Some of you kids may not remember this, but one of the notable events in the 1980’s was the start of the “Cola Wars,” the battle fought between soft drink giants Coke and Pepsi. They called each other out by name, staged “challenges” in shopping malls and parks, and introduced a flurry of new products; the biggest releases wound up colossal failures.
Why cola? Well, I’ve tired of the CART/IRL comparison so I’d try something different. And frankly, I think this comparison is even more fitting.
In 1985, Coca-Cola stunned the world with the release of “New Coke.” It was a totally reformulated version of their timeless classic. None other than 80’s TV luminary Bill Cosby greeted us on our screens with promises of a product that was new and better than the original. Being the spokesman for New Coke would prove to be his worst role since Ghost Dad.
The World of Outlaws 2006 style is eerily similar. It’s a total reformulation with several new faces, led by perennial podium finishers Craig Dollansky and Donny Schatz. Could it be better than the original? Yeah, it tastes kind of like Coke, but it’s different and several fundamental problems remain. Tracks are rubbering up quickly with the big, soft tires rendering many A features a single file pace lap with the race being determined by whose tire blows up last. Lineups put the fast cars up front, their order only slightly jumbled by two dashes which often amount to glorified hot-lap sessions.
The Outlaws still lack a major series title sponsor (like Pennzoil) and questions of DIRT’s financial future are still unanswered. While they’ve improved their media presence thanks to Chris Dolack (one hard-working SOB), they still are broadcasting on second-tier cable networks and are being placed into further obscurity by NASCAR’s juggernaut. Their recently released schedule has many “To Be Announced” dates, and misses many major markets. As of today (Jan. 9), there are no
There are some positives here though. The Outlaws are getting fresh young faces such as the second Mike Woodring gender-stereotype-busting prodigy Becca Anderson and young Justin Henderson, though after an up-and-down stint in 410s raced weekly 360’s at Eagle Raceway in 2004. Even “young” guns such as Schatz and Joey Saldana became series veterans. Middle of the pack drivers such as Randy Hannagan see the dollar signs of a point fund check unlike any other they’ve received and flocked to full time slots with the New Outlaws. Though Kraig Kinser’s and Erin Crocker’s departures to NASCAR may seem like a loss to the Outlaws, I actually think this was a boon as it shows that the path to fame and fortune can run through the winged 410 ranks and not just midgets or Silver Crown.
Unfortunately, New Coke died a violent death. A sales disaster, Coca Cola was blasted by loyal customers through letter-writing campaigns. Shortly after, Coke Classic – the new name for the old standby was released and New Coke eventually vanished to the dark catacombs of Coca Cola history. Will fans revolt? Will this new formula be able to stand on name alone?
Anyone remember 1992's Crystal Pepsi? Yes, same great Pepsi taste, with a new look. It’s kind of like the “National Sprint Tour,” don’t you think? The racers you’ve come to love like Kinser, and Lasoski in a new package. The hottest news in dirt track racing in 2005 was “the split,” where several of the Outlaws “Mean 15” core group bolted from the series to follow Brian Healey and his National SprintCar League, all wrapped up nicely in a Richard and Kyle Petty package. The NASCAR legends stood shoulder to shoulder with the legends of dirt and declared that they were the future of sprint car racing.
It looked like a tempting package, the Petty name could overcome the World of Outlaws brand and of course there was the perceived “upgrade path” for its young drivers. What a deal! But outside of the press conference what else was there? Promises by Tony Stewart and Kasey Kahne to field cars, but precious little else. No infrastructure, no plan, no tracks (save for the obvious) and within months, the NSL folded without ever running a show.
Several of the “former” Outlaws begged to be let back in, but DIRT said no – their spots had been taken. They were welcome to run, but would receive none of the perks of the Mean 15: no tow money, no guaranteed point fund money, etc.
Coming to the rescue was super-promoter Fred Brownfield. A former racer, entrepreneur and promoter of the popular Northwest Tour, Brownfield gathered the snubbed defectors and formed the National Sprint Tour.
But they too lack title sponsorship, TV packages and their schedule is a bit smaller than WoO seasons of the past (not that it's a bad thing). Problems aside, they are led by one of the nation’s best promoters who understands the business of racing, not only from a racer’s standpoint, but also the fans and sponsors. And, recognizing the escalating costs of 410 racing, NST drivers and owners have publicly stated they are willing to make sacrifices to help get the series rolling.
There are several other questions to ask of 410 sprint car racing.
What about the incredible costs of motors and tires?
How do you fill fields now that you’re split in two?
What incentive do locals have to fill the fields anyway?
Will the racing improve?
What do you do about the biggest expense: TRAVELING (which by the way will plague the ASCS national tour just as hard as any other group)?
Where does this leave us fans? In a crowded entertainment market with minor league baseball, basketball and football teams, home theaters, junior’s soccer games, two income families and precious little free time, it’s going to be tough for either group. Can the New Outlaws still carry the weight, even though the championship winning drivers are gone? Will the NST be able to build a new league on talent alone?
Now, New Coke and Crystal Pepsi never competed directly against each other, and it would be a hell of a reach to say that because failed soft drinks and current sprint car leagues have some similar traits, it’s an indication of their futures.
At least I hope it isn’t….
-Jason
