Auto Racing, NASCAR

The emergence of women as an influential segment in sports can be found in all components of the sport industry. From a growing and influential portion of the fan base to top-level managerial positions in leading sport organizations, the impact of women is more evident than ever. Perhaps nowhere in the sport industry has the dramatic growth of a female presence been more evident than in the National Association for Stock Car Auto Racing (NASCAR).

Although NASCAR is frequently viewed as a “male sport,” it has a lengthy history of openness and inclusion for women. As early as 1949, NASCAR recognized the potential benefits of including women, when legendary owner, the late Bill France, Sr., recruited Louise Smith as a driver. During her career, Smith won more than 38 NASCAR sponsored events and was inducted into the International Motorsports Hall of Fame. Following Smith's breaking of the gender line, other females have participated as NASCAR drivers. Notable female drivers were Janet Guthrie during the late 1970s and Erin Crocker during the early part of the past decade.

Today several women are competing to drive full time in NASCAR. In 2009, Indy-car sensation Danica Patrick signed a two-year contract with JR Sports and drove in NASCAR's National Series beginning in 2010. Patrick teamed with NASCAR legends Dale Earnhardt, Jr., Rick Hendrick, whose cars won the NASCAR Cup Series title from 2006-2009, as well as champion drivers Jeff Gordon and Jimmy Johnson. Chrissy Wallace, niece of NASCAR legend Rusty Wallace, also signed a contract to drive in NASCAR's Craftsman Truck Series in 2010. The ramifications of Wallace and Patrick decision to drive in the NASCAR circuit will undoubtedly bring additional attention and potential sponsorships to the popular sport.

NASCAR's promotion of female involvement has not focused solely on the development of female drivers. Research estimates indicate that between 35 percent and 42 percent of all NASCAR fans are females. These figures, approximately 30 million fans, represent a higher female fan base than the National Football League or Major League Baseball. Financial projections indicate that female fans will spend in excess of $250 million dollars annually on NASCAR licensed products.

[Page 115]NASCAR is also frequently acknowledged as having the largest number of females in high-profile, decision-making positions ranging from team owners to track presidents. For example, Lesa France Kennedy, CEO of International Speedway, was named “The Most Powerful Woman in Sports” by Forbes magazine in 2009. Kennedy was named President of ISC in 2003 and promoted to CEO in 2009, directing an organization that generates over $750 million annually. NASCAR offers women a multilayered, multifaceted avenue for involvement. From emerging female drivers to its growing female fan base to sport management, the face and makeup of NASCAR is rapidly evolving. For a sport that has been traditionally viewed as a men's only sport, it is now evident that NASCAR is for everyone.