A congresswoman’s attempt to bring an end to the U.S. Army’s sponsorship of a NASCAR team has rippled the motorsports waters so much in the last 48 hours that some feel drag racing could be painted with the same brush soon.

Rep. Betty McCollum, D-Minn., told the Wall Street Journal the Defense Department’s 10-year sponsorship deal with NASCAR racing teams, a multi-million dollar recruiting effort, is a waste of money.

Team owner Don Schumacher, whose DSR operation has been a part of the decade-long marketing program with the U.S. Army, isn’t waiting for the scrutiny to make its way to straight-line racing. Thursday afternoon his DSR team fired a pre-emptive strike.

A congresswoman’s attempt to bring an end to the U.S. Army’s sponsorship of a NASCAR team has rippled the motorsports waters so much in the last 48 hours that some feel drag racing could be painted with the same brush soon.

Rep. Betty McCollum, D-Minn., told the Wall Street Journal the Defense Department’s 10-year sponsorship deal with NASCAR racing teams, a multi-million dollar recruiting effort, is a waste of money.

Team owner Don Schumacher, whose DSR operation has been a part of the decade-long marketing program with the U.S. Army, isn’t waiting for the scrutiny to make its way to straight-line racing. Thursday afternoon his DSR team fired a pre-emptive strike.

“We are proud of our 10-plus-year relationship with the U.S. Army. Don Schumacher Racing, especially Tony Schumacher who has driven the U.S. Army Top Fuel Dragster since 2000, understands its role in supporting the Army's recruiting mission and conducts itself along these lines,” said DSR in a prepared statement posted on the organization's Facebook page.

“Our experience during this past decade contradicts any assessment that motorsports has not been an effective marketing tool in the recruitment process. Tony has received direct feedback from both active soldiers and the families of active soldiers (including those he spoke to on visits to Iraq and Afghanistan) as to the positive impact his interaction with them and other elements of this program had in their decision to join the Army.

“And a look at some numbers from last year alone for the combined NHRA and NHRA program indicates success. The motorsports program generated more than 46,000 qualified leads, more than 1,300 Pledges of Support from key business and community leaders and more than 484 million media impressions (34 million offering specific Army recruiting messages).

“Surveys show motorsports are a passion point for young Americans. It is critical the Army use these passion points to communicate with prospects and those who influence their life decisions. Motorsports is one of the few areas where both prospects and influencers share a high degree of interest. For more than a decade, these sponsorships have allowed the Army, with DSR directly a part, access to schools, venues and influencers that they would have been unable to penetrate on the same scale through any other effort. How do we know – before we were part of the mix, the Army did not have this access; now we not only have the access, but we go back to the same venues repeatedly because we are providing the right connection.

“When we talk to our contacts in the Army, they constantly remind us of our mission and the role we play within the overall marketing program. The program is comprehensive, going well beyond the graphics on the car and Tony’s driving suit.”

The U.S. Army’s involvement with Schumacher is currently the highest profile association in drag racing and clearly is used as a recruiting tool.

In the past, other forms of drag racing have been used by branches of the armed services as marketing tool. Most recently the National Guard was the title sponsor of the American Drag Racing League and select drivers. Kenny Bernstein Racing also signed a marketing agreement with the U.S. Air Force. Additionally, the U.S. Navy, with Tom McEwen, and the U.S. Marines, with first Bob Pickett and then Tom Hammonds, have used involvement with drag racing as a marketing and recruitment tool.

 

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