Categories
Business

How NASCAR plans to get well from a tough 2020

# 43 Victory Junction Chevrolet driver Bubba Wallace prepares for the NASCAR Cup Series Super Start Batteries 400 presented by O’Reilly Auto Parts at Kansas Speedway in Kansas City, Kansas on July 23, 2020 .

Jamie Squire | Getty Images

A welcoming environment.

This is what NASCAR President Steve Phelps said when speaking to CNBC about how the sport wants to be perceived after its defining moment in 2020

“That has been Bubba’s mantra all the back of the season since June,” Phelps said. “It’s inviting and inclusive.”

Phelps did his media rounds before NASCAR returns on Sunday with one of its key events, the Daytona 500. In his third year as president, Phelps is tasked with repairing the organization that once drew 11 million viewers to its signature race.

NASCAR hit the headlines in 2020 when it banned the Confederate flag last June. It was behind driver Darrell “Bubba” Wallace, who had a backlash after calling for the ban. And then Wallace was at the center of a noose accusation.

Previously, driver Kyle Larson used a racist arc when engaging with a live video game community. This brought NASCAR into the spotlight, which no sports company wants. It had to face its problems to move forward.

“It was the most challenging year in our sporting history, but I would say it was the most enjoyable and successful in our sporting history,” said Phelps.

Now comes the challenging part: creating a welcoming environment by considering race and diversity issues and thereby repairing NASCAR’s business.

Former NBA Chicago Bulls Guardian Michael Jordon held the crowd high during pre-race ceremonies prior to the start of the NASCAR Sprint All-Star Race at Charlotte Motor Speedway on May 22, 2010 in Concord, North Carolina.

John Harrelson | Getty Images

Bubba, Jordan, Pitbull and… Snoop Dogg?

After Wallace’s departure from Richard Petty Motorsports, basketball icon Michael Jordan formed the 23X1 racing team together with well-respected driver Denny Hamlin. They recruited Wallace as a top driver.

I am a good move for NASCAR, which is betting that Jordan will spark new interest.

“We’re thrilled to have Michael here,” said Phelps. “I think this will generate considerable interest in itself. Like most owners, Michael only wants to be successful on the track,” he added.

The 23X1 team has already won top brand sponsors including McDonald’s, Toyota and DoorDash.

Wallace has not yet recorded a victory in his career. It has to be successful for NASCAR to get its Tiger Woods-style PGA Tour moment that draws in minority fans. He had a strong night qualifying for the Daytona 500 in 2021, finishing second in Duel 2 and finishing sixth on the grid on Sunday.

One person who spoke to CNBC about Wallace’s influence cited Danica Patrick as an example of how things can go when Wallace doesn’t win. The person asked not to be identified due to sensitivity to the subject.

Patrick set records in the sport as a driver in 2012 and cast a positive light on diversity, the person said. Despite being well known, she struggled and finally decided to leave for a full day in 2017.

NASCAR has the ability to increase viewership and engagement by using Wallace as an entry point. Pop star Pitbull is also a NASCAR team partner. He joined the Trackhouse Racing Team in January.

“I’m very optimistic about NASCAR this season,” said Dan Cohen, senior vice president of Octagon’s global media rights advisory group. “You’re back on your schedule. You have Bubba Wallace – a good storyline. You have got celebrity owners involved, which adds a little flair.”

A former NASCAR team owner, who spoke to CNBC on condition of anonymity, said NASCAR should attract even more celebrity owners. Hip-hop star Snoop Dogg was mentioned by name.

Phelps said, “There are some names that have been thrown away. I don’t know if any of them will be used.”

Bubba Wallace, driver of the # 43 Victory Junction Chevrolet, takes a selfie with NASCAR drivers that put him at the top of the grid as a token of solidarity with the driver ahead of the NASCAR Cup Series GEICO 500 on June 22nd at Talladega Superspeedway. 2020 in Talladega, Alabama.

Chris Graythen | Getty Images

NASCAR marketing strategy

In addition to celebrities and Wallace’s potential success, NASCAR needs a marketing strategy that targets a minority, suggested longtime marketing director Tony Ponturo.

