Its the Dragpocalypse.
A mass exodus of sponsors and teams from the full tour and from the racing world entirely. You think it might have the attention of the stiffs in Glendora, no? Oh no, not at ALL.
Let’s see….
David Grubnic. Hillary Will. Doug Kalitta. Doug Herbert. Hot Rod Fuller. J.R.Todd. Tommy Johnson Jr. Melanie Troxel. Warren Johnson. Kurt Johnson. David Connolly. Bob Vandergriff. Angelle Sampey. Tom Hammonds. Jerry Toliver.
… all series regulars, all on the sidelines. The list continues to grow by the day.
Competition Plus did an excellent comparison piece on the situation, with Don Schumacher and Don Garlitz commenting on the current economy and its similarities to the Energy Crisis of the 70’s. Jim Oberhofer, crew chief for Kalitta Motorsports weighed in as well. Everyone is talking about it, but the NHRA continues to ignore them all… ignore the very people whom make their existence possible.
At least Wally Parks addressed the issues presented in the 70’s with an action plan. What is the current suits’ action? Raise prices for the sponsors and teams in effort to “ensure profitability to the NHRA for 2009.”
Are you KIDDING me?
For a Non-Profit company, they sure are dedicated to padding their bonuses at the expense of the core of their business model… the SHOW.
Worried about affecting ticket sale value by cutting qualifying sessions or other cost-saving measures for racers, what is going to happen when that expensive spectator ticket buys only a 8 car show? Personally, I’d rather see 3 rounds of a full field rather than an empty pit row and repetitious qualifying. Cut the events to 2 days. Helps with travel and ticket expenses both for teams and for fans.
And raising pricing for hospitality? If the pits are going to be empty anyways, why not offer MORE for less in efforts to cort sponsors into seeing that the NHRA is indeed a viable marketing and promotional tool?
As it is, the limitations and stipulations made by the NHRA have made sponsorship activation a very tedious and sometimes unworthwhile exercise. They should be opening the floodgates right now instead of snapping them shut for their own profitability. Instead, we send corporation after corporation packing with the attitude “Why Bother“.
Why should a corporation participate in the NHRA? Yes, its a very cost effective motorsports marketing tool, but with the hard-arm of the NHRA law in place, these corporations are realizing all too quickly that you get exactly what you pay for.
Exclusivity contracts that benefit only the NHRA sponsors, non-compete ordinances that effectively shut-out the free market competitiveness that could renew friendly rivalries which flourished in the hey-days of the sport. Instead of running off the U.S. Air Force or all the energy brands, how much more attention could they bring to the sport by seeing the drag racing battle of the brands take place? Remember the beer rivalries? Miller Lite vs. Budweiser. What about Army vs. Air Force vs. Navy? Or Rockstar vs. Sobe vs. RedBull vs. (insert booming energy drink company here)?
Even their superhero idols at NASCAR are working with their teams and the sponsors to ensure the survival of their sport. But NHRA brass continue to keep their heads planted firmly in the shifting sand. Why not search for a more relevant business model? Why not step OUTSIDE the box for a minute?
Instead look at other ideas, such as the American Drag Racing League, and LEARN something. ADRL tickets are GIVEN away. Series sponsors see a huge captive market, and are given ample opportunities to promote and use their motorsport tool to generate their results. They aren’t slapped with fees and limitations…. The ADRL also listens to the needs of its racers. Racers also are not victim to fees and limitations and costly rule changes with class mandated components. It encourages aftermarket companies to compete for its racers business, and rewards participants with Official Sponsor rights that do not mandate usage, but REWARD it.
No, the NHRA cannot give away tickets. But they can cut the prices to increase the VOLUME. Or they can look outside the box to give value to fans. A giveaway: Buy 2 get one free? The seats would be empty without it, why not at least TRY?? Contests to engage fans in the season to win tickets would be great as well.
There are too many options that would bring at least some ounce of relief to the current situation. Way too many for Glendora to be sitting idle. Perhaps Garlitz is right, perhaps this too shall pass, but at what cost to our sport?
Its not something any of us should take lightly. After all, there are no bail outs in drag racing.
