Race Weekend Central

Beside the Rising Tide: All the Young Dudes

The season hasn’t even gotten started yet and already, Kyle Busch is feeling aggrieved and voicing his displeasure (doesn’t he know doing so is the sole province of the media?)

As usual, the NASCAR Media Tour itself was largely lost in an avalanche of words and predictions concerning the upcoming Super Bowl. Living here in the Philadelphia TV market, the coverage and hype has been crushing, to say the least. But then, when it comes to sporting success, Philly seldom has much to celebrate. I don’t know if you will be reading this article before or after the game (or at all, actually), but I’ll offer my thoughts on the contest. Being an Eagles fan is like being Wile E. Coyote. Even when it seems everything is going great and success is all but inevitable you know…. deep down in your heart you accept that whistling sound overhead is an ACME brand anvil ready to crush you flat just as your fingers grasp the neck of that pesky bird.

In a way, it’s almost a blessing. If it weren’t for a chance to demand that the coach, the quarterback and even the peanut vendors all be fired after a big loss, a good percentage of Philadelphians would be rendered mute from now to the start of the preseason. That’s why I don’t write about football. I write about stock car racing.

Yep, one paragraph into the new season and I’ve already swerved off on a tangent. It’s going to be a long year.

So anyway, what was it that set Kyle Busch’s teeth on edge this time? A feeling NASCAR officials aren’t being properly deferential, the Toyotas have some sort of disadvantage or that Joey Logano hasn’t been incarcerated? Nope. What has Busch hopping mad is “those damn kids.” Busch feels that NASCAR is paying way too much attention to promoting the younger drivers entering the sport. That includes guys like Chase Elliott and Ryan Blaney, both already fan favorites. This year, we’ve got Darrell Wallace Jr. and Daniel Suarez both competing in Cup, helping showcase the sport’s diversity. It’s a mix that up until recently has been whiter than the Klan’s laundry order ready for pickup at the Old Dixie Laundromat.

True, we lost our token chick and all, but they’re working on that. Does Stormy Daniels know how to drive a stick?

Alex Bowman is facing the unenviable task of taking over Dale Earnhardt Jr.’s ride, a feat every bit as daunting as NASCAR trying to lay out a course for its future minus its Most Popular Driver of a decade of more. Then there’s the strange case of one William Byron. If Byron didn’t exist, NASCAR would have had to invent him. (I’m already hearing rumors Byron was genetically engineered from Jeff Gordon’s DNA.) On-track, Byron has been wildly successful in the Truck and XFINITY series. He’s also good looking, well-spoken, young and about as bland as a loaf of Wonderbread wearing a Bobby Sherman wig.

Because I am older than dirt, I’ve seen this cycle of young drivers entering the sport just as some older and extremely popular drivers retire. But this period in the sport’s history is somewhat unique. Tony Stewart, the original Jeff Gordon, Matt Kenseth, Carl Edwards and even Dale “By Gawd” Earnhardt Jr. have all packed up their rocks and rolled in a short period of time. Back when Richard Petty retired it was also a seismic shift in the sport’s foundation. But NASCAR was also in the midst of its boom years of exponentially explosive popularity. Today? Well, not so much. The loss of big name drivers right now is like tossing a drowning man a bottle of water.

So yes, it makes sense NASCAR would run some promotions highlighting their younger drivers now that the once-Gillette Young Guns may be near to collecting social security. But why should this phenomenon bother Busch? Well, as it turns out, these younger drivers are a lot different than the generation of current stars. They are more willing to participate in marketing opportunities, no matter how far-fetched, to promote the sport and upcoming events. The older drivers will beg off such things, reminding everyone they need some time at home with their families, too. Yep. They’ll hide in mansions racing salaries built for them with kids they’ll one day have to put through college.

Not only that, but these young drivers are also willing to drive for lower salaries and less perks than the stars they are in some cases replacing. Star drivers who, in some cases, had not actually decided to retire.

The math is simple. Less viewers and fans in the stands means sponsorship for race teams are harder to find and likely at lower amounts than once considered the norm. That means everyone has to accept the reality of lower wages somewhere down the line. Some of that missing money doesn’t go into aerodynamics and engineering to improve the cars, either. If that sort of spending is reduced, it is likely that the teams will enjoy less success, making them even less palatable to marketing partners. In some cases, downsizing will involve replacing a veteran championship-level driver with a rookie. To borrow a phrase from Linda Ellerbee, “and so it goes.”

Other than that, there wasn’t much to take away from media week. Everyone seems quite sure that everything is wonderful. That’s not a unique preseason state of affairs in what is, after all, a marketing opportunity. The Media Tour never serves as a reality check or an intervention. But with looming signs that things are not so wonderful after all, it seemed there was increased fervor in everyone saying life couldn’t possibly be any better. Remember when you were a kid and used to whistle walking past the graveyard?

Ryan Newman must not have gotten the Pollyanna memo. He spoke out rather forthrightly on numerous issues including the new inspection system, the lack of importance of consistency in the playoffs, the new pit crew rules and whether the road course at Charlotte Motor Speedway is a viable move, earning him a stern rebuke from NASCAR’s Steve O’Donnell on Twitter (Which O’Donnell later said was his mistake. He should have phoned Newman rather than using social media. One wonders if Newman even had O’Donnell’s phone number so he could have voiced his views through that venue).

