Drive for Diversity

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The Drive for Diversity (D4D) program is a development system instituted by the American auto racing league NASCAR. The program's purpose is to attract minority and female individuals to the sport, primarily as drivers, but also including ownership, sponsorship, and crew member roles, and to attract a more diverse audience to the sport. Before an applicant is accepted into the program, their resumes are checked by NASCAR officials. The system is similar to a driver development program where applicants progress through minor-league and regional racing levels to prepare them for a possible shot at one of NASCAR's three national series. The program was started during the 2004 season by NASCAR marketing executives in order to attract female and minority fans and drivers to the historically white and male-dominated sport. The year before, Joe Gibbs Racing, along with former athletes Reggie White and Magic Johnson, had started a similar program.[1]

History and structure

2. Yarasheva, D. (2023, November 28). Sports, Culture, and Society. American Journal of Social Sciences and Humanity Research, 3(11), 152-163. 3. Spaaig, R. (2009, November 10). The social impact of sport: diversities, complexities and contexts. Journal of Sport and Social Issues, 12(9), 1109-1117.


Context

Several factors have been attributed to the absence of minorities in stock car racing. One is the costs of auto racing and dependency on sponsorship dollars, with many minority individuals and families lacking the capital to enter the inherently expensive racing world. Others believe that minority youths are more drawn to conventional "stick-and-ball" sports such as

Confederate flags in the infields of many tracks at both the regional and national levels. For these reasons, NASCAR has been slower to racially integrate than other major sports in the country.[2][3][4][5][6] In spite of the lack of minorities and women in the sport, some claim that on paper NASCAR provides a more-balanced playing field than other sports.[7]

The first and most notable

African American driver in the sport is Wendell Scott, a former bootlegger who broke the color barrier in the 1950s and raced competitively in inferior equipment and with sub-par support, while contending with discrimination and threats from fans and other drivers.[3] Scott's only win at the Cup Series level came at Jacksonville Speedway Park in 1963. The win and the trophy was initially given to Buck Baker, and Scott did not receive official recognition until a month later, when he was given a small wooden trophy with no nameplate.[3][4][8][6] Only seven black drivers have ever competed at NASCAR's top level, most notably Scott, Bubba Wallace, and Willy T. Ribbs.[4][8]

Female drivers have been equally scarce within auto racing.

Bill France, Sr.[10][11]
A total of 15 women have made starts in the Cup Series.

Origins

Main articles: Dodge, Bobby Hamilton Racing, and Joe Gibbs Racing

In 1999, manufacturer

Champ Car, was part of the continued diversity effort by Dodge (reentering Cup competition for 2001), selected from a test program that included Bill Lester and Tim Woods.[6][12] Ribbs ran 23 out of 24 races in the 8 Dodge Motorsports Ram truck (DNQing at Martinsville), finishing 16th in points but with no top 10 finishes. Lester ran 5 races in BHR's 4 truck with a best finish of 18th,[6] then replaced Ribbs in the 8 truck for the 2002 and 2003 seasons,[6][13] scoring a pole at Charlotte in 2003 and finishing 17th and 14th in points in the two seasons respectively. He would leave BHR after 2003 due to lack of sponsorship.[2][5][14] Female driver Deborah Renshaw moved into BHR's 8 truck in 2005, finishing 24th in points.[15] Erin Crocker also ran two races for BHR in 2005, before moving on to Evernham Motorsports in 2006 and 2007.[16][17]

In 2003,

NASCAR Weekly Racing Series.[3][18] Almirola and Bristol returned in 2005, with both drivers running number 92 to honor the late Reggie White.[19][20]

NASCAR involvement

The NASCAR-based program was conceived in the 1990s, officially implemented in 2004 by

Dodge Weekly Racing Series. The first Drive for Diversity combine, featuring 12 drivers and 28 pit crew members, was held in January 2004 at Hickory Motor Speedway in North Carolina, with five drivers and six crew members selected. After two seasons, several reports surfaced of teams not receiving adequate funds, while other teams owners did not supplement the NASCAR investment with additional funds, leading to limited results on the track. Another shortcoming of the early D4D classes was the age of the participants, as many of the drivers (such as Morty Buckles and Reggie Primus) were over the age of 30 and past their prime. Due to the lackluster performance, NASCAR cut ties with Access Marketing after 2008 and proceeded to hire Max Siegel (music executive and former president of Dale Earnhardt, Inc.) to revamp the program.[2][3][4][5][21][23][24][25]