How will Phelps and the company sell NASCAR to more diverse communities? What will it do to attract newer fans onto the track?

Ponturo, the former vice president of global media sports and entertainment marketing for Anheuser-Busch, suggested that NASCAR avoid “overcomplicated things” like the playoff system.

“I think they confuse more people than they educate,” said Ponturo. “As a sports fan, I couldn’t tell you how your entire system really works.”

He said a simplistic approach should work, adding, “You have to go to red and blue states and urban communities so that consumers have a reason to spend time playing the sport. And you have to work hard on that.”

George Pyne, CEO and founder of Bruin Sports Capital, agreed. Pyne served as NASCAR’s chief operating officer, helping him finalize a $ 4.5 billion media legal pact before leaving the sport in 2005

“You have to market the sport to them and a driver, a team that could make it more relevant to them,” said Pyne. “And you have to talk about why this product is interesting.”

Pyne suggested better storytelling as a method. He said NASCAR’s promotion for Wallace could be action, and NASCAR could tell the audience what goes into building a car by showing more engagement behind the scenes.

Presenting more stories that aren’t drivers could help NASCAR as well. In 2018, Brehanna made Daniels story when she joined a top NASCAR pit crew and became the first black woman to join a team.

“You have to tell the story about people,” said Pyne. “And when you can do all of this, things get interesting. The human part of it is a big part too.”

Ryan Newman, driver of the # 6 Koch Industries Ford, drives during the 62nd Annual NASCAR Cup Series Daytona 500 on February 17, 2020 at Daytona International Speedway in Daytona Beach, Florida.

Mike Ehrmann | Getty Images

Back to business

Building a new fan base takes patience and time and starts with Daytona.

Like other sports leagues, NASCAR touts its metrics, suggesting that its unique audience has grown by 17%. But money is made through sponsorship support and television viewers. And Daytona has suffered a loss in the past ten years.

In 2002 the number of spectators rose to over 18 million. In 2017 it was around 11 million and in 2019 9 million. A weather-related postponement forced the 2020 race to last two days and attracted an average of 7.3 million viewers.

Marketing managers and NASCAR experts point out various things, including the failed “Car of Tomorrow” project and a charter system that turned off long-time fans. The great recession was to blame and affected participation, while NASCAR retired stars like Jeff Gordon and Dale Earnhardt Jr.

It created a lack of interest and the number of viewers fell.

Worse still, the decision to move NASCAR to the Fox Sports and NBC Sports cable channels contributed to the loss of television exposure. It might help now that NBC shift its races to the USA Network, which reaches 86 million households, compared to NBCSN’s 80 million. The current $ 4.4 billion rights deal runs through 2024, after which NASCAR could run elsewhere.

According to advertising company MediaRadar, marketers have also declined. The company submitted data to CNBC showing 865 advertisers (for a total of $ 182 million) served NASCAR programs in 2020, up from 946 ads ($ 291 million) in 2019. MediaRadar collects advertising data from marketers through a variety of media channels including TV and online.

To counter this, NASCAR is aiming to attract attention by returning a dirt road across the Bristol Motor Speedway. Sport hasn’t seen this in over 50 years. And expect more marketing for popular drivers like 2020 champion Chase Elliott. Even the return of Larson, who was suspended for his mistake, engenders intrigue.

“The sport has a lot of momentum,” said Phelps. “And I think that will continue in 2021.”

The outside executives trust Phelps to deliver on time.

“Phelps is a smart marketer, a smart businessman,” Cohen said. “He understands – they have to change and adapt and adapt. He understands that they have to be different.”

Pyne added, “He’s a good person; a sincere person. I think he’s committed to doing the right thing.”

It’s the new NASCAR: a large, welcoming environment.

“We’re going to be disruptive,” said Phelps. “And we’ll be brave. And we’ll do it in our own authentic way. We’re not the NFL. We’re not the NBA. We’re NASCAR.”

Categories
Business

Co-ops in Spain’s Basque Area Soften Capitalism’s Tough Edges

If the Erreka Group had operated like most companies, the pandemic would have dealt a traumatic blow to its workers.

