Subscribe

Sign up for free

  • Get quick access to your favorite articles

  • Manage alerts on breaking news and favorite drivers

  • Make your voice heard with article commenting.

Motorsport prime

Discover premium content
Subscribe

Edition

Global
Interview

Despite detractors, Roger Penske believes NASCAR “is in great shape"

Before race fans get the impression that the NASCAR sky is falling, take another look.

Roger Penske, Owner Team Penske

Roger Penske, Owner Team Penske

Alexander Trienitz

Roger Penske, Owner Team Penske
Race winner Joey Logano, Team Penske Ford
Colin Abraham, Shell; Roger Penske, Teamowner Team Penske; Joey Logano, Team Penske; Sydney Kimball, Shell, Helio Castroneves; Team Penske
Brad Keselowski, Team Penske Ford Joey Logano, Team Penske Ford
Roger Penske, DJR Team Penske
Joey Logano, Team Penske Ford, Brad Keselowski, Team Penske Ford
Brad Keselowski, Team Penske Ford and Joey Logano, Team Penske Ford
Team Penske Ford detail
Brad Keselowski, Team Penske Ford
Car detail, Kurt Busch, Penske Racing Dodge
Brad Keselowski, Team Penske Ford
Brian France, CEO and chairman of NASCAR

Yes, attendance is down. Yes, ratings are down. Yes, there appears to be more real estate available for sale on certain cars in the garage. 

But the blue chip teams are still thriving. 

Still a good investment

In the last two days, two of NASCAR’s hottest drivers signed extensions with their teams. FedEx sang Denny Hamlin’s praises on Thursday after announcing a multi-year deal with Joe Gibbs Racing. On Friday morning, principals from Shell/Pennzoil extolled the benefits of the global business-to-business relationship with Roger Penske while confirming support for Joey Logano to the tune of a seven-year contract extension for the sponsor, driver and crew chief Todd Gordon. 

“I was Super Bowl Chairman in 2006 in Detroit, and we had to put seats in to have 70,000,” Penske told motorsport.com. “Well, we have better than a Super Bowl every weekend. If you stack the social media today with the fan base, the sport is in good shape. I can tell you, the people like FedEx, Shell or Miller — the key companies — wouldn’t be investing if they didn’t see it develop a benefit.

“Today, there’s a lot more scrutiny on return on investment. There’s no question that these bigger companies look at that even closer because of their shareholders.”

Roger Penske applauds changes

Last season, Penske celebrated his 50th anniversary in racing. He has experienced the evolution of the sport from behind the wheel to the spotter’s stand — and everything in-between. Penske doesn’t believe NASCAR is stagnant. He applauds the industry for thinking outside the box this season by reinvigorating the points system once again and offering bonus points for distinct stages of a race. 

“TV has pushed for that, which I think is good,” Penske said. “We need some changes. But it’s going to make racing throughout the whole race important. So if someone wants to tune in or tune out, they’re going to be able to see something that’s going to be very competitive. 

“From my perspective, I think we’re rebalancing. I think we built tracks with too many seats. People are now connecting with their phones. They can sit with a driver in his car during the race. There’s different ways for them to connect. To me, after the financial crisis in 2007 and 2008, typically sports have taken somewhat of a back seat, because people don’t have the spendable income. What people are saying is, ‘Let’s go to one event,’ so maybe you can’t go twice to a track. That might have some impact from an attendance standpoint.'

Sponsorship is more than a sticker to Penske

Even Team Penske has seen a shift in sponsorship over the last decade. Despite Brad Keselowski winning the Cup title in 2012, long-time supporter Miller Brewing cut back its sponsorship slightly two years later

Over the last three seasons, the duo of Keselowski and Logano has won 23-percent of all Cup races. Penske believes that performance is key to maintaining solid relationships with partners. Of the Team Penske sponsors in motorsports, whether in NASCAR, IndyCar or Australian Supercars, 25 of 38 enjoy a relationship with Penske outside of the race track. He insists a sponsorship “isn’t just a sticker (on the race car). It’s a real connection.”  

“For me, I’m using (motorsports) as a tool, a common thread through our business to create our brand image — certainly to show integrity and transparency of our company — and of course, the best thing, is to build people. Then with this, we can give back to many things throughout our community.”

Penske was not pleased with the recent Wall Street Journal article citing differences of opinion within NASCAR’s founding France family. While NASCAR has endured its share of growing pains, similar challenges have affected the stick and ball sports as well. 

“From my perspective, the sport is in great shape,” Penske said. “I hate to see articles when they’re talking about family and who says this and who doesn’t. I was on the board of ISC for a number of years, and I never saw more people in parallel and on the same position in many boards that I’ve sat on. 

“We need different opinions. If you don’t have different opinions, you don’t go forward. I think we’re going to have a great season.”

Be part of Motorsport community

Join the conversation
Previous article Kyle Busch leads train of Toyotas in Friday's second Cup practice
Next article Nature's Bakery countersues SHR over Danica Patrick sponsorship

Top Comments

There are no comments at the moment. Would you like to write one?

Sign up for free

  • Get quick access to your favorite articles

  • Manage alerts on breaking news and favorite drivers

  • Make your voice heard with article commenting.

Motorsport prime

Discover premium content
Subscribe

Edition

Global