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Cheever deals with champion's demand
Posted: Wednesday May 26, 1999 09:13 PM
INDIANAPOLIS (AP) -- A fan crept up to the table, bashfully asking if he could have his picture taken alongside Eddie Cheever. "Do you want a picture of me because I'm Eddie Cheever?" the driver asked. "Or do you want a picture of me because I'm the winner of the Indianapolis 500?" "Because you're the winner," the man admitted, sheepishly. From journeyman to defending champion, Cheever was very much in demand Wednesday afternoon as thousands of fans converged on Indianapolis Motor Speedway for "Community Day," taking advantage of a chance to mingle with the drivers. One of the longest lines queued up at Cheever's garage, stretching around the building while he signed pictures, hats, shirts, bricks, helmets and ticket stubs. "Life changes after you win the 500," said Glenn Barton, who collected Cheever's autograph with his two young sons. "He's a historical figure now." Cheever and the other 32 starters will make their final tune-up for the race on Thursday in a two-hour practice known as "Carburetion Day," the only time between the end of qualifying and the race they're allowed on the 2.5-mile oval. In the meantime, Cheever refused to concede that the title of Indy 500 champion has lost its luster in recent years, despite all evidence to the contrary. Sure, the 4-year-old war between the Indy Racing League and its more established rival Championship Auto Racing Teams has divided the open-wheel competition as NASCAR is booming in popularity. But Cheever's aching right hand told a different story. "Look at this line," he said, unable to see the end of the autograph seekers. "I've been signing stuff nonstop since I got to Indy." He's also noticed that fans who used to call him "Eddie" now refer to him as "Mr. Cheever." He admonishes them that nothing has changed, even though he now has an impressive new line on his resume. Actually, though, things have changed. In his younger days, Cheever was perceived as aloof and maybe a bit arrogant, the product of racing in the tunnel-vision world of Formula One from 1978-89. Now, at 41, he's a kinder, gentler man going through life at 220 mph. "I have a lot more patience than I used to have," said Cheever, who will start Sunday's race from the inside of the sixth row. "I guess I found something I like, which is racing on ovals. It's ridiculous, too. My whole background is in road racing." Clearly, from the devilish look in his hazel eyes, he's enjoyed the fruits of his Indy triumph, though he's a bit short of specifics. "Look, I'm a 41-year-old bachelor who's the Indy 500 champion," Cheever said, grinning. "That's all I'm going to say on that subject." The more material benefits are harder to uncover, too. Cheever's face didn't adorn a box of Wheaties after his Indy victory, nor did he land a big-time sponsorship for his self-owned team. In fact, the obscure potato chip company that backed him a year ago pulled most of its money. Now, the Cheevermobile is supported by Children's Beverage Group, a little-known Texas company that makes packaging for kids' drinks. Bruce Barnes, president of a California marketing firm that works with a number of former 500 champions, said it's difficult to sell open-wheel racing to corporate America as long as there's a split between the IRL and CART, "Eddie is a terrific spokesperson," Barnes said. "I think he's capitalized as much as possible under the circumstances. Obviously, there's not as much focus on the Indy 500 as there used to be." Nevertheless, Cheever doesn't sound all that excited about talks to end the IRL-CART feud. Like a seasoned PR man, he quickly espouses the IRL's mantra of keeping costs under control, promoting competition and focusing on American-based oval racing. "To even consider backing down from that philosophy so the IRL could incorporate another series would be a serious mistake," he said. Besides, Cheever has his eyes on other goals. He is trying to start his own NASCAR Winston Cup team, saying there's a 70-percent chance he'll be racing with the good ol' boys next year. He chuckled at the thought of a life going full circle. "I've come from the most elite racing circuit in the world," he said. "In Formula One, we used to helicopter to and from the circuits. This is a total change in my approach to racing. I think it's great." About that time, a man and his young son approached Cheever for an autograph. "This is the guy who won the race last year," the father told his son. Cheever seized the moment. "I'm the man who's going to win the race this year."
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