Drive for Diversity 2022 Combine

This is a continuation of a series focusing on NASCAR’s efforts in diversity, equity, and inclusion.

NASCAR announced last week that their Drive for Diversity program has secured Advance Auto Parts as primary sponsor for the Driver Development Program’s Combine. The Combine is designed to test the talent of applicants to the Drive for Diversity program. To apply for the combine, drivers must submit a racing resume and video highlights of their racing career. Drivers are assessed on their on-track performance, physical fitness (agility, endurance), marketing and media skills, and other categories that make a well-rounded and successful driver.

The Combine is a driver’s first step in becoming part of NASCAR’s Drive for Diversity Driver Development Program. For this year’s combine, held in November, thirteen drivers have been selected. Drivers range in age from 13-19 years old and represent seven US states and Mexico. They come from various racing backgrounds including trucks, late models, and sprint cars. Each applicant knows what they will be judged on but they hope to learn from their time in the Combine as well. Marketing and media skills are an area of focus in both application process and development program. A quick search of each driver in the Combine reveals a variety of exposure, from some with little to no social media presence and minimal other articles online to some with their own website in addition to multiple social media accounts and mentions in thousands of articles. Some of the variance may be explained by the age differences, but it also solidifies the point that some drivers who excel at their sport do not have access to the same resources as others and may therefore go unnoticed. This is what the Combine hopes to address.

Drivers today must be vigilant in maintaining their public image. Each thing a driver does may be scrutinized by fans and detractors alike. No social media post or at-track incident goes unnoticed. A negative public image, particularly one that is detrimental and not just an inflated villainization of the driver, can lead to sanctions, loss of sponsors, or even termination of contract. NASCAR has several regulations in place regarding public perception and driver behavior. One area of focus in the Drive for Diversity program is establishing and maintaining a positive public image and then teaching drivers how to utilize this public image to attract and retain sponsors. After all, racing isn’t cheap!

Advance Auto Parts is already a sponsor for the NASCAR Advance Auto Parts Weekly Series and the Advance My Track Challenge, so adding title sponsorship of the Combine was an obvious next step for them. Many companies are putting conscious effort into attracting and retaining diverse talent and Advance Auto Parts is no exception. By sponsoring these developmental parts of NASCAR, Advance Auto Parts has an opportunity to put their name in front of a much more diverse demographic than if they were just sponsoring some Cup Series races. By focusing support on upcoming talent, they are creating a new fanbase for themselves as a company and as a sponsor. What better way to grow your market share than by securing new fans before they can legally drive a street car? Brand loyalty should see an increase as the diversity of the talent pool continues to grow. It’s a win for Advance Auto Parts and a win for the drivers.

Let’s meet the 2022 NASCAR Drive for Diversity Combine participants. Take note of these names; you will be seeing them again in future seasons. You can read more about Katie Hettinger in her recent Q&A with us.