried in vain to foment change over the years. At best they’re politely listened to and then completely ignored. Again, ask around if you doubt that.
We don’t know for sure what POWERade may have paid NHRA to become the series sponsor, so speculating that the deal should have been worth much more is merely that – speculation.
The point of my editorial was not that the money wasn’t good enough, but that POWERade has done almost nothing to support the sport away from the track, and that’s where Winston was so valuable for drag racing.
Lance Peltier, I have absolutely no aversion to NHRA as a sanctioning organization, and as far as offering solutions is concerned, they aren’t listening – to me or anyone else.
As far as turning away a sponsor is concerned, PJ (Sapienza), you have unintentionally hit the nail on the head. The organization seldom turns down a dollar, which is the very reason that the title rights to events like Englishtown are sold at fire sale rates.
In the short term turning down a five or even low six figure title rights offer is the smart thing to do because it tells that potential sponsor, as well as others, that you value that event at, say, $400,000, and you’re going to stick to your guns. If you accept a lower offer this year you are never going to get that same company to step up to the value level you’ve placed on that event next year. Simply isn’t going to happen.
It’s like the racer who naively accepts $1 million when he needs $2.5 and thinks he’s going to get a raise from that $1 million to $1.75 million the second year and then $2.5M the third. That just doesn’t happen in the real world of business.
It works the other way, too. By refusing to sell that race at fire sale rates the potential sponsor realizes how valuable the event might be and can then step up, or decide to walk away.
But once he buys it at the bargain basement price he’s going to fight tooth and nail to keep that price low.
I couldn’t have said it better than Pat Barrett’s “When presented with constructive criticism, the elite management types blow you off.”
Joe Sherwood’s points about individual team sponsorship are interesting. In the beginning NHRA let the racers know that POWERade would indeed get into team sponsorships just as Winston did.
We’re still waiting.
Dean Murdoch, why must an editorial promote the sport? The articles I write do that (do I need to include links?). An “article” is supposed to be factual, reporting both sides of whatever the subject is. An editorial is the writer’s opinion, and does not need to meet that requirement. The suggestion that Bobby Bennett mandate’s my editorial slant and/or reporting is humorous, as anyone who knows me also knows I wouldn’t be working with him were that the case.
I have an on-going argument with management types who don’t like what I write. My response is to ask them if it’s true. If something’s blatantly false I’ll do everything possible to make corrections, but if someone simply takes offense to something simply because they personally don’t like it or don’t think I should report it, that’s their problem. NHRA might prefer that everything written be absolutely and always positive, but that’s not the real drag racing world. There are serious problems involving this sport, and if they aren’t exposed to the light of day they’ll never be corrected.
Dave Murphy (I wish knew a better way of replying than naming everyone like this), you are absolutely correct when you suggest the sport needs to be marketed in ways to pique the interest of potential new fans. But NHRA and IHRA are distinctly different businesses operated in distinctly different manners, and your suggestion that they work more closely together is like believing that Coke and Pepsi should work together. Not happening.
Thank you Greg Stanley.
Jim Gunther, if there was a serious marketing plan in effect that had been agreed to in advance by NHRA and POWERade they’re the only ones who know about it. Unlike the Winston days, when some marketing plans were openly discussed with the competitors, to my knowledge such has never happened with POWERade.
Jim, as to your later post, I disagree in that when it comes to sponsorships it’s the sponsoring company that needs to “activate” the program, not the entity being sponsored. For example, your suggestion could be taken to mean that Brandon Bernstein should be producing and placing the Bud ads, Greg Anderson should be advertising his affiliation with Summit, etc.
Sorry, Mr. Samuel, your basic point is incorrect. Yes, NHRA should absolutely be working as hard as possible to promote the sport, and to a great extent they’re doing that. But why would a sponsor get involved without providing more than financial support? Imagine Company X paying (any racer’s name here) $2 million and then saying, “Okay, now go get us some publicity beyond what you do at the track. Call around and set up your own personal appearances at our stores. Buy some national ads featuring your car and our logos.”
The current estimates are (I believe) that in a perfect world a sponsor will spend three to ten times in sponsorship “activation” (promotion) dollars what they will in the actual funding of the team.
Kurt Leinenkugel (that green type face is almost impossible to read on my screen), when you mention the existing fan base you should know that one of NHRA’s senior marketing executives has been widely quoted as saying “We promote the sport to our fan base.” In other words, we’re going after our already sold fans because we don’t know how to market the activity to newcomers.
Hope I haven’t offended anyone with these responses.
Jon Asher
