Jeff Burton and Ward Burton have been one of the biggest icons of NASCAR history. Together, the Burton brothers have made a lasting impact on NASCAR’s history. While Jeff built his reputation as a consistent and methodical driver, Ward became known for his fierce competitiveness and outspoken nature.
Despite his success, he retired in 2003, frustrated by the sport’s management. Recently, Ward revealed his reasons for questioning the sport and the French family.
Wade Burton slams NASCAR management
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In the latest episode of the Crossroad podcast, all four NASCAR Burtons, Ward, Jeff, Harrison, and Jeb Burton sit together for the first time to discuss the sport. During the podcast Ward revealed key details of his issues with the sport and why he wants some more changes in the management. Ward praised advances in car safety, crediting his brother Jeff Burton and others for their efforts. But he criticized the racing quality.
“The cars are much, much safer, which is great. But the racing is no better. And like Jeff is saying with all the money being spent and that there a not one car owner in the entire truck or Xfinity garage now that AJ Allmendinger is gone, he was the only driver that got put in a car that had sponsored without him bringing it. So now there’s none and the same thing as heading to the Cup series. And some of it’s always there. As y’all know the sanctioning body needs to do. I think it needs to be run by racers. I got nothing against the France family, but I think sometimes they are not in the driver’s seat of what the racers are going through.” he said in the podcast.
It’s worth noting that in the last few years, multiple drivers have lost their seats in NASCAR due to sponsorship issues. One of the biggest examples of this is Kyle Busch who left the Joe Gibbs Racing after a lot of sponsorship issues. He had accused Gibbs of not selling him much while sitting with Oracle’s offer. “Did JGR try hard enough to sell me? My answer to that is no,” Busch said. “So, I’m like, ‘There’s no way they’re going to do a NASCAR deal. Not a chance.’ So, I told those guys, ‘Look, you got to look elsewhere. You got to look outside,” he further added.
via Imago MARTINSVILLE, VA – MARCH 24: 10: Aric Almirola, SHR, Ford Mustang SHAZAM! / Smithfield battles 14: Clint Bowyer, SHR, Ford Mustang Mobil 1 / Rush Truck Centers during the 70th Annual running of the STP 500 Monster Energy NASCAR Motorsport USA Cup Series race on March 24, 2019 at Martinsville Speedway in Martinsville, VA. (Photo by David J. Griffin/Icon Sportswire) AUTO: MAR 24 Monster Energy NASCAR Cup Series – STP 500 PUBLICATIONxINxGERxSUIxAUTxHUNxRUSxSWExNORxDENxONLY Icon9531903240535500
This has been quite obvious in the last few decades. For example, take a look at Paul Menard’s record in NASCAR. With an average finish of lower than 15th position on all tracks, Menard continued to race in NASCAR because of his family’s wealth. Similarly, in recent years, fans have argued the marketability aspect remains crucial when bringing in new drivers. Toni Breidinger’s arrival in NASCAR was one of these moments. Although Breidinger has a positive NASCAR record, one of the major reasons fans thought Tricon brought her in was her being able to bring in sponsors.
Breidinger is a Victoria’s Secret model and has a massive social media following. Ward’s comments show a troubling trend in NASCAR. Drivers are judged more on their ability to attract sponsors than on their performance.
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Why sponsorship is a big deal for NASCAR teams?
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Now, while Ward’s comments may ring alarm bells for most fans, it’s also important to remember these NASCAR teams don’t just have to hire drivers, they have to pay every single member of the team and turn over a profit to successfully continue in the sport. Running a team doesn’t come cheap, and sponsors are the biggest way of keeping the team from shutting down. Take Stewart-Haas Racing for example. The team faced operational difficulties and had no choice but to shut down, and lack of sponsors was a big part of all this.
But were things always this way? Have teams always brought in drivers because of their sponsorship potential? Not necessarily. A few decades ago, drivers like Jimmie Johnson and Jeff Gordon emerged during a time when racing was much more affordable. The sport was incredibly popular, and sponsors wanted in. Drivers could secure funding and show their talent without financial pressure.
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Cut to 2024 and things look much different. While NASCAR is still popular, things are different. With falling viewership numbers following COVID years, sponsorships aren’t abundant, and teams have felt the hit. SHR was just one example. Another big team, Joe Gibbs Racing, lost FedEx as a sponsor this year and they’re scrambling to find a replacement. Perhaps with the $7.7 billion deal coming into play, fans might see a change in the scenery with a new wave of sponsors. What do you think? Let us know in the comments down below!