FAN LOYALTY TO SPONSORS VERSUS DRIVER LOYALTY
Everyone who follows NASCAR knows that fan loyalty to NASCAR sponsors is the highest for any major sport. We shop at The Home Depot, drink Coca Cola and drive Chevys.
So what about the drivers? How much loyalty do they have for their sponsors? I would suppose a great deal.
So let’s look at a situation where a driver chooses to NOT race in support of his sponsor. Everyone likes Mark Martin, the current “dean” of drivers. After announcing his retirement last year, he turned around and signed a deal to drive for Ginn Racing — although on a limited basis. Well, as luck would have it, Mark sits in first place in the standings after the first four races. Yet, rather than continue to drive his 01 U.S. Army car, he has chosen to sit out the next two races and allow a rookie to take over.
I wonder if Joe Gibbs would allow Tony Stewart to continue driving if Tony decided to take a couple of weeks off?
Although not driving full time was part of the agreement with Ginn Racing, Martin seems not to recognize the responsibility to his sponsor and team owner that others would deem required, especially given his place in the standings. It appears Martin has placed himself as “01” instead of the U.S. Army and Ginn Racing. As a result, upon returning to the 01 car for the Texas race in April, he’ll be no better than 36th place.
So much for loyalty.
-- Jon
Comments
Before the start of the season, contracts were signed, deals were made, and Mark's tenure with Ginn Racing for 2007 was designed to be not just as a part-time driver but as an instructor for developmental drivers. (Everyone who has paid any attention to NASCAR this year is aware of that). The Army knew this going into the season - hell, they are paying for 01 car to drive. His first weekend off the track Mark was acting as crew chief in Florida for Ricky Carmichael (the uber-famous dirt bike star) for Ginn Racing at a small Late Model event. He was contracted to do that, and he's upholding his end of the deal. Makes sense to me.
Posted by: Thomas | March 21, 2007 10:48 AM
We love your blog.
Posted by: kcjsmoket20 | March 22, 2007 4:30 PM
Great blog, Jon. I am in South Africa and find the NASCAR goings on fascinating. You mention Joe Gibbs. I recently read his story and enjoyed it immensely. I will check back here regularly. You have a great thing going.
Posted by: Car Auction Charlie | July 28, 2007 3:19 AM