For anyone who thinks that NASCAR’s announcement to ban the Confederate Flag was a knee jerk reaction to all the recent protesting, think again. It was the latest, and boldest, step by the circuit over a series of years to address and promote inclusivity not just in the sport, but to a wider audience that it needs to be engaged with so that it keeps growing. Growing will have its pain for some, but leadership
The announcement Wednesday, which most outside of SBJ’s Adam Stern didn’t really see coming right now, was one of the wow moments even for the most jaded of people in and around the business of sports. However, it was not an isolated step, and certainly one that did not happen with a. great deal of thought.
The debate around the Confederate Flag and NASCAR has raged for years; it was an issue five years ago after nine black churchgoers were slain in Charleston, South Carolina and leadership said they would look at policies; NASCAR even ran a promotion to have people swap Confederate flags for American flags for some time…but the public stance was never fully changed until now.
The ban, which was announced before Wednesday night’s race at Martinsville Speedway in Virginia, was pushed to the forefront this week by Bubba Wallace, NASCAR’s lone black driver and an Alabama native who called for the banishment of the Confederate flag and said there was “no place” for it in the sport.
Wallace drove Richard Petty Motorsports’ No. 43 Chevrolet with a #BlackLivesMatter paint scheme. Wallace, wearing an American flag mask, clapped his hands when asked about the decision before the start of the race. He also wore a black “I Can’t Breathe” T-shirt but did not kneel during the national anthem.
While Wednesday was a seminal moment in a larger conversation about race, especially tied to the platform of sports, it is worth acknowledging that it was preceded by other forward-thinking events by NASCAR leadership. On Sunday, NASCAR unveiled a video promoting social change, one that sent another strong message because almost all of those in the video were white, a key and somewhat overlooked message in the last few weeks, as the predominant number of athletes voicing outrage and change have been of color…unified multiracial messaging is going to be key to growth and healing, and NASCAR delivered there.
Also on Sunday, a black NASCAR official, Kirk Price, took a knee in what may have been a first for the series and President Steve Phelps addressed the drivers before that race and vowed to do a better job of addressing racial injustice in the wake of Floyd’s death.
Also, noteworthy but not to be overlooked during the whole process was the circuit’s promotion for inclusiveness to the LGBTQ Community as well, another move which probably would have been met with criticism and corporate worry just a few years ago.
The outreach has been far reaching and holistic to many, and sends a real strong message to other leagues, teams and athletes who may still be silent or weighing options. Make no mistake, the inclusive outreach is not something that will be welcomed in some areas, and the indignance by some fringe drivers, to even a PR person for one of the drivers, was expected and was handled well. That opposition by the way, should also be part of an open discussion and even education, as opinions and passion on both sides will remain strong, and in some ways, many will just agree to disagree. If you are any major business, not just a sport, like NASCAR is, you answer to so many constituents, not the least of which are the fans.
A big part of that answering starts with listening, and there is little doubt that league officials used every means possible to listen to all its constituents (which includes brands and media partners as well) before making a decision which to some outside the culture may seem like a no-brainer. Rest assured it was not an easy one, even if it is the right one.
How much blowback remains to be seen, as fans will slowly return to the tracks in the coming months, and broadcast ratings will be watched. However what should also be watched are all the larger ways public sentiment can be measured these days; elements like share of voice and tone factor so much more today in decisions than a broadcast rating, and the ability to address sentiment on vast social channels is also greatly important in the way the NASCAR brand continues to grow and literally move ahead.
NASCAR’s timing also inserted them into a much larger debate about race in America, one which for a good part of their history they may have been included, rightly or wrongly, on the downside of. They can’t deny their history of growth and support in geographic areas where racism has been a major issue for decades. However, they also have probably not gotten enough credit for trying to move the diversity and inclusion issue in recent years. This past week’s series of announcements and steps moved them into their best position ever to make people aware and show the substantive steps the circuit has taken to truly change, and it is certainly worthy of praise and support.
So, what lies ahead? Obviously a very strong inclusion stance for new voices, and hopefully a solid listening position with those loyalists to the brand who also spend millions…bringing divergent opinions together is what sport always hopes to achieve, and this case should be no different. At it’s core NASCAR has always preached high octane entertainment; it was on its fringes that the worries existed for a wider audience, and by making some bold steps, those decisionmakers who have been on the outside may look more inward to NASCAR in areas like spending and share of voice.
Of course, this battle for inclusion is not over. It is still very much an uphill race for many. However, by speaking and acting boldly NASCAR moved off the sidelines and into the louder, and longer, battle for education, diversity and social responsibility. A move much needed and clearly welcomed. By most.
