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
Corporate references, logos, etc., are the property of their respective companies

and may be trademarked or copyrighted and owned by their respective companies.

RESPECT. HOPE. OPPORTUNITY. PREPARATION

Track Chic was privileged to celebrate THE SEVENTH ANNUAL WOMEN IN THE WINNER's CIRCLE AWARDS CEREMONY with Lyn St. James, a special tribute to the significant accomplishments and bright future for women in racing. It was great to see favorite Track Chics from prior years, including Megan Reitenour, Tiffany Daniels, Samantha Taylor, Brandie Jass and Natalie Fenaroli and share their success stories from the last time we met.

Many new faces were visible at this year’s awards ceremony, including Alesi Gerthe, the 2008 highest nationally ranked female in IHRA Quick Rod, and Simona de Silvestro who currently holds the points lead in the Mazda Atlantic Championship Series.

All women shared that same fierce determination to succeed in the sport they love … and their parents shared immense pride for their daughters’ enormous accomplishments. Their stories were inspiring and illustrated just how far women have come in motorsports today.

It was equally inspiring to be surrounded by the support of notables in the industry, including Mike Helton, President NASCAR, Tom Compton, President NHRA, John Saunders, President International Speedway Corp., Joie Chitwood, then President of Indianapolis Motor Speedway, Max Siegel, The 909 Group/NASCAR Drive For Diversity Program, and so many others. Their commitment and support will help change the face of the future of motorsports.

While currently the number of female drivers competing in the elite series is limited, we are making progress. Although NASCAR currently has no women racing in the Sprint Cup Series, there are some real powerhouses coming up through the ranks, with Laura Hayes, Emily Sue Steck, Katie Hagar, Megan Reitenour, Tiffany Daniels, Natalie Sather and Mackena Bell currently tearing up the tracks with NASCAR’s Drive for Diversity program.

IndyCar boasts three women behind the wheels: Sarah Fisher, Danica Patrick and Milka Duno. Of the three, only Danica Patrick races full time. However, Sarah Fisher has made history as the first female to drive and own an IRL team. It was great to talk with Sarah at the ceremony; she is a role model - as both an athlete and an entrepreneur - for so many women competing today.

NHRA, however, has been putting women in the winner’s circle for decades. NHRA boasts 43 women who have raced in the top series since the 1970’s, with 11 pickup wins in the top tier of Drag Racing. Two of the series most recognizable faces are women, Ashley Force Hood and Hillary Will. Thirty years ago, it was Shirley Muldowney that became the first in the top drag racing series to capture three consecutive season titles. "She did that before any man had done that," said veteran NHRA Driver Melanie Troxel, also attending the event. "I think we were a little ahead of other motorsports."

The LSJ Women in the Winner’s Circle Foundation remains dedicated to continuing to train, advocate and educate for diversity in racing. To date, the Foundation has trained more than 250 women drivers from 38 states and five countries through their Driver Development Academy. With a commitment to Respect, Hope, Opportunity and Preparation, there will be many, many more. To learn more about how you can participate, visit: http://www.lynstjames.com

 

Talent, Tramp Stamps and Missed Opportunities

What happened?
Years and years of women proving their credibility behind the wheels have just been undermined by a glossy photo shoot.

Danica Patrick, as talented as she is behind the wheel and as beautiful as may be in front of a camera, has sabotaged the struggles and sacrifices of the many young drivers competing today who look to Danica as a role model.

No one knows better than Danica how hard she struggled to get where she is today. Danica learned the intricacies of racing at a young age watching her father, TJ, race snowmbobiles, motocross and midget cars. She began go-karting in 1992 at Sugar River Raceway outside of Brodhead, Wisconsin and went on to win several national championships. Danica enrolled in the Lyn St. James Driver Development Program at the age of 14 and 15 and then moved to England at the age of 16 to advance her racing career. Focusing primarily on road racing, Patrick raced in several developmental open-wheel series while in Europe, including Formula Ford and Formula Vauxhall. Patrick earned a second-place finish in England's extremely competitive Formula Ford Festival, the highest-ever finish by either a woman or an American in the event.

On May 29, 2005, Patrick became only the fourth woman to compete in the Indianapolis 500, following Janet Guthrie, Lyn St. James and Sarah Fisher. Also that year, Patrick, who was then a 23-year-old rookie, became the first woman to lead the Indianapolis 500.

And on April 20, 2008, Danica made history at Twin Ring Motegi in the Indy Japan 300 when she became the first woman to win an IndyCar race. And women stood with Danice to debunk the mostly male reporters’ relentlessly criticisms of that history-making win ... “she didn’t really win because of her racing skills, it was only smart fuel management that got her across the finish line first.”

I can understand Danica’s reasons for the photo shoot. It takes a lot of money to keep a seat in motorsports. But what I, and so many others, do not understand is why Danica agreed to the conspicuous exploitation. Does Danica want to be considered as a professional driver behind the wheel, or a “hottie” spread eagle across the hood of the car? The Sports Illustrated photo shoot could have been handled so much better. It’s not that the photo shoot should not have been done, it’s that it should have been done better.

Women are fighting back. Advertisers and marketing agencies are taking notice. It’s unfortunate that Danica’s handlers aren’t paying attention.

What do we tell today’s young female drivers like 13 year old Natalie Fenaroli who has accomplished so much at her young age, or Megan Reitenour competing today in NASCAR’s Driver Diversity Program, or the Harker Twins competing in NHRA’s Top Alcohol Dragster.

Tramp Stamps are more important than talent and tenacity? Drooling lap dogs will get you further than fastest lap speeds? T&A certainly grabs today’s headlines but publicity stunts such as the Sports Illustrated Swimsuit Edition will ultimately diminish credibility both on and off the track.

Shirley Muldowney, Janet Guthrie, Lyn St. James, Ethel Flock, Sarah Fisher set the standard for women in racing and continue to be idolized for their talent and tenacity in a sport dominated by men. Danica, instead, risks being idolized for her taunt and tease and photo-shopped tramp stamps rather than for her hard earned success in motorsports. It’s an unfortunate choice, and a missed opportunity to be so much more.

See more: www.TRACKCHIC.com