Bruton Are You Listening?

5/5/05

don’t think there’s been a more controversial statement by anyone in motorsports than when O. Bruton Smith said, “I have an interest in NHRA, I'm extremely serious. It could happen in a week if they decide they want to sell it,” as reported by Las Vegas journalist Jeff Wolf. That short statement started an explosion of comment, speculation, spy reports and “not for sale” protestations from NHRA management.

No doubt, change is good and across-the-board positive raves from the sportsman ranks to nitro mega-owners, Bruton’s interest in drag racing was a breath of fresh air in a very stagnant environment. Bruton’s professed interest in drag racing may have provided the biggest visibility boost in the last twenty years. It’s not over till it’s over, but it is clear that his company Speedway Motorsports, Inc. needs to keep feeding and growing… Wall Street expects it; the stockholders demand it and motorsports (especially drag racing) desperately needs growth.

If, as has been rumored, NHRA is now looking for a “marketing partner” to operate their owned properties, a marriage of sorts may be in the offing between SMI and NHRA.

But wait, there’s more! Hey Bruton, I know of a relative bargain that is based in your neck of the woods, one that you could mold into your vision of drag racing. It’s called the IHRA. It’s been compared to AAA baseball, but continues to provide the only professional drag racing alternative to the NHRA. They put on entertaining shows, but their owner Clear Channel has not provided the guidance necessary to take the IHRA to any higher level. IHRA remains in the long shadow of the NHRA

ADVERTISEMENT

Now with a nearly 60% drop in first-quarter earnings, lawsuit losses, radio ratings dives and arena concert conflicts the Clear Channel empire is coming apart. Their board of directors expects to complete the spin off of its outdoor advertising and entertainment businesses by year-end. Clear Channel Motorsports has Monster Trucks, AMA Supercross and Arenacross, Dew Action Sports Tour, Professional Bull Riders and the International Hot Rod Association.

What an opportunity for billionaire track owner/manager/operator/builder Bruton!

After listening to the recent stockholders teleconference in late April, SMI’s Humpy Wheeler talked of flatness at their premier tracks like Charlotte. If your racetrack is perpetually “sold out” for NASCAR events, how can SMI grow revenue for stockholders without grabbing another Cup event? Jump into drag racing.

If Bruton is not on the horn right now with Clear Channel CEO Lowry Mays, he needs to grab that phone. Bruton, with your purchase of IHRA you can show NHRA how to market drag racing in this century. The first change I’d suggest is to combine Top Fuel and Funny Car to offer $1 Million for the nitro season championship and half a mil to the runner-up. Do you think Don Schumacher, the Snake or John Force will continue to ignore IHRA events with that kind of money on the line, no way!