It starts with one girl . . . Danica.

While other women have preceded Danica Patrick behind the wheel, including
Ethel Flock, Louise Smith, Janet Guthrie, Lyn St James, Denise McCluggage, Pattie Moise, Shirley Muldowney and others,
. . . none have done so with the media fanfare that Danica brings to motorsports.

Motorsports is no longer just a "Good ol’ Boys Club" and it’s fitting that another woman is credited for crafting Danica’s NASCAR deal. Kelley Earnhardt Elledge, President and co-owner of JR Motorsports, is the one responsible for negotiating the terms of Danica’s deal. It’s a fun fact that in a sport mocked by its critics as backward-looking, the hottest new team in NASCAR has at its center two women: Danica Patrick behind the wheel and Kelley Earnhardt behind the scenes.

Among all the clutter and controversy that a personality such as Danica Patrick brings to racing, she also brings the brilliant klieg lights of a voraciously hungry media and a challenged motorsport industry eager to produce exciting news. The benefit of this new media attention is not to be underestimated as other women drivers will also either gain momentum or risk diminution from the “Danica spotlight”.

Danica’s performance both on and off the track directly impacts all the women in motorsports today. Talented and ambitious women such as Alli Owens, Megan Reitenour, Tiffany Daniels, Ana Beatriz, Simona de Silvestro, Pippa Mann,Colbi Bradley, Natalie Fenaroli, Kate and Diana Harker, Kristin Bumbera, Natalie Sather and so many others, who share and respect the struggles and sacrifices Danica experienced, are eager to find their spotlight and sponsorship deals. We trust that talent will trump tramp stamps in Danica’s future media campaigns and that her new team ensures that future glossy photo shoots represent the best of the past, present and future for women in racing.

As the media frenzy surrounding Danica represents, there is a shifting trend in motorsports – finally – as racing circuits, race teams, track owners and the media begin to recognize the “Power of the Purse”.

Savvy motorsports marketers know that women make the buying decisions and control the family checkbook in 85% of American households. One in three women in the U.S. are avid race fans; they have an average household income of $58,000. With 240 million female race fans worldwide, race circuits, track owners and advertisers are eager to influence women’s $7 Trillion in consumer spending, embrace and engage a previously underserved fan base, energize ticket sales and combat their ageing fan base dilemma.

In addition to the Danica deal, the 2010 season brings
an important new emphasis on the
women fueling motorsports today.
Exciting developments include:

 The FIA has established a new 10 member commission for women in motorsports and appointed former rally driver, Michele Mouton, president. Organized by the governing International Automobile Federation, the commission’s goal is to facilitate the full participation of women in all aspects of motor sport and set in place strategies and policies that will promote the education and training of women in motorsports.  

The American Karting Association (AKRA) and Track Chic will spearhead a National Merit Badge Award for the Girl Scouts USA . AKRA’s program titled “Girls’ N Gears” uses karting to teach girls self-confidence, self-esteem, mathematics, introductory engineering, physics, self-discipline, team work, competitive spirit, etc. 

In collaboration with The Henry Ford, Lyn St James will debut a traveling exhibit at the Daytona 500 Experience February 2010. Titled “Women in the Winner’s Circle”, the exhibit will travel to ten U.S. destinations and pay tribute to the history of women in motor sports, their achievements and the growing future of women in motor sports.

Plans are also in the works for an all Female NASCAR Craftsman Truck Team to debut second half 2010.

Motorsports is about so much more than belly buttons and beer.

This is an exciting time for women as they shift the gears of the motorsports machine.
This unprecedented media momentum may start with one girl, Danica,
but it augurs well for all the women around the globe
sharing a passion for
Speed, Style and Sisterhood.

2010 is the start of great things to come!
Go Girls!

Images compliments of
Jason Smith Getty Images
JRMotorsports
www.DaleJr.com
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