Open-Wheel Spotlight Doesn't Equal Sponsorship

(Originally published on Jan. 16, 2008)

It's amazing how by spoofing itself in Talladega Nights, NASCAR predicted its own future. Jacques Villeneuve doesn't sound a whole heck of a lot different than Sasha Baron Cohen as Jean Girard.

The only difference is that Girard had a sponsor.

As of this writing, Villeneuve and fellow open-wheel carpetbagger Dario Franchitti don't.

And that seems really peculiar. Sure, they're not in as dire straits as Morgan-McClure Motorsports, which went out of business, or Yates Racing, whose next strategy for fund-raising might involve a bake sale. (Unless Jack Roush is underwriting the effort, which he couldn't possibly be doing because he's not technically allowed to. Wink. Wink.)

And by the time the flag flies for the Daytona 500 the cars for Franchitti and Villeneuve (assuming he qualifies) will likely carry signage. But we're not this close to the season opener with that unannounced for the purpose of building suspense, or because there were so many overwhelming offers to sort through. Even for these guys with international name recognition, the market has been a tough one.

And that has to be a little disheartening to owners like Chip Ganassi and Bill Davis. These drivers weren't brought in because they gave the team a better chance to win this year, or even next. They were brought in because they could help land top-tier sponsorship, especially their ability to attract brands-think Girard's Perrier Spring Water-that wouldn't normally put their marketing budget into NASCAR.

They were supposed to bring in dollars without having to prove their driving chops. Now, to really cash in, it seems like they're going to have to make it happen on the track. Those being the parameters, an owner might have done better long-term with the likes of Johnny Sauter or David Stremme. And while we're on the subject of sponsorship...

* How much sponsorship could former Dale Earnhardt crew chief Kirk Shelmerdine possibly be bringing that would make it worthwhile for him to unseat Scott Wimmer from attempting the 500 in the No. 33, Richard Childress Racing's part-time Cup car? Childress wants that No. 33 to go full-time at some point if he can get the backing lined up. The owner is wasting a great opportunity to market Wimmer-who has done yeoman's work in a part-time Busch (sorry, that's Nationwide) role-to take a one-time check from a 49-year-old Shelmerdine who can't provide the team with anything long-term. Seems penny-wise and pound foolish, especially from a guy like Childress who is well enough off to be able to invest in the future.

* Folks, I will not deny that I'm a fan. The last race I attended as a civilian, the 2005 Las Vegas affair, featured a Busch race where after more than a few beers I shouted Darrell Waltrip's "Boogity, Boogity, Boogity" at the start of every green-flag run. I probably had more fun than I've ever had at a track, even as the woman behind me tried to ply my unprepared keister with much-needed cigarettes-which I thankfully now don't need-to shut the hell up. So I was rather concerned with so many people on FoxSports.com voting for Waltrip to send his signature catchphrase to the showers. Now, I'm reticent to criticize the next-generation NASCAR fan the way some old-timers do, but that negative vote had to come from the newbies. And I say to them with all sincerity, if you don't appreciate Waltrip's hokey-but-humorous battle cry, go count balls and strikes and get the living hell out.