Whether you agree or disagree with Brian France’s political views is irrelevant. From a purely business perspective, NASCAR’s CEO and Chairman France’s endorsement of Donald Trump on Monday was a dicey move.
At a rally in Georgia on Monday, France praised Republican presidential candidate Donald Trump, calling him a family man and a “winner”:
“I’ve known Donald for over 20 years. I’m going to tell you one thing about him: You know about his winning in business and success. I’m here to tell you he wins with his family. … Any of his children, you’d be proud to have them as part of your family. That’s how I judge a winner, how somebody manages their family, raises their family.”
Camping World CEO Marcus Lemonis — whose company sponsors the Camping World Truck Series — said that endorsements like France’s have no place in business.
NASCAR spokesperson David Higdon responded by telling ESPN France had come to a “private personal decision.”
That, in a nutshell, is why it’s a short list of commissioners who foray into the world of political endorsements. It’s simply a bad business decision.
Some may counter that NASCAR is a niche sport that is destined only to be popular among a certain segment of the populous, and while that may be true now, that’s not the ultimate goal. Sports commissioners want world domination. It’s why the NFL is flirting with London and soccer with America; commissioners want to export their product to as many people as possible because that’s where the most money is. More overall money means more prize money, which lures more people into the sport and thus boosts the quality of competition.
Sports can survive in a niche, but they thrive on scale.
(AP Photo/Stephen B. Morton)
But as we’ve seen with Manny Pacquiao recently, taking political stances can throw a wrench into that lucrative climb. You can’t begrudge anyone their own opinions, but make no mistake, there is nothing “private” or “personal” about this one from France. This was a public declaration; France has embedded himself on one side of a debate while trying to appeal to the other. By choice, he has placed himself behind the eight ball.
Through no fault of its own golf is facing something similar. The industry entered into a business relationship with Trump long before he was a presidential candidate, but now it’s stuck in a no-win situation. Whether they cut ties with him or not, both decisions are read as inherently political.
(Mark J. Rebilas-USA TODAY Sports)
It’s the worst kind of headache for a commissioner, and it’s why most run from the very idea of it. Even France himself recognized as much last year when NASCAR yanked some political events from Trump Doral, but for some reason, he came back again.
Where does this leave NASCAR fans? It’s great if you agree with the person running your sport, but infinitely frustrating if you don’t. Suddenly your escape has become just another vehicle others employ to get their message across. Suddenly the sport you love feels tainted, like you’re being used, and rather than an exhibition of what we aspire to be, it all starts to feel rather seedy.
