Out with the old - Uncovering the Past - influence Jeff Gordon's success had on NASCAR - Brief Article - Column

Auto Racing Digest, Oct-Nov, 2003

IT ALL STARTED WITH JEFF GORDON. Just as Gordon had kicked off the trends of top teams fielding young drivers and promoting the series nationally rather than regionally, he was among the first Winston Cup driver to be a marketing giant as much as an athlete. In January 1996, we wondered if Gordon had "Too Much Too Soon?" We were concerned that the young superstar was steering NASCAR down the wrong path. We may have been right.

By 1996, Gordon's talent was undeniable. He was a fresh face taking on the grizzled veterans--and frequently winning. In 1995--only his third full season on the circuit--he won his first Winston Cup championship, becoming the youngest driver in the modern era to accomplish that feat. Less sure was whether Gordon, then 24, was eroding Winston Cup's image.

We asked: "Can the still-evolving superstar lead the sport into the mainstream without acting like a mainstream sports idol and stripping Winston Cup racing of the country charm that helped make it so popular in the first place?" On the track and the merchandise stalls, "Wonder Boy" was challenging "the Intimidator"--to the dismay of a lot of longtime fans.

Gordon even had security guards accompany him through the garage prior to the 1995 Daytona 500. At that race, his team also posted a "no autographs" sign. When he reneged on a short track appearance, things really hit the fans, some of whom made "Anyone But Gordon" signs.

We defended Gordon saying: "The media and the fans seemed to want Gordon to become Winston Cup's next legend ... and created excessive demands on his time that can't always be met." In the seven years since, Winston Cup has surely expanded beyond the South, and the demands on not just for Gordon but the entire sport have grown exponentially. It's no longer only a Southern sport--and that's a good thing--but unfortunately its country charm may be disappearing as well.