Change of heart

It's Stewart's time to be sport's outspoken ambassador

NASCAR put on its finest last weekend, preening for the TV cameras, basking in the adulation and putting its best driver's shoe forward during Champions Week in New York City. By all accounts everything came off as effortlessly as Darva Conger's unmentionables, and without a cross word spoken by Tony Stewart.

It's no secret that Winston Cup's first-time champion has a bur inside his fire suit when it comes to the media. And maybe, even probably, he has reason to take umbrage with those who ask "stupid" questions, or questions he deems "stupid." But this isn't to take issue with Stewart's media manners.

No, this is to offer praise. Stewart's off-track antics have been well documented. He still insists he wants to be liked, but not at the price of relinquishing his beliefs -- no matter the subject. Political correctness or media savvy be damned, Stewart is who he is and we can all get over it. The bottom line: He drives for a living; judge him from what he does on the track.

"I've just been a regular media darling this week," Stewart quipped Friday night. Addressing the members of the media in the audience, he added, "I know you've got a job to do. I promise to do a better job dealing with you guys next year."

Fair enough.

I've previously taken exception because Stewart would not back down in the face of confrontation, real or imagined. But I have come to the realization that who Stewart is, what Stewart is, remains more important to the sport than how we -- the media and fans -- perceive him. What some may consider cockiness is more likely a confidence in one's abilities. A confidence gained through success.

But Stewart also seemingly has gotten a handle on his emotions. He even went so far Friday night as to pull out a piece of paper wrapped in a red ribbon. "Mike [Helton] said I had to show him I had my anger management certificate, to prove I finished the course," Stewart said. "This is it."

Dale Earnhardt's devil-may-care swagger was a love him, hate him proposition. Ditto Jeff Gordon, though his swagger is often wrongly perceived as pompous or aloof. There's no reason Tony Stewart cannot share the sport's mantle with the great champions of yesteryear -- Petty, Pearson, Yarborough. Every sport must evolve, so why shouldn't Stewart toss his helmet into the ring and be judged alongside the best?

Besides, from a public relations standpoint, what's not to like about Stewart? He is articulate, handsome and can drive the wheels off a car. So what if he ruffles at having to do promotional gigs, as long as he does them and comes off as believable?

While I do not wholly buy into the ever-growing ratings bonanza that NASCAR incessantly trumpets, I do believe that Stewart, Gordon and the sport's "young guns" can continue to keep stock car racing on the front pages of magazines, newspapers and Internet sites.

As one marketing professional recently told me, the object now is for NASCAR to overcome the image of the sport being a bunch of "hicks driving in circles for three hours." If only the viewing public were that malleable. NASCAR will continue to play to its lowest common denominator, all the while glad-handing the Brooks Brothers suits of Madison Avenue.

However, the fact remains that NASCAR is its own worst enemy largely because of its ever-changing rulebook. What fan hasn't wondered if Mother Nature is going to lend herself to a finish under yellow, or if race officials will red-flag the event to finish under green? What crew chief hasn't gone through -- and passed -- inspection at Darlington, only to be penalized -- with the same equipment -- at Martinsville? Other issues include restrictor-plate racing, scheduling, qualifying and the antiquated points system.

Nonetheless, Stewart can help. And so can Matt Kenseth, and Ryan Newman, and Mark Martin, to say the least of Roger Penske, and Richard Childress, and Joe Gibbs. Someone -- and it might as well be Stewart -- needs to stand up for the drivers, have a face-to-face with Helton and get drivers more involved with the decision-making surrounding their livelihood.

The issue: Hard-and-fast guidelines that will be used from Daytona to Homestead and all points between. For my money, Stewart is just the guy who can rally the fan base. And as Winston Cup champ -- a guy who came from 43rd in the points to front and center in New York City -- he certainly should carry some weight in the garages with fellow drivers. Once that is addressed, other issues can be handled with drivers' input -- a must if the show must go on.

"To be honest, I still don't feel like I'm a representative or an ambassador for the sport," Stewart said last week. "I'm just a simple boy from Indiana. I don't want to be a legend or an icon or anything. I just want to be a race car driver, pure and simple." If only it were that simple.

Congratulations Tony Stewart, you earned the 2002 title. Enjoy the offseason, relax by driving double digits for a change. But know that next year your every move will be dissected and analyzed even more stringently than before. And whether you like it or not, you are a role model, a representative and an ambassador -- for the fans and the drivers.

I trust you will be a winner at handling being the Winston Cup champion, too.

B. Duane Cross is a senior producer for CNNSI.com.

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