
A pair of old and very dear friends, Jack Daniels and Jim Beam, have each decided that they no longer want to be affiliated with NASCAR. The decisions came down within 24 hours of each other and NASCAR fans were heard screaming all the way from Cherryville to Fayetteville. This means no more cool race shirts and hats with Jack Daniels or Jim Beam splashed across them. But it also signifies that NASCAR is in deep trouble.
The fact that Jim Beam, the world’s largest selling bourbon, thought it would get much more bang for its buck by leaving NASCAR and sponsoring Kid Rock’s world concert tour tell you all you need to know about how things are going in the sport that used to have the most dedicated following in the country.
What all this signals is that the trend of NASCAR losing its popularity is continuing. Need further proof? How about checking out the rating from Sunday’s race, which were down 21.9 percent from last year. Overall, only five races this season have equaled the ratings of the same event last year.
People aren’t watching because NASCAR has become boring as boring can be.
Unless it’s Daytona, Charlotte or Talladega, I refuse to watch the entire race. Instead, I see what time the race came on, and then three hours later will watch the final 10 laps … if I remember to do so or don’t get sidetracked doing something more exciting, like clipping my toenails. And to be honest, I generally won’t watch all of the three races I listed above, though I certainly will watch more of them than any of the others.
Apparently I’m not a lone in this. People everywhere have quite showing up at NASCAR events and have quite watching. I think it’s because of the cars and the drivers.
The cars are designed to all look alike now. Remember when there was a distinct difference between Bill Elliott’s Ford Thunderbird and Dale Earnhardt’s Chevy Lumina. Chevy and Ford fought all the time for the loyalty of fans. You were either a Ford guy or a Chevy guy. Now, everyone is a Car of Tomorrow guy.
Then there are the drivers.
This is a true story: A few weeks ago I was at the Epicenter in Charlotte, which is a big complex that houses several bars and restaurants, when some skinny white dude walked by without a throng of people around him. He had five people at the most in his little entourage.
A friend of mine said to me, “Do you know who that is?” I said, “I haven’t got a clue.” He said, “That’s Denny Hamlin, the NASCAR driver.”
Here’s my point: Hamlin had just won the previous weekend’s race and he currently stands third in the Chase standings and he was walking through this massive crowd and very few people recognized him or even cared. He didn’t have a bunch of groupies or fans following him, just a couple of friends at his side. I didn’t see one person ask for his autograph or to have a picture taken with him.
Drivers have become boring, just like the cars and races. Few of them are from the South anymore and they all wear hair gel. It’s hard to tell one from the other.
Now ask yourself this: Had that been Rusty Wallace, Elliott, Darryl Waltrip, Earnhardt, Sr., or just about any other top 15 driver from the 80s or 90s, would he have been recognized and would he have been able to walk through a massive crowd in Charlotte without getting asked for an autograph?
It’s clear that NASCAR isn’t what it used to be and it’s doubtful it ever will be again. Is this the beginning of the end?
My friends Jack and Jim think so.