INSIDE TRACK EXCLUSIVE // BY GREG MACPHERSON // NOVEMBER 17, 2004: TORONTO, ON - On Nov. 16, NASCAR Canada and CASCAR put out a long-awaited press release heralding a “multi-year operational and marketing agreement” between NASCAR and CASCAR. The title on the document characterized the relationship as a “strategic alliance”.In the release, NASCAR COO George Pyne said, “NASCAR will lend operational and marketing expertise to help grow Canada’s only national stock car series.” CASCAR President Tony Novotny said, “NASCAR’s experience and resources will strengthen and support racing in Canada, while establishing a foundation for further growth.”
Although those sentiments are somewhat vague, it has been clear for some time that the deal would likely not include the outright purchase of CASCAR. This release confirms that. In fact, it’s possible fans won’t be able to see much of a difference – on the surface – when they attend a CASCAR Super Series race next season.
The cars will be the same. Most of the familiar faces will be back. And unless there is a new title sponsor announced between now and the Delaware opener, the tour will likely once again be called the “CASCAR Super Series”.
But for all the things the deal ‘is not’, there are some very important things that it ‘is’. This arrangement guarantees CASCAR’s future and its unchallenged position as Canada’s National stock car tour. There will never again be an ISA to threaten CASCAR, now that it has NASCAR in its corner.
The deal also opens the doors for CASCAR to be marketed as a partner of one of the biggest and most successful motorsports operations in the world. While increased marketability, credibility and stability are all intangibles, they are arguably invaluable in the context of CASCAR’s future.
Speaking on behalf of CASCAR, Richard Coughlin explained what the NASCAR deal means to the series. “NASCAR has the greatest depth of resources of any sanctioning body in North America. This agreement allows us to tap into those resources in the form of marketing the series, bringing new sponsors to the series and the general management of the series. It’s a long-term agreement aimed to helping us grow the sport in Canada.”
Pressed for details of the agreement, however, Coughlin toed the party line. “We’re not at liberty to discuss the exact details of the contract. NASCAR has made a long-term commitment to the market and we cannot speak to the specific terms of the relationship.”
Asked if racers and fans will be able to notice a difference at the track next season, Coughlin replied, “Where you can expect to see a difference is the introduction of new sponsors and corporate partners, which will allow us to initiate new programs that fans and racers will be able to see. That’s not going to be in the form of different cars or rules, but you may see it in other areas in terms of presentation and exciting new interactive programs for the fans that will increase visibility with an eye to promoting the series and getting more media attention.”
According to Coughlin, this is a major event in the history of CASCAR. “We’re very excited to have them in our corner. The NASCAR brand inspires a lot of confidence, which will make it easier for us to attract partners. We are in the exciting position of having more than one company considering signing on as title sponsor. Another benefit to fans and racers is that we have a long-term agreement with NASCAR and a solid direction, which is a far cry from the past few years when we’ve faced significant challenges… It changes our direction from being somewhat defensive to going on the offence and growing the sport.”
Coughlin also confirmed that most of the familiar faces will be back in ’05. “Tony [Novotny] is staying in the role of President, while NASCAR is going to provide support in all areas of the business. I can’t tell you about any new faces you’ll see at the track or in the office, but you’ll certainly still see Tony, myself and Chrissy [Hughes] with the series in 2005.”
While he has always raced with solid sponsorship, CASCAR veteran Mark Dilley is excited about CASCAR’s deal with NASCAR. “It’s big. It’s huge for Canadian motorsports. It’s something we haven’t seen in about 10 years,” said the Whitlock Motorsports racer. “We don’t know all the details. But NASCAR isn’t dumb and they’re positioning themselves for expansion in the future. They believe it’s a good series [CASCAR] with a good foundation. As far as our sponsors are concerned, everything I’ve heard is that everyone is very happy with the news.”
Dilley, a former short track promoter, knows what it takes for a sponsor to be able to participate in racing. He believes the deal with NASCAR will be a big boost for the teams and sponsors. “This makes it easier for sponsors to justify their investment… My advice to any sponsor is to jump in while it’s still at the bargain price it’s been at for years, because it won’t be that way for long. There’s no way it will.”
In closing, Dilley offered congratulations to Novotny. “It’s gotta be a great feeling to see what he’s built to the point where it is so respected that NASCAR would support it.”
Randy Paul of NASCAR Canada said the agreement underscores NASCAR’s commitment to Canadian racing. “It started with two ‘flags’ – at St-Eustache and Delaware – and that was followed up with the formation of NASCAR Canada for communications and marketing. And this initiative clearly shows the commitment that George Pyne and NASCAR have made to support grassroots racing throughout North America.”
In recent years, CASCAR Super Series races have been broadcast on Rogers SPORTSNET, which appears to be a conflict with NASCAR Canada’s TSN roots. However, Joel Robinson of James Robinson Associates Ltd. told Inside Track that he is already in negotiations with SPORTSNET and SPEED regarding Super Series broadcasts in 2005. Commenting on the broadcast situation, Randy Paul said, “When and if the rights become available, we’ll review and consider the opportunity at that time. TSN has televised CASCAR in the past, so there’s a chance TSN could be a broadcast partner in the future.”
