In an age where most of the products and services being marketed have a hip-hop jingle, more and more companies are vying for the black dollar. Some are genuinely interested in diversity, while others are merely concerned about increasing their profit margins. When you think about sports in which African Americans participate, NASCAR is not typically one of them. We love cars and go to great lengths to take care of our vehicles. And as children, we are no strangers to Hot Wheels and Matchbox cars. But, where is the disconnect?
NASCAR has long struggled with its drive for diversity and recently developed initiatives to attract more minorities to the sport by enticing them to participate. Nonetheless, marketing efforts for the sport are generally concentrated in areas that have little to no minority representation. The racetracks are often located far from urban populations. Many of those who would be interested in the sport do not know how to get the training or the sponsorship necessary in order to compete. Even though college tours, scholarships and exhibitions have been created in an attempt to resolve the issue, there is still a long way to go before minorities are represented in NASCAR racing.
As the official tool supplier for NASCAR, Craftsman has designed a series of traveling events that give current and prospective racing fans a behind-the-scenes look at the sport. In an effort to further minority representation, Craftsman will host an event this weekend at Gwinnett Place Mall. Participants will receive the opportunity to tour the Craftsman Tech Garage and the mobile TV studio used by ESPN to broadcast their NASCAR coverage, including the cutaway car that is used to describe the action during the race.
African Americans and other minority youth will get a firsthand account of what goes into making the NASCAR experience so special. The event showcases career opportunities in a major sport and introduces them to the culture of stock car racing. As NASCAR officials contemplate the future of the sport, fans can look forward to a more inviting NASCAR, which has taken a “No Excuses” approach to diversifying their industry. –g. webster
Get a VIP NASCAR experience on Saturday, March 6, 2010, from noon to 4 p.m. at the Sears parking lot, Gwinnett Place Mall.
