“Turning the NASCAR Model on its Ear”
In NASCAR’s omnipotent drive for a presence in the market place one could safely argue the Winston brand name was the first to make a major impact on the sport. Originaly named NASCAR’s Grand National Division R.J. Reynolds Tobacco stepped forward and from 1972 through 2003 the Series and it’s Championship heralded the company’s premire brand of Winston cigarettes.
As NASCAR has turned the corner into the 21st century - and Winston is gone due to legislation that sharply restricted avenues for tobacco advertising - there’s a new kid on the block. But like most new kids this one comes with a difference in attitude and look.
Red Bull is a sports marketing giant. They sponsor everything from Formula One teams, to the so called extreme sports like BASE jumping, BMX freestyle dirt and skateboard vert in addition to airplane races via the Red Bull Air Race World Series.
Red Bull, as most fans of the sport know, will be present in NASCAR starting with the 2007 season and that’s where the difference in attitude and look comes in. “They’re really, in their own way, turning the NASCAR model on its ear,” said Mike Bartelli, senior vice president for motorsports at Millsport. “It’s not just the fact that they’ll own the team as a sponsor, but their marketing approach is certainly going to be different.”
Unlike most companies that elect to sponsor a car, Red Bull has chosen to own its teams. Red Bull will have the 83 Car (there are 8.3 ounces in a can of Red Bull) driven by Brian Vickers, the second car’s driver, sponsor and number is still to be determined.
How will team ownership by the sponsor change the NASCAR model? For those concerned of late about NASCAR becoming too “politically correct” listen to the words of David Coultard who drives one of the two Red Bull owned F1 teams.
“When you’re driving for a team like Mercedes, you represent DaimlerCrysler; you represent Mobil, Siemens, Hugo Boss. You’ve got a range of companies,” said Formula One driver David Coulthard. “You then have to walk a much finer line of what is politically correct for each of these sponsors. When you have one owner and it’s a drink company, then it allows you to be, for better or worse, yourself.”
Brian Vickers elected to sign with Red Bull for similar reasons.
“Any business has its budget, but under a normal structure, an owner has a very strict budget from a sponsor and that’s it and they have to work under those restraints,” Vickers said. “But when the sponsor owns a team, that dynamic is a little bit different.”
I don’t see NASCAR allowing a Dale Jr. type after race interview punctuated with the “S” word, at least not without the monetary fine, but it would be refreshing to hear Vickers list a single sponsor vice a laundry list of them in victory Lane.
Other differences, or rather appearences, may also occur. Red Bull owner Dietrich Mateschitz upon hiring David Coulthard told his new driver he “did not have to shave every day, didn
I would expect Red Bull to do a slow and easy as far as any radical marketing gimmicks in NASCAR. Acceptance on and off the track, and winning races are the priorities.
Once they have the lay of the land and a competitive race or two under their belts, then watch out! The Red Bull “Bulletin” they produce basically lampoons the ostentatious side of F1. The issue they produced at the French GP basically ridiculed the country, the people, the laws, the food, anything French. Red Bull bevridges are outlawed in France.
I can’t see NASCAR giving them the paddock space for a “station” or allowing them to ridicule anything Mother NASCAR has established.
They WILL provide an interesting mix into the series, no doubt about that.
I can
It’s one thing for Daytona to go along with a movie spoof of it’s roots and current status. It’s quite another to have a race team and team owner sending up their stock in trade; racing.
Whatever the outcome, it won’t be boring!
Well if that turns out to be the case Red Bull will have been banned in France & by the France’s. LOL