Minimizing change, focus on product among top goals

NASCAR chairman and CEO Brian France is hoping a return to the basics will lure disenchanted purists back to the sport. Jason Smith/Getty Images

By Bruce Martin, Special to SI.com

CONCORD, N.C. -- NASCAR, now entering its 60th season, has undergone dramatic change in recent years. From switching television networks, series sponsors, implementation of a contrived points race known as "The Chase" and a next-generation race car, it is a league that's appeared to have abandoned its roots.

That is why Monday's announcement by NASCAR Chairman and CEO Brian France that there would be no changes for the 2008 season represents the most dramatic change of all.

France wants to return to the sport's roots and focus on its core base of fans.

"We want our fans to feel like this is the NASCAR we all fell in love with," France said.

In other words, the NASCAR of recent seasons has turned many of its most loyal supporters away.

The diehards that filled the grandstands during the sport's growing years were often shoved aside by the newcomers, who usually begin to follow a sport when they hear it's "cool" -- but fail to stick around when the novelty fades.

So for the 2008 season, France believes it's best to let all the rapid adjustments made in recent years sink in and return the focus to the basics.

"Right from the start, my grandfather, Big Bill, and father, Bill, had a vision for this sport," France said. "One of the principles was to improve the sport and build a fan base across America. We're proud we have been able to attract new fans virtually every year of existence.

"Change has been a hot button with the media and ourselves. There has been a lot of change -- most of it for the good -- but a lot of the changes had to be made like the Car of Tomorrow, which was an eight- or nine-year program.

"We're getting back to the basics and minimize change, which is to focus on the best racing product in the world."

Of course, each new season brings subtle technical advancements and this year is no different, such as several new pit stop procedures and testing rules that really interest the gear-head. And one competition rule which has the "Go or Go Home" groups of drivers -- those outside of the top 35 in points that have to make the field based on qualification speeds -- qualifying at the end of the session when weather conditions are the same.

NASCAR will also donate all fines collected from penalties throughout the season to the "NASCAR Foundation" so it can donate those funds to various charities. According to NASCAR vice president Jim Hunter, nearly $1 million in fines were collected last season in all three of NASCAR's national touring divisions.

Over the past 10 years, there has been an average of $200,000 worth of fines assessed to drivers and teams for various infractions with last year representing an all-time high for penalties.

France and NASCAR want this season to be an opportunity to get back to the principles which made it a unique sport in the first place. And one step toward that objective is NASCAR's decision to "lighten up" on its drivers in terms of expressing themselves.

The personalities of many top drivers have gone from colorful to a whiter shade of pale out of fear of being penalized or scrutinized for voicing their opinion on a controversial subject such as a call in a race.

"We are re-looking to make sure our policies of enforcement don't make it to where our drivers can't express themselves," France said. "There are a lot of personalities and characters in our sport. The escalation is what we are concerned about. We don't want to restrict the drivers expressing themselves."

NASCAR president Mike Helton, who is in charge of punishing drivers for infractions and occasional misstatements, agrees that the character of each driver needs to be showcased rather than stunted.

"We want the drivers to be themselves," Helton said. "Our sport has done very well on the character of the sport and that is built on the drivers that have participated in the sport."

France admitted another factor could help NASCAR regain some of its lost popularity: the prospective return to prominence of Dale Earnhardt Jr. with his new team at Hendrick Motorsports.

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