Baca bringing helmet, briefcase to Dallas
DALLAS (Sept. 19) -- Top Fuel driver David Baca stepped into the
corporate world big-time in 2006 when he announced a major sponsorship
agreement with Mach 1 Air Services, a Phoenix-based freight forwarder
with a worldwide client base. He still chases glory one quarter-mile
at a time, just as he will at this weekend's 21st annual O'Reilly Fall
Nationals, but he also knows he needs to tout his backer's products and
services while entertaining their corporate guests.
"I spend 99 percent of my time working for my sponsors," Baca said,
"and the other one percent screaming down the racetrack. And I'll tell
you this; I get almost as big a charge out of strengthening an existing
business relationship with a Mach 1 client, or even better -- creating
a new one, as I do going 330 mph. Of course I really stress the word
'almost' in that statement. I know nothing compares with a Top Fuel
ride."
Dallas is a big market for Mach 1 Air Services and the company plans to
bring several hundred guests to Texas Motorplex throughout the weekend.
"It's cool because you get to introduce a lot of people to the sport,"
Baca said. "It's been my experience that once someone comes out to a
race, they're always blown away. If we can show them a great time, a
memorable time, and tie it together with the relationship they have with
Mach 1, then it's a win-win situation.
"The beauty of drag racing is we can take our guests and fans right up
to the side of the racecar. They can ask me questions, ask the crew guys
questions, and see how we work up close. It's unlike any other sport.
You can't stand on the sidelines and talk to the players at an NFL game.
You can't even get within 100 feet of a NASCAR driver. But out here we
encourage it. I love that about our sport."
Baca's not afraid of asking his guests to back his sponsor more
vigorously. As the owner of Allstate Contract Floors in the San
Francisco suburb of Pittsburg, Calif., he knows the importance of
customer service and providing value for money spent.
"Mach 1 is in the business of moving freight," Baca said. "We're out
here to raise awareness for their brand, get them more business, and to
entertain their clients through different channels than the average pair
of tickets to the baseball game kind of deal. When I have time between
rounds, I like to sit down with our guests and get them talking about
their business and how Mach 1 can help them.
"Those of us in the motorsports world know we need corporate dollars to
stay competitive. We have to go above and beyond putting someone's name
on the car. We need to make the program work from all angles. Some guys
think that part sucks but I like that side of it. I want Mach 1 to be
a part of this team for many years to come and I want them to see that
this arrangement works for them big time."
-credit: dbr