In its current state, the program accepts around 6–10 drivers. 20 or so prospective drivers between the ages of 14 and 26 are invited to a testing combine, in which

West. In addition to investing $3 million in the program, Siegel himself is also responsible for finding sponsorship for the drivers.[3][4][23][26][27] Since the inception of the current program, Rev Racing has been fielding competitive rides with funding from companies such as Toyota, Nike, Inc., and Sunoco[28] and have had several drivers move on to the national series.[4]

The Drive for Diversity also includes a pit crew development program to identify and develop minority and female pit crew members. Like Cup Series teams, the program seeks out former competitive athletes (high school and college), then puts them through a combine which includes conventional drills and racing-specific drills. According to Siegel, the pit crew program has a 100 percent placement rate throughout NASCAR.[4][29]

Impact on NASCAR

Kyle Larson winning at Rockingham Speedway in 2012.

The overall impact of the D4D program and NASCAR's diversification efforts have been minimal, as the drivers from the program (in spite of their success at the regional level) are often starved of opportunities and sponsorship dollars once they graduate from the program.[24] ESPN analyst, team owner, and former NBA all-star Brad Daugherty acknowledges some progress, claiming the sport is "more inviting than it was [in the past]." But he also believes "owners are a little scared...Corporate America just isn't ready to take a lot of chances with their dollars on a non-known entity." Several drivers had left the program early in its history, citing issues with the equipment and resources provided to them.[30] Some state that the absence of funding is systematic across the sport, with many young drivers' careers being stalled out before they make it to a higher level or a more competitive ride.[23][31]

Into the 2010s, the diversity program's impact appears to be increasing,[32] with one of the biggest problems being the continued perception of NASCAR as an all-white and non-inclusive institution. Max Siegel stated that "the biggest barrier in diversifying audience is the perception," with D4D driver Dylan Smith noting that "people associate NASCAR so much with racism." NASCAR spokesperson Marcus Jadotte believes that the NASCAR fan base will broaden as more minorities and women move up through the sport's ranks.[33][9]

Some drivers, such as former Hendrick Motorsports and Rusty Wallace Racing development driver Chase Austin, have refused to join the D4D due to the possible stigma of affirmative action.[24]

Any impact still pales in comparison to other auto racing series, with the mixed Lewis Hamilton winning seven Formula One world championships since 2008, Antron Brown winning the 2012 NHRA Top Fuel championship, sisters Ashley, Courtney and Brittany Force running competitively in the NHRA's Funny Car and Top Fuel divisions, and several female drivers competing simultaneously at IndyCar's top level.[30][34]

Graduates

Nationwide Series
in 2013.

The most successful driver to go through the program is arguably

Sprint Cup Series car for 2014,[36] winning the Rookie of the Year award,[4] and earning his first win in 2016,[37][38] and soon winning the championship with Hendrick Motorsports
in 2021.

Darrell Wallace Jr.
in 2011.

Monster Energy NASCAR Cup Series team Richard Petty Motorsports in 2018.[41] He currently drives for 23II, co-owned by Michael Jordah, and finished Top 10 in the Cup standings in 2023. Wallace's career had historically been hampered at the national level by a lack of consistent corporate sponsorship,[4][23]
but that is currently not the case.

Daniel Suárez in 2016

Another JGR driver, Mexican-born

Stewart-Haas Racing in 2019.[47]
He currently drives for Trackhouse.

Other drivers from the program, however, have had their careers stall out after "graduating" from the program. This includes

Nationwide Series.[21][23]

Other drivers

DEI
in 2007.

Outside of the program, minority and female drivers continue to be scarce on the NASCAR scene.

Nationwide Series, Almirola was signed to drive for RPM in 2012,[49] winning at Daytona International Speedway in July 2014.[50][51]

Danica Patrick at Road America in 2012.

Former

Nationwide Series before signing with Stewart-Haas in 2012,[52] and going full-time in the Cup series for 2013.[53] Patrick is the first woman to win the pole for the Daytona 500, and the first rookie to win the pole since Jimmie Johnson in 2002. Patrick also ran the fastest pole speed for the 500 in 23 years, timing in at 45.817 seconds.[54]

Dodge Rams without factory support) often results in back-of-the-pack finishes for Cobb.[11]

Juan Pablo Montoya's Ganassi Dodge in 2008.

