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Randy Moss bringing diversity to NASCAR
Backtalk with Randy Moss
By LaToya M. Smith - May 01, 2009
Randy Moss, widely known as the New England Patriotsí All-Pro wide receiver, hopes to gain the same notoriety in his new business venture. Last year Moss purchased a 50% share in Morgan-Dollar Motorsports and renamed it Randy Moss Motorsports. The team will compete in the NASCAR Camping World Truck Series.
Long before he joined the world of NASCAR, Moss mentored young people interested in motor sports. He serves as a goodwill ambassador for the Urban Youth Racing School, a free program that serves 200 inner-city boys and girls, ages 8Ė18 each year. Moss also sponsors a local dirt track program in his hometown of Rand, West Virginia.
Moss spoke to black enterprise about areas of growth in NASCAR for African Americans, his business interests, and how he can serve as an example to make the sport more inclusive.
NASCAR has struggled to foster diversity. What efforts are under way to change the perception that auto racing is a ďwhiteĒ sport?
Over time people have made it into a black and white thing, and thatís one of the things that got a lot of people messed up in this NASCAR sport. It is a predominantly white-driven sport, but by me being a minority owner it shows people that itís not only for white people. NASCAR is a big money-driven sport, but for some reason most sports fans just pay attention to football, baseball, and basketball. As a black businessman, Iím trying to better that aspect and show that the sport has nothing to do with the color of your skin.
Is that why you sponsor a local dirt track program in your hometown of Rand, West Virginia, and serve as a goodwill ambassador for the Urban Youth Racing School?
Yes. One of my approaches is to show minorities that there are all kinds of jobs in the motor sports industry (engineering, manufacturing, accounting, finance, and marketing). It takes a lot of people and a lot of time and effort in the day-to-day operations for a driver to be able to compete. Itís eye-opening to go to the Urban Youth Racing School or NASCAR events and see these kids loving the sport. You can probably meet a 7- or 8- year-old who can tell you everything you want to know about a car. A lot of people donít give that school enough credit. The program has taken these kids out of tough environments and put them where they are succeeding, thriving, and enjoying life.
Youíve already had some experience as a businessman with your fruit juice/smoothie franchise, Inta Juice, but was it harder to prepare for your role as a NASCAR owner? What has the transition from football player to entrepreneur been like?
Itís been a nice experience getting into another professional sport, but there was a concern about transitioning into auto racing. I didnít know how I was going to be perceived. People are used to seeing me in another sport, and I had to make this transition and leave football completely out of the picture. It was hard. At the beginning getting corporate sponsorship was also a challenge because they didnít know if I was serious about it. Itís smoothing out now. Our sponsorship notoriety and publicity have picked up. But itís taking a lot of traveling, talking on the phone, meeting with sponsors, and meeting with my team. I donít know everything there is to know about a car. Iím learning as we go.
What else do you have in the works?
Iím coming out with an athletic water. You have these vitamin waters that athletes promote, but you only know the athletes by the commercial and not by the bottle. So I think itís important to put the athlete on the bottle. Now the consumer gets the best of both worlds. After you finish the water, you have a collectorís item. I thought it was just a nice way to give the fans a little more.
BLACK ENTERPRISE Backtalk with Randy Moss
That 's how Nascar can reach Black audiences.
recruit high profile black athletes who are from rural/country backgrounds who grew up watching it.
Former NBA player Brad Daugherty does broadcasting for nascar.