Drive for Diversity
The system is similar to a driver development program where applicants progress through minor-league and regional racing levels to prepare them for a possible shot at one of NASCAR's three national series.
The program was started during the 2004 season by NASCAR marketing executives in order to attract female and minority fans and drivers to the historically white and male-dominated sport.
The year before, Joe Gibbs Racing, along with former athletes Reggie White and Magic Johnson, had started a similar program.
A key factor is the overt racism in the country that had plagued other sports as well, but was particularly strong in American stock car racing due to its roots in the South.
[6] In December 2000, Dodge announced that veteran African American driver Willy T. Ribbs would drive in the Truck Series for the full 2001 season in a factory-backed effort for Bobby Hamilton Racing.
[16][17] In 2003, Joe Gibbs Racing partnered with former NFL player Reggie White to start a team that would assist minority drivers in rising up the ranks of the Motorsports world.
In 2004, the team came into form with assistance of Gibbs' Cup and Busch Series sponsors Home Depot, MBNA, and Rockwell Automation.
[19][20] The NASCAR-based program was conceived in the 1990s, officially implemented in 2004 by NASCAR chairman Brian France, and based largely off input from White and NBA star Brad Daugherty.
[3] D4D was one of several programs instigated to increase viewership and audience diversity as well as provide income for the sport, along with the Chase for the NEXTEL Cup and series in Canada and Mexico.
Due to the lackluster performance, NASCAR cut ties with Access Marketing after 2008 and proceeded to hire Max Siegel (music executive and former president of Dale Earnhardt, Inc.) to revamp the program.
[3][4][23][26][27] Since the inception of the current program, Rev Racing has been fielding competitive rides with funding from companies such as Toyota, Nike, Inc., and Sunoco[28] and have had several drivers move on to the national series.
[24] ESPN analyst, team owner, and former NBA all-star Brad Daugherty acknowledges some progress, claiming the sport is "more inviting than it was [in the past]."
But he also believes "owners are a little scared...Corporate America just isn't ready to take a lot of chances with their dollars on a non-known entity."
[30] Some state that the absence of funding is systematic across the sport, with many young drivers' careers being stalled out before they make it to a higher level or a more competitive ride.
[23][31] Into the 2010s, the diversity program's impact appears to be increasing,[32] with one of the biggest problems being the continued perception of NASCAR as an all-white and non-inclusive institution.
Max Siegel stated that "the biggest barrier in diversifying audience is the perception," with D4D driver Dylan Smith noting that "people associate NASCAR so much with racism."
Wallace won in the Truck Series at Martinsville Speedway in his rookie season (only the second black driver after Wendell Scott to win in one of NASCAR's top three divisions).
Wallace's career had historically been hampered at the national level by a lack of consistent corporate sponsorship,[4][23] but that is currently not the case.
This includes Paulie Harraka, who scored the program's first three wins, and Marc Davis who left Joe Gibbs Racing after they could not find sponsorship for him in the Nationwide Series.
Almirola is considered one of the most successful products of any diversity initiative within the sport, as well as the highest profile Latino driver in NASCAR, with three wins to his name.
[54] Jennifer Jo Cobb is one of few female drivers other than Patrick to run full-time in the three top touring series in recent memory.
0 truck as a start and park entry, though it attempted to run the full race at Eldora Speedway in 2013 and 2014 with Jennifer Jo's father Joe Cobb.
[55][56] Juan scored two victories in his career (both coming at road course races), and came close to winning at oval tracks on several occasions.
[58] Other Latino former open-wheel drivers to run in NASCAR include Michel Jourdain Jr. and Adrián Fernández, who ran Busch Series schedules with ppc Racing and Hendrick Motorsports respectively.
Lester was a part of Dodge's and BHR's diversity initiative before signing with Davis on talent alone in 2004, and was notable for his strong qualifying efforts.
[30] Mexican-born Carlos Contreras has also found longevity in the Nationwide and Truck Series,[59] but has only run three full schedules in his career (and none since 2002), with only 5 top 10s to his credit.
