Up Next with Rich Luker From The Executive Editor Attitudes toward global sustainability Cartoon: Birds on a wire Sports Media: NFL’s streaming experiment From The Executive Editor: Innovations ‘Moneyball’ approach in marketing Cartoon: King me Athletes and issues of social justice Why the NCAA still matters
SBJ/May 13-19, 2013/Opinion
NASCAR’s chairman puts talk of diversity into action
Published May 13, 2013, Page 25
WANT MORE GREAT STORIES LIKE THIS?
CLICK ON ONE OF THESE BUTTONS
Up to that moment, my impression of NASCAR included Confederate flags and mostly all-white Southern fans. While that impression hasn’t changed much through the years, every interaction I have had with France and with NASCAR during that time has affirmed my initial assessment of France’s comments. I have co-chaired a 10-person NASCAR Diversity Council with Magic Johnson, observed all the NASCAR programs aimed at promoting diversity, and engaged with NASCAR through the National Consortium for Academics and Sports, which I founded in 1985, and the DeVos Sport Business Management Program at the University of Central Florida, which I chair.
I am convinced that my gut was right after that first meeting with France and that he meant what he said.
During my career, I have had a positive reputation with the media, but the media has always challenged me when I have said that NASCAR was making major efforts on diversity, as it did not fit the public image of NASCAR. My response to those challenges, then and now, is to detail the efforts NASCAR has made.
|Hiring Jadotte (left) and developing drivers like Larson show France and NASCAR’s commitment to diversity.
The demographics of America have changed and will continue to change even more. I asked the leaders how such future changes will affect NASCAR’s fan base. How is NASCAR preparing for that? How is NASCAR’s leadership preparing NASCAR employees to help with that change?
With other sports, when fans and the media have thought about diversity, the players have always been the original focus. Over decades, MLB, the NFL, the NBA, and later MLS and the WNBA have become sports with highly integrated player bases. Between 40 percent and 80 percent of the players in those leagues are players of color.
NASCAR’s diversity initiatives are helping it join the race, but it started from so far behind with its programs for diverse driver development and efforts beyond its highly touted Drive for Diversity program. The topic was particularly timely after all the attention that was paid to Danica Patrick at the Daytona 500. Fewer people noticed that Kyle Larson, who is Japanese-American, made his national series debut this season in the Nationwide Series, where he is a leading candidate for Rookie of the Year. He also races in the NASCAR Camping World Truck Series, where he finished first at Rockingham and became the first graduate of the Drive for Diversity program to win in one of NASCAR’s top three series.
The question, of course, is how will Larson and others advance to the next level of competition?
Beyond the players, MLB, NFL, NBA, WNBA and MLS have been pushed since the 1980s by the lack of diversity in league offices and at teams. There has been dramatic change, especially in the league offices. They are all doing quite well on racial hiring practices and doing better, though not great, with gender hiring. NASCAR has made progress in its headquarters hires with two people of color and eight women among the 26 people on the board and as officers of the organization, but there is still a great deal of room for more opportunities.
Our inclusion efforts must not only change the numbers but also change the culture. Diversity management training has played a significant role in changing the culture by spending eight-hour days with small groups of NASCAR employees openly discussing the challenging issues of diversity and inclusion. No sport has done more than NASCAR regarding such training. The hiring in 2005 of Marcus Jadotte, who is now NASCAR’s vice president of public affairs and multicultural development, was the key. Jadotte and France have helped position the leadership to be part of their diversity efforts by having special, intense training with the leadership on a regular basis, and that should speed NASCAR’s efforts in the years ahead. It will take significant resources at a time when resources are less available. In hard economic times, diversity programs are usually the first to go. At NASCAR, continuing with diversity efforts is a prominent signal that NASCAR is committed for the long haul.
NASCAR also has taken a leadership role with Beyond Sport United, the world’s largest effort to bring about positive social change through sport. France is the only commissioner who has personally attended the four major meetings in New York and London, and his presence spoke volumes.
I often talk and write about the power of sport to do amazing things in our world. If women and people of color excel in the world of sport, then the power they have to bring about positive social change is amplified enormously.
The future is promising, as were Brian France’s words 16 years ago.
Richard E. Lapchick (firstname.lastname@example.org) is the director of The Institute for Diversity and Ethics in Sport at the University of Central Florida, which annually publishes racial and gender report cards on MLB, the NBA and WNBA, NFL, college sports, and the APSE.