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Commercial Interests
The commercialization of motocross is nothing new. Before we had Red Bull, Amp’d Mobile and Toyota logos splattered across the bodies and bikes of the stars, there was Chevrolet, Camel and even Wrangler jeans emblems in their place.
Advertisers shrewdly recognize motocross as a hit among the coveted youth demographic. But before the riders and the AMA allow companies to throw any more money at them, they would be wise to take a closer look at the downfalls of commercializing the sport.
As corporate support of motocross builds, the risk of riders and sanctioning bodies becoming too consumed with pleasing sponsors builds with it. Riders have begun to sound increasingly like the corporate shills of NASCAR when they make the inane podium comments about the performance of their sponsor's products. ("My Dunlops were really hooking up out there.")
It's difficult to imagine many people putting much faith into these hastily made endorsements. Nonetheless, some riders have taken to making comments that are even more questionable about the performance of sponsor's products. Tyler Evans' laughable statements in a recent article about the benefits of his sponsor’s energy drink --“Four Rockstars a day keep the doctor away!”--might have been a new low.
The evidence of corporate influence has also spilled over into the race announcing at many events. While it is appropriate to occasionally acknowledge sponsors over the PA, it is not appropriate to turn every moment between races into grating commercial time. It is also wrong to place sponsor's products in precarious positions near the track (witness Ricky Carmichael's near-collision with a trackside boat at Dallas.)
Despite these ills, proponents of commercial deals say that such arrangements are essential for the sport to grow. But the recent growth of motocross has had little to do with the litany of recent corporate sponsors, most of which have dropped money over the sport for a year or two, re-assessed what “next big thing” to pursue and made their exit.
Motocross has grown mainly on its own merits as a worthwhile sport. While it is true that big-money entities allow for increased marketing dollars for racers and events, very little of that marketing is targeted toward the people who really make the sport grow (read: riders.)
Worse yet, many of the cheap ploys used in motocross event marketing on TV (crash footage, death-voice announcers and generic rock music) make dirt bikes seem akin to monster trucks--a false impression that ultimately damages the sport’s image.
It is also true that corporate dollars help some privateers (such as Nick Wey) make their way around the circuit. In these cases, the exchanges can hardly be criticized. More money for privateers is long overdue.
That said, however, all racers face a burden of responsibility in choosing the nature of their sponsors. Some have chosen poorly. Perhaps the worst decision made by a rider was when Jeremy McGrath--a rider with a sterling reputation as an inspiration to young riders everywhere--chose to ride with Bud Light logos in 2002.
McGrath’s choice of sponsors sent the message that he endorses drinking, which was an irresponsible impression to leave upon McGrath’s droves of teen and preteen fans. (Incidentally, McGrath discovered Anheuser Busch’s true colors when they abruptly cut all ties with him--and the entire sport--upon learning he would not contest the 2003 supercross season.)
This year, energy-drink emblems have crowded supermarket shelves and helmet visors alike. Hardly a big-name rider remains uncommitted to an energy-drink company, which is ironic considering that pounding an energy drink before the first moto at Hangtown would be roughly as wise as scarfing a chili-cheese dog with a pack of Pixy Stix on the side.
The notion that it is a racer’s way to gulp energy drinks may not be as dangerous as McGrath’s implied message about beer, but it is an example of how marketing deals can make an athlete--and even the sport--look slightly silly.
The truth is that motocross, even without all the hucksterism, has the merits to thrive as a sport. While it is perhaps unreasonable to ask a sanctioning body to refuse money from a car company or a privateer to turn down a check from an energy-drink company, we shouldn’t get too misty about the “contribution to the sport” that these deals represent.
For an example of where motocross could be heading, observe the state of NASCAR, which has turned into little more than a moneymaking machine for its benefactors. Product placement and licensing agreements are the new heart and soul of NASCAR, leaving its roots as a homegrown motorsport regrettably in the dust. It is necessary for the leaders in motocross to remember that a sport's independence and soul are worth more than all those checks from opportunistic corporations--lest the sport become as hollow and sanitized as so-called stock-car racing.
Motocross was exciting and noble in the time of DeCoster and Mikkola, and neither of them received any corporate subsidies other than bikes, parts and a salary that would make one of today’s unproven 125 Supercross riders wince. And it will continue to be exciting and noble in the age of Carmichael and Stewart--no matter what logos do or do not occupy their visors.
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