Based in the rugged Basque region of Spain, the company produces a wide variety of goods including sliding doors, plastic parts for cars and medical devices sold worldwide. When the coronavirus ravaged Europe in late March, the Spanish government ordered the company to close two of its three local factories, threatening the livelihoods of 210 workers there.

However, the Erreka Group prevented layoffs by temporarily cutting wages by 5 percent. It continued to pay workers who were stuck at home in exchange for promising that they would make up some of their hours when better days returned.

This flexible approach was possible because the company is part of a large collection of cooperative companies based in the city of Mondragón. Most employees are partners, meaning they own the company. Though Mondragón Corporation’s 96 cooperatives need to make a profit to stay in business – like any business – these businesses are designed not to distribute dividends to shareholders or shower stock options to executives, but receive the paychecks.

The concept of the cooperative may evoke ideas of hippie socialism and limit its value as a model for the world economy, but Mondragón is a really big company. The cooperatives employ more than 70,000 people in Spain, making them one of the largest paychecks in the country. They have an annual turnover of more than 12 billion euros. The group includes one of the country’s largest grocery chains, Eroski, as well as a credit union and manufacturers that export their goods around the planet.

“Mondragón is one of the landmarks of the social economy movement because of its size,” said Amal Chevreau, policy analyst at the Center for Entrepreneurship of the Organization for Economic Cooperation and Development in Paris. “They show that it is possible to be profitable and still achieve social goals.”

In a world grappling with the consequences of expanding economic inequality, cooperatives are gaining attention as a fascinating potential alternative to the established form of global capitalism. They emphasize a specific purpose: protecting workers.

The pandemic has highlighted and exacerbated the pitfalls of companies built to maximize shareholder returns. The closure of much of the world economy has driven unemployment and threatened workers’ ability to support their families and keep rent and mortgage payments up to date – particularly in the US. Government bailouts have emphasized protecting assets like stocks and bonds, empowering investors and leaving workers vulnerable.

In the corporate world, high profile initiatives have marked the beginning of a more socially conscious mentality. Last year, 181 members of the Business Roundtable, a leading group of executives, pledged loyalty to a new mission statement in which they pledged to conduct their business not only to enrich the shareholders, but also to supply other so-called stakeholder workers , Suppliers, the environment and local communities.

The pandemic was the first real test of the principles of stakeholder capitalism. The results have been reviewed, with one study showing that the promise’s signers did no better than the average company.

Many large corporations have distributed much of their profits to shareholders in the form of dividends and purchases of their own stocks, causing stock prices to rise. When the pandemic hit, many lacked the resources to weather a downturn, prompting managers to take vacations and lay off workers to cut costs.

Cooperatives were specifically set up to prevent such outcomes. They usually require managers to put the majority of their profits back into the company to prevent layoffs in times of need.

“Our philosophy is not to lay off people,” said Antton Tomasena, Managing Director of the Erreka Group. “We wanted people not to worry too much.”

While co-operatives are increasingly part of the discussion about updating capitalism, they remain confined to the limits of business life. They can be found in Italy and Belgium. In the north of England, the city of Preston has sponsored cooperatives as an antidote to a decade of national austerity. A number of Cleveland cooperatives have been organized by a nonprofit organization, the Democracy Collaborative.

In Mondragón, cooperatives date back to the rubble of the Spanish Civil War in the early 1940s when a priest, José M. Arizmendiarrieta, came to the area with unorthodox ideas about economic improvements.

The Basque Country, rich in ore, has long been the scene of industry, particularly steel making, but most of the workers were poorly paid. People usually started working when they were 14 and had little progress.

Updated

Dec. Dec. 29, 2020 at 5:11 pm ET

When the priest turned to the owner of a private vocational school to see if it was open to all, he was turned away. So he started his own now known as Mondragon University.

The priest saw cooperative principles as the key to raising the standard of living. In 1955, he persuaded five of the first few graduates of the local engineering program to buy a company that made heating systems and run it as a cooperative. They elevated workers to owners – partner is the term in art – with each one receiving a single vote in a democratic process that determines wages, working conditions and the proportion of profits to be distributed each year.

