Jeff and Ward Burton are among the most prominent figures in NASCAR history, each leaving a distinct mark on the sport. While Jeff earned a reputation as a consistent and methodical driver, Ward was known for his intense competitiveness and outspoken nature.
Though Ward’s racing career was successful, he retired in 2003, disillusioned by the management of the sport. Recently, Ward opened up about his frustrations with NASCAR and the French family.
Ward Burton Critiques NASCAR’s Leadership
In a recent episode of the Crossroad podcast, all four Burton brothers—Ward, Jeff, Harrison, and Jeb—gathered for the first time to discuss NASCAR. During the podcast, Ward shared significant insights into his concerns about the sport’s current direction and the changes he believes are necessary in its management. Ward commended the improvements in car safety, attributing much of it to his brother Jeff and others involved in the efforts. However, he expressed dissatisfaction with the quality of racing.
“The cars are much, much safer, which is great. But the racing is no better,” Ward said. He also referenced the lack of team owners in lower NASCAR series, specifically mentioning that, “there’s 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 a sponsor without him bringing it. So now there’s none.” Ward continued by suggesting that the sport’s governing body should be run by those with racing experience. He added, “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.”
This frustration highlights a broader issue, as recent years have seen several drivers lose their seats due to sponsorship difficulties. One prominent example is Kyle Busch, who departed Joe Gibbs Racing following unresolved sponsorship conflicts. Busch, reflecting on his departure, said, “Did JGR try hard enough to sell me? My answer to that is no.” He went on to explain, “So, I told those guys, ‘Look, you got to look elsewhere. You got to look outside.’”
The Sponsorship Game
This trend is not new. Take Paul Menard, for instance, whose average finish was consistently below 15th place. Menard remained in NASCAR largely because of his family’s wealth. More recently, the marketability of drivers has become increasingly important, as evidenced by the signing of Toni Breidinger. While Breidinger holds a solid NASCAR record, fans speculated that her social media influence and sponsorship potential played a significant role in her joining the series.
Breidinger’s status as a Victoria’s Secret model with a large social media following underscores a troubling trend in NASCAR: drivers are often judged more on their ability to attract sponsors than their actual performance on the track.
Why Sponsorships Matter
Ward’s comments raise important questions for fans, but it’s crucial to recognize the financial pressures facing NASCAR teams. To survive in the sport, teams must cover substantial costs, including salaries for team members, and secure a profit. Sponsorships play a key role in keeping teams afloat. Stewart-Haas Racing (SHR) serves as an example of this reality, having struggled with operational issues and ultimately facing a shutdown, primarily due to a lack of sponsors.
Historically, things were different. In the past, NASCAR drivers like Jimmie Johnson and Jeff Gordon emerged during a time when racing was more affordable. The sport was booming, and sponsors were eager to invest. Drivers could demonstrate their talent without the looming pressure of sponsorship deals.
Fast forward to 2024, and the situation has shifted. While NASCAR retains popularity, sponsorships have become harder to secure, partly due to declining viewership following the pandemic. SHR’s struggles reflect this, and even a powerhouse team like Joe Gibbs Racing recently lost FedEx as a sponsor and is scrambling to replace it. There’s hope that the $7.7 billion deal could bring a new wave of sponsors, possibly altering the current landscape. Fans, however, are left wondering: Will these changes be enough? Let us know your thoughts in the comments.