Colombian-born

Busch Series schedules with ppc Racing and Hendrick Motorsports respectively.[56]

From 2000 to 2007, African American driver Bill Lester was a mainstay in the truck series, driving for Bobby Hamilton Racing, Bill Davis Racing, and Billy Ballew Motorsports. Lester was a part of Dodge's and BHR's diversity initiative before signing with Davis on talent alone in 2004, and was notable for his strong qualifying efforts.[2][3] Lester also made two starts for Davis in the Cup Series, the first African American racer in the series since Willy T. Ribbs.[30] Mexican-born Carlos Contreras has also found longevity in the Nationwide and Truck Series,[59] but has only run three full schedules in his career (and none since 2002), with only 5 top 10s to his credit.

NASCAR internationally

Germán Quiroga's Net10 Wireless Toyota Tundra in 2013.

While diversity within NASCAR's top ranks may be slow, the sports' international influence has grown in the 21st century. Following successful

West. In 2009, the NASCAR Whelen Euro Series
was inaugurated.

Trackhouse Racing Team. The Canadian Series has produced D. J. Kennington, J. R. Fitzpatrick, Alex Labbé, and road course ringer Andrew Ranger. The Euro Series has produced Alon Day
.

Drivers

2024

Drivers Series Team
Andrés Pérez de Lara ARCA Menards Series Rev Racing
Lavar Scott
Nathan Lyons INEX Legend Cars Series
Cassidy Keitt
LaQuan McCoy, Jr.
Eloy Sebastián López Falcón NASCAR Advance Auto Parts Weekly Series
Lanie Buice
TJ DeCaire
Regina Sirvent

Source:[60]

2023

Drivers Series Team
Andrés Pérez de Lara ARCA Menards Series Rev Racing
Lavar Scott ARCA Menards Series East
Justin Campbell NASCAR Advance Auto Parts Weekly Series
Jaiden Reyna
Paige Rogers
Caleb Johnson INEX Legend Cars Series
Nathan Lyons
Eloy Sebastián López Falcón

Source: [61]

2022

Driver Series Team
Justin Campbell INEX Legend Cars Series Rev Racing
Quinn Davis INEX Bandoleros Series
Nathan Lyons
Andrés Pérez de Lara NASCAR Mexico Series
Eloy Sebastian López Falcón
Regina Sirvent
Katie Hettinger NASCAR Advance Auto Parts Weekly Series
Lucas Vera
Jaiden Reyna
Caleb Johnson ENASCAR
Jordon Riddick ASA STARS National Tour
Paige Rogers

Source: [62]

2021

Driver Series Team
Nick Sanchez ARCA Menards Series Rev Racing
Rajah Caruth ARCA Menards Series East
NASCAR Advance Auto Parts Weekly Series
Isabella Robusto NASCAR Advance Auto Parts Weekly Series
Lavar Scott
Regina Sirvent
Justin Campbell INEX Legend Cars Series
Andrés Pérez de Lara
Jaiden Reyna

Source:[63]

2020

Source:[64]

  1. Chase Cabre – ARCA Menards Series East
  2. Isabella Robusto – Whelen All-American Series
  3. Gracie Trotter – Whelen All-American Series
  4. Rajah Caruth – Late models
  5. Perry Patino – Late models
  6. Nick Sanchez – Late models

2019

Source:[65]

  1. Chase Cabre – K&N Pro Series Series East
  2. Ernie Francis Jr. – K&N Pro Series Series East
  3. Rubén García Jr. – K&N Pro Series East
  4. Brooke Storer – Whelen All-American Series
  5. Gracie Trotter – Whelen All-American Series
  6. Nick Sanchez – Late models

2018

Source:[66]

  1. Chase Cabre – K&N Pro Series Series East
  2. Ernie Francis Jr. – K&N Pro Series Series East
  3. Rubén García Jr. – K&N Pro Series East
  4. Ryan Vargas – K&N Pro Series Series East
  5. Nick Sanchez – Late models
  6. Isabella Robusto – Legends cars

2017

Source:[67]