Over the decades numerous other cooperatives have established themselves and dominated the city’s economy. Each company is autonomous, but operates on a common set of principles, particularly the understanding that someone who loses a job in a cooperative has the right to take up a position with one of the others. If there is no work, the partners are entitled to vocational training plus unemployment benefits for up to two years.

In the United States, the executives of the 350 largest corporations receive roughly 320 times the typical worker, according to the Washington Economic Policy Institute. At Mondragón, executive salaries are capped at six times the lowest wage.

The lowest level is now € 16,000 per year (about $ 19,400), which is above the Spanish minimum wage. Most people earn at least double that and receive private health benefits, annual profit-sharing and pensions.

Each cooperative pays into a collective money pool that covers unemployment benefits and aid for struggling member cooperatives. When a crisis requires production to be limited, workers continue to be paid as usual, with residual amounts of working time that management can assign later.

The system proved robust during the global financial crisis of 2008, followed by the so-called sovereign debt crisis across Europe. Unemployment in Spain rose to over 26 percent. But in Mondragón, the cooperatives divided the pain into future hours through wage cuts and advance payments. Unemployment barely moved.

The crisis sparked the downfall of the original Fagor cooperative, which manufactured household appliances including refrigerators. This meant that almost 1,900 people were unemployed.

The Fagor collapse provoked talk that a weakness in the cooperative model had been exposed. Another type of business that has managed to maximize returns would have concluded much earlier that making refrigerators is a treacherous undertaking for a Spanish company given the stiff competition from low-wage countries in Asia. Endeavoring to keep jobs, Mondragón supported Fagor for years so as not to revive his fate.

Yet within six months of Fagor’s death, 600 of his former workers had found positions with other cooperatives, and the rest were receiving severance pay and early retirement packages, according to the group. As the leaders in Mondragón put it, the fact that Fagor collapsed while its employees were protected confirmed the value of the cooperative model.

“When a typical company goes bankrupt, we’re not saying that it is the end of the capitalist system,” said Ander Etxeberria, who oversees Mondragón’s communications.

In recent years the co-operatives have added contract and temporary workers who lack property rights, raising questions about whether the model can last as their business grows and competes with larger players. Many of Mondragón’s businesses have grown overseas, following their customers to Mexico, Brazil, China and numerous other countries. Most of the international subsidiaries are not cooperatives but traditional companies. They work under a loose guideline to improve local working conditions, but Mondragón leaders acknowledge that this is more aspiration than a reality.

Eventually, the Mondragón Cooperatives were created to improve livelihoods in Mondragón, not to reform labor markets worldwide.

“While the cooperative model protects people, it has to be competitive,” said Zigor Ezpeleta, who oversees social programs at Mondragón. “Otherwise it will go away.”

During the spring, when many Mondragón customers had to close their factories due to the pandemic, orders for parts fell. Production at the Mondragón factories dropped to 25 percent of capacity. The cooperatives responded with a 5 percent wage cut. Nobody was happy about it, but the opposition was limited.

Since then, almost all cooperatives have been working to capacity again, as the partners pay back the hours they were compensated for when the factories were closed. Overall, the cooperatives expect profitability for the year.

Mondragón cites its pandemic performance as evidence of its agility as well as the operational benefits of the trust that comes from a common goal.

“If you explain the situation very clearly and people know they own the company, you can make that kind of effort,” said Iñigo Ucín, president of Mondragón Corporation.

Most multinationals adapting to the pandemic tend to have divergent interests between shareholders and employees. Executives have continued to benefit from stock-based compensation promoted through public bailouts, even at companies that have resorted to layoffs.

At Mondragón, workers know that as owners they can benefit from sacrifices that strengthen their business.

“This is more than a job,” said Joana Ibarretxe Cano, production manager at the Erreka Group, whose plant was closed for the whole of April. “This is part of a team.”

The mother of two said she was concerned as the first wave of the pandemic unfolded – for her family, for the team she oversees, and for business. “Nobody likes not being able to go to work,” she said.

The way the company weathered the crisis has increased their confidence in the structure of their company. Their income was largely unaffected, even though the factory remained closed.

“The cooperative system has given us peace,” she said.

Rachel Chaundler contributed to the coverage.