Making Motor-Sport Relevant to Real People

Does what we do matter?

Some people found my “Straight Talk” contribution to ‘Racecar Engineering’, April 2010, a little too close to the mark but many readers have reacted by resolving to do whatever they can, as soon as they can, to take motor-sport closer to the communities that form our fan bases, pay our bills and keep the sport that we love going. 

Reigning ALMS Champion, David Brabham, is an example of a motor-racing big-hitter who really works hard for good causes. He also cares about communities and is intent on raising the aspiration of young people so that they may better fulfil their inherent potential.  David’s efforts in the Le Mans 24-Hour race this year were for the “Malaria No More” Charity. The Highcroft Racing HPD ARX-01c did not sport its usual Patron branding but, instead, “Malaria No More” was the primary signage on the side of the car, with the aim of raising funds to combat the preventable disease which actually kills a child in Africa every 30 seconds – motor-racing for a purpose indeed.  At Le Mans 2009, Patrick Dempsey and his associates raised a sizeable sum for children’s charities in Seattle from their participation in the race in a Ferrari 430GT.  Race teams across the world are realising that creating enduring partnerships with charities and fund-raising organisations can have the effect of materially contributing to programmes that “make a difference” and generate a real sense of purpose. 

Many sponsors are now insisting that their commercial programmes are supplemented by some kind of charitable partnership.

Motor-sport has to be a ‘good citizen’ too with regard to how it deals with green issues and with matters relating to diversity.  It was heartening to see five women seeking to qualify for the Indy 500 (four took the start).  Without broadening participation in the sport, sponsors and financial backers will always be limited; we must surely all realise that few consumer brands and manufacturers rely upon a predominantly white, male customer base.  Certainly, the USA is seeing female involvement at the highest levels of the sport, something that has happened only very hesitantly in the UK.  Both Britain’s top female racers, Susie Stoddart and Katherine Legge, are currently competing in the DTM, for Mercedes-Benz and Audi respectively.

NASCAR in the United States has been taking the general issue of diversity very seriously indeed.  It’s a truism (which is nevertheless not always respected) that it is simply good practice to take the very best available person for each and every job, irrespective of gender, creed, colour or belief.  The NASCAR ‘Drive for Diversity’ Initiative is geared to the development of minority and female race-drivers but, beyond the driver pipeline, the Initiative is proving to be a cradle for careers in and around the NASCAR racing industry too.  Thus, the sport reflects the hopes and expectations of its fan base, develops raw talent from less conventional sources and thereby helps to nurture and sustain its own future.

For those people across the world for whom motor-sport has not been a part of their lives, the activity is very often seen as remote, elitist and irrelevant.

To safeguard our own careers, we must be more mindful of this and do our best to evangelise about what we do.  It’s a sport and it’s a business at the very edge of technical excellence; it’s man and woman and machine, against each other and against external forces.  If served up right, it can all play a part in achieving something really important and in helping to sustain and build the self-esteem of the human race.

Published: “Racecar Engineering” Volume 20 Number 8 - August 2010