The only other notable quote to come out of the Media Tour was Brad Keselowski saying if he could change one thing about the sport, it would be to have Brian France at the track more often. I have to strongly disagree with that. It would seem that France is once again pursuing his lifelong dream of owning an NFL franchise, to whit, the Carolina Panthers. Ideally, France would buy the team and turn his full attention to that enterprise, leaving others with a clearer vision of NASCAR’s future and a greater interest in it to take the reins after France’s decade-and-a-half-long reign of terror. It’s one that has seen the goose who laid the golden egg strangled and served up nugget-style with an array of dipping sauces.

O’Donnell may have inadvertently let slip some of his own vision of the future. Caution laps after each stage of a race will still count in 2018 despite the fact a lot of fans are irked by the lengthy delay. He says NASCAR will “try” to shorten those breaks up. Sure. And I’ll try to write a Pulitzer-winning column this year, but I’m not dusting a space on the mantle for it just yet. In fact, while admitting that the whole concept of stage racing isn’t universally embraced, NASCAR is keeping it around because it appeals to a specific demographic: males age 18-34.

That’s been a troubling demo for NASCAR, which has seen significant shrinkage in numbers since the glory years, as fandom has grayed and fallen away like body parts from a leper on a trampoline. It’s also the most coveted demographic among advertisers and sponsors, as it turns out. But NASCAR is going to try to appeal to and swell the ranks of those young dudes as a step in the path back to relevance. Meanwhile, they’ll continue the trend of ignoring and taking for granted their actual fan base, graying though we may be. You know, the folks whose cash actually pays their bills and has to date kept the TV ratings just high enough to avoid having the race broadcast on same Spanish language cooking channel in the upper 400s tier of cable networks.

I was once 18-34 myself… back in 1993. I watched as a new, fickle sort of fan with a larger expendable income had their dalliance with NASCAR. And to borrow from the Book of Bruce, “I’m still here, they’re all gone.” Guess they got bored in the U.S.A.

Stop me here. I think I’ve seen this movie so long ago it was in black and white. The daring if somewhat drunken teen (with perfectly white teeth and flawless demographics) is at the wheel of his hot rodded Model A showing off for his “best girl.” Alongside in the background we can see a massive freight train (the Great Northern out of Cheyenne?) rumbling along in the same direction.

“Dang it, Betty Lou, I just know I can beat this train to the crossing!” the driver hollers, grinning and flooring the throttle. “What’s the worst that could happen, anyway?” It’s been a long time, but I don’t recall that moving picture as having a happy ending.

Fade to black.

About the author

Matt joined Frontstretch in 2007 after a decade of race-writing, paired with the first generation of racing internet sites like RaceComm and Racing One. Now semi-retired, he submits occasional special features while his retrospectives on drivers like Alan Kulwicki, Davey Allison, and other fallen NASCAR legends pop up every summer on Frontstretch. A motorcycle nut, look for the closest open road near you and you can catch him on the Harley during those bright, summer days in his beloved Pennsylvania.

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Bill B

Glad to see you are back Matt.
I see you spent the winter coming up with more hilarious metaphors….”fallen away like body parts from a leper on a trampoline.”…. Love it. LOL.
Yes, it will be a long season indeed.

Johnny Cuda

Nice column, Matt. I also enjoyed your metaphors. I look forward to this new batch of young guns. I think these guys will be exciting for the sport.


Matt! A column in January, awesome. You hit all the right marks in NASCAR. Frankly, people should listen to Newman more. And as a fellow Philly fan, the Wile E. Coyote reference was dead on! Hoping they do well, definitely looking forward to Daytona.


Well, maybe enough of the old guard has fallen off, so these young guns can actually hit something.

Rich sachlis

Gotta love it! “True, we lost our token chick and all, but they’re working on that. Does Stormy Daniels know how to drive a stick”.

Classic McLauhglin! Surprised to see you “publishing” in January, but glad to see it.

Carl D.

Great to see you back, Matt, and I’m glad you’re a realist when it comes to the Eagles. Myself, I’m convinced it’s karma… nothing good can come from pelting Santa with profanities and snowballs, but my own experience in the city of brotherly love left me an “Anybody but Philly” sports fan. All I wanted was an authentic Philly cheesesteak sandwich… all I got was a rude bitching out by some two-bit ass-hat who worked at Pats. Note to jerk: I’m from the south; we aren’t known for talking fast and we don’t respond kindly to people who want our money being impolite. But anyway, all I really wanted to say was… who cares what Kyle Busch’s whine of the week is? Kyle, shut up and drive. That’s all.


mmmmmmmmmmmmm tasty cake butterscotch krimpets. tasty cake has made it’s way south, but i haven’t seen krimpets in a long while.

Carl D.

I remember seeing Genos and thinking “six of one, half a dozen of the other”. I should have known better but what’s foreigner to do? I’ve bought gas at a WAWA in PA but never made it inside for their bakery delights. Those days are gone, though… with high blood pressure and the warden looking over my shoulder every time I sneak a snack, if it doesn’t taste like cardboard and have less calories than air, it’s prohibited.

