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SBD/Issue 163/Sponsorships, Advertising & Marketing
Joe Gibbs Teams With Reggie White In NASCAR Diversity Effort
Published May 19, 2003
|Gibbs Teaming With Reggie White
To Promote NASCAR Diversity
In an effort to promote diversity in auto racing, Joe Gibbs Racing and former NFLer Reggie White have started a grass-roots campaign, under which Gibbs and White will form several late model stock car teams to begin competing in '04. The focus of the partnership will be to identify and assist minorities to become involved in auto racing (Joe Gibbs Racing). Gibbs indicated that while he "will concentrate on finding black drivers, he won't ignore other minorities." Gibbs hopes "to begin with two to five teams in 2004." In Charlotte, David Scott wrote that Joe Gibbs Racing will fund the operations — "each costing between $50,000-$100,000 a year — whether sponsors step forward or not." White: "Maybe we'll find the next Tiger Woods in NASCAR" (CHARLOTTE OBSERVER, 5/18). In Miami, Cammy Clark wrote that the plan, "is eventually to field minority drivers at the Winston Cup level" (MIAMI HERALD, 5/18).
READ ALL ABOUT IT: In an attempt to attract more fans to the sport, one of NASCAR's efforts this year is its Top 20 Program. Speaking at the NASCAR Power Breakfast at Lowe's Motor Speedway last Friday, NASCAR VP/Corporate Communications Jim Hunter said, "The whole basis of that program is educating anybody that we can get to listen in those top 20 markets about what NASCAR is. Everyone in this industry rides this little high that everything is going pretty good, and we assume that everybody in the world is as aware as we are as to what's going on in NASCAR. That is not the case, it's never been the case. ... We are devoting money, time, resources, everything we can think of to expand the education process of what NASCAR is all about. For us to truly be competitive with the NFL, we've got to be perceived as the NFL is perceived." Hunter added that NASCAR Exec VP Brian France met with about 25 sports editors of major daily newspapers about two or three weeks ago (THE DAILY).