Full disclosure: I've worked with Steve for more than two decades on various projects, from sponsorship acquisition (I am not active in that area any longer, by my choice), to public relations.
I think the best way to "define" Steve's personality is to quote his close friend, Larry Dixon, who said when contemplating Steve driving a Top Fuel car, "If he did that, after the first time ESPN interviewed him they'd never talk to John Force again!"
As I can personally attest, Steve has worked longer and harder for the betterment of drag racing than any other competitor I've ever met. His personal appearances are barn-burning successes, as his rapport with people as diverse as corporate executives and school-age youngsters is impressive. He "sells" drag racing because of his personality, not in spite of it.
He is one of the few racers who commands the respect of the NHRA management team, with his interaction with them being mutually beneficial. That NHRA respects him can be "proven" by their overturning a ruling that his engine was too big at the Gatornationals a few years ago. They sent two officials to his shop to re-measure a sealed engine, and they wouldn't have done that for almost anyone else. The other incident is, of course, the U.S. Nationals final round in 2005 after which Steve wasn't declared the winner for more than 24 hours.
As Dan Bennett said, if Steve had been paid for everything he's done for drag racing he'd be well-funded right now.
Jon Asher
Senior Editor
CompetitionPlus.com