For NASCAR Diversity Has To Be More Than Just Danica Patrick
NASCAR for years has focused on single individuals in its promotion of its diversity, but when they fail they leave a void in the sport.
It does not depend what side of the “is Danica Patrick good for the sport” argument you are on there is one thing for sure, on track she has not lived up to the hype. NASCAR in conjunction with its media partners put the full court press on Danica as opposed to the women of NASCAR. There is Chrissy Wallace, Johanna Long, Jennifer Joe Cobb, Kenzie Ruston that have shown promise but have not received a fraction of the coverage of Patrick.
Did NASCAR lose out on a sustainable star by focusing on Patrick while ignoring the rest?
Bubba Wallace is now a contender to win most races in the Xfinity series. However he does this after he stumbled with the winds of NASCAR behind him but turned the corner when the light did not shine on him as bright. As with most sports, in NASCAR you have to fail before you know how to succeed. Aric Almirola was pulled from a Joe Gibbs Racing Xfinity Series car after qualifying on the pole and leading during the race because Denny Hamlin showed up late to a race in Milwaukee. After he spoke up about the situation he was gone from JGR at the end of the season. Learning from that he is now driving the Richard Petty Motorsports legendary 43 with great sponsors and getting better every time he returns to the track.
NASCAR is lucky to have a talented group of diverse drivers coming up through the ranks. The concern is the singular focus on Danica Patrick and others before her, hurts this crop with potential sponsors. We have seen several logos on the SHR 10 car come and go, by go I mean leave NASCAR. The Rico Abreu’s of the racing world are going to have to fight the stigma of the highly touted drivers NASCAR pushed that keep failing. NASCAR needs to market them as a group and let the cream rise to the top.
All NASACR really has to do is look at the NHRA. They have cultivated and developed a very diverse group of drivers at all levels for years without focusing on just one. If they would have concentrated media efforts on Ashley Force they would have wasted the effort as she stepped away to start a family. Instead they equally covered Angelle Sampey, Hector Arana and Antron Brown as they succeeded. Now with Erica Enders as Pro Stock Champion and Antron Brown as a Top Fuel Champion the NHRA has a stable of diverse drivers to market to sponsors.
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How should NASCAR proceed? First have end of season prizes for minority drivers and owners that give them a chance. Then have per race bonuses for owners with women or minority drivers. NASCAR has to make up with the owners for the damage they have done in their marketing strategy up to now. Only then with there be multiple opportunities for deserving drivers to move their way up the ranks.