Bob Bechtel

well we even have WAWA stores here in florida. i worked for then in 1967 they had 8 stores now 780. if you want a great cheese steak gotta come to sebring, fl. they don’t even know what cheese wizz is. glad to see your back matt. now i live in sebring where we get 180,000 people arrive for the 12hr sebring sportscar race in march. come on down.

now we have poor busch already crying. hasn’t changed since his arrival in nascar. brought it on himself. he should thank nascar since he is the only champion(26 races)*** that did not race the whole season. i just can’t get into nascar like i used to. went to 4-6 races/yr. now change rules weekly. not fun anymore. used to be do not call me on sunday. now no big deal. i still watch but just not as much fun.

Fed Up

Welcome back Matt and thanks for your honesty! Now I can take more than ten seconds to peruse Jayski/ESPN.


welcome back matt! hopefully eyesore acres has started to thaw from a bitterly cold winter.

when i read about busch, i just thought of baby huey from the cartoons crying his eyes out. we all know busch doesn’t like not being top dog. truex took care of that for the championship and now the youngsters are hitting him from another side. 32 ain’t that old, but in na$car he should be looking at his investment portfolio.

all is right with the world….an earnhardt will be competing in the daytona 500 (not jr as grand marshall). saw where jeffery has a ride. of course we know what will be talked about to death this coming 2/18/18. will i be watching daytona? probably out of habit. i think the one story coming into daytona is that princess has a ride for her final na$car race. will she survive or be wrecked?


Welcome back Matt! Now I can look forward to Jayski’s on Tuesdays, as opposed to searching Patty’s posts for reprints of your old stories. Kyle Busch, see Sam Bass. Brian France, see the look Truexr Jr. gave him as he literally ran off the stage at the award show, while sweating profusely? I never liked trampolines anyway!


Funny, but the one thing Matt and his loyal herd of sheep overlooked is that Busch was right. These guys have done nothing for the sport except make podcasts and look cute in their endless selfies, but I doubt that will pay the bills over the next few years. But it was not Kyle, but Kurt, who fired the real cannonball when he called Chase Elliott the most overrated driver in NASCAR. Now Kurt led 16 laps last season and Chase led over 900, but Kurt did win the Daytona 500 when Chase ran out of gas, so he still has some credibility.

Between Ryan Blaney’s “Glass Case of Emotion,” whatever the hell that is, and Chase’s lifetime losing streak (soon to be made a Lifetime Movie of the Week), all is NOT rosy in NASCAR land. Sure, it took the Busch brothers to bring it up, but since the media is too well paid by NASCAR or too cowardly to mention it, I’m glad somebody did.

NASCAR is all about gimmicks now, which I guess would be OK if they actually drew fans to the sport, but they don’t. I didn’t even watch the Homestead finale because the result was mailed in months before when NASCRAP decided to allow Martin Truex’s illegal car to dominate every race, every practice and every qualifying without question. And it was clear there was no race at Homestead, no chance of the Chosen One losing, so I didn’t miss much but the crying Victory Lane.

Personally, the end cannot come soon enough for me. I don’t think NASCAR can be saved by Blaney’s hair or Bubba’s coloring. I won’t watch the 500 and I won’t watch any other race. As Freddie Mercury once wisely said, “Another One Bites the Dust.” I guess I thought I would be the last fan around to turn out the lights, but I am leaving before the inevitable end, surprising myself and everyone who knows me.

And I really hope the Pats win. Tom Brady is MUCH cuter than Ryan Blaney.


Maybe Blaney will hold the door for you on your way out. Oh and maybe you can take those bawl baby Busch boys with ya.


Great to have you back Matt! Missed your perspective on things mightily! I don’t know why Kyle is whining…he manages to get himself lots of publicity. Just because it’s usually for his churlish behavior doesn’t mean it’s any less valuable, right? I guess being a sore loser applies to just about anything for Kyle.


Welcome back, Matt! Something worth reading again on Jayski & the Frontstretch.


I am no fan of the Busch’s, the older or younger, or Kevin Harvick for that matter. THEY HAVE A POINT, IMO! These new “YOUNG GUNS” are being jammed down our throats at a pace never seen before because of the wide spread social media! NOT a one has really done a damn thing of significance…YET. AND YET the tagline or “story” is they are something to behold!!!!!!!! It seems to be 24/7. Clyde now that Ralph is retired has inherited the mantle Ralph has without one win. Very over rated with the hype jammed down our throats…all because of who his father is. The switch to the 9 car, come on..it is sheep conditioning. Anywho, time will tell…it always does.


Come on. They have a lot of merchandise they need to sell! Hard to sell stuff unless you promote these guys. After all we could be stuck with all this stuff.

Don in Connecticut

Another season of boredom is upon us. Cookie cutter cars,
cookie cutter tracks, the Chase, segment racing, stupid playoffs
and of course
Brian himself. Wake me when it’s over.


Typical column. The question about Stormy had to be rhetorical. The more experience you have, the better you are at driving a stick.

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