  1. Chase Cabre – K&N Pro Series Series East
  2. Collin Cabre – K&N Pro Series Series East
  3. Rubén García Jr. – K&N Pro Series East
  4. Jay Beasley – K&N Pro Series East
  5. Macy Causey – Whelen All-American Series
  6. Madeline Crane – Whelen All-American Series

2016

Source:[27][68]

  1. Collin Cabre – K&N Pro Series East
  2. Rubén García Jr. – K&N Pro Series East; 2015 NASCAR Mexico Series champion.[68]
  3. Jairo Avila Jr. – K&N Pro Series East
  4. Ali Kern – K&N Pro Series East
  5. Enrique Baca – Whelen All-American Series
  6. Juan Garcia – Whelen All-American Series

Among the drivers not selected were

Natalie Decker.[27][68]

2015

Source:[32][69]

Kenzie Ruston drove for Rev Racing
in 2015.
  1. Devon Amos – K&N Pro Series East
  2. Jay Beasley – K&N Pro Series East
  3. Collin Cabre – K&N Pro Series East; one win (
    Dover), 10th in points.[68]
  4. Whelen All-American Series
  5. Ben Kennedy Racing[69]
  6. Dylan Smith – Whelen All-American Series

Among the 14 drivers not selected were

NASCAR Toyota Series champion Abraham Calderón and former D4D/Rev Racing driver Paige Decker.[32]

2014

Source:[70]

  1. Devon Amos
  2. Jay Beasley – two top fives in K&N East Series
  3. Paige Decker
  4. Ryan Gifford – one top five in K&N East, one Nationwide race for Biagi-DenBeste Racing (20th place in Iowa)
  5. Sergio Pena – One K&N East win
  6. Xfinity Series
    in 2015

2013

Ryan Gifford scored a top 10 at Iowa in the Nationwide Series for RCR in 2013.

Source:[71]

  1. Annabeth Barnes
  2. Mackena Bell – K&N Pro Series East: 2 top fives, 13th in points
  3. Ryan Gifford – K&N Pro Series East: Win at Richmond, 11th in points; finished ninth in Iowa Nationwide race
  4. Jack Madrid
  5. Bryan Ortiz – K&N Pro Series East: 2 top fives, 10th in points
  6. Daniel Suárez – NASCAR Toyota Series (3 wins, 2nd in points), K&N East (one win, third in points)

2012

Sprint Cup Series for Ganassi
.

Source:[72]

  1. Jorge Arteaga – K&N Pro Series East – two top tens, 14th in points
  2. Mackena Bell – Whelen All-American Series
  3. Trey Gibson – Whelen All-American Series
  4. Ryan Gifford – K&N Pro Series East – 11th in points, two top fives, three top tens
  5. Camping World Truck Series events, including second at Phoenix; currently driving in the NASCAR Cup Series for Hendrick Motorsports
  6. Bryan Ortiz – K&N Pro Series East, fifth in points, two top fives, nine top tens

2011

Source:[73]

  1. Jorge Arteaga – Whelen All-American Series
  2. Mackena Bell – Whelen All-American, ran six K&N Pro Series East races
  3. Jessica Brunelli – Whelen All-American, ran four K&N Pro Series West races in 2011
  4. Michael Cherry – K&N Pro Series East, 14th in points
  5. Trey Gibson – Whelen All-American
  6. Ryan Gifford – K&N Pro Series East, tenth in points
  7. Tayla Orleans – Whelen All-American
  8. Bryan Ortiz – Whelen All-American
  9. Sergio Pena – K&N Pro Series East – Won races at South Boston, Hampton, and Greenville, fifth in series points
  10. Darrell Wallace Jr. – K&N Pro Series East – Won at
    Dover International Speedway
    ; pole positions at South Boston, Loudon, and Dover, second in series points

2010

Roush Fenway Racing
.

Source:[74]

  1. Mackena Bell – K&N Pro Series East
  2. Jessica Brunelli – Whelen All-American Series
  3. Michael Cherry – Whelen All-American Series
  4. Ryan Gifford – K&N Pro Series East – First African-American to win a pole position in series (June 6 at Martinsville Speedway)
  5. Katie Hagar – Whelen All-American Series
  6. Paul Harraka
    – K&N Pro Series West
  7. Rebecca Kasten – Whelen All-American Series
  8. Sergio Pena – K&N Pro Series East
  9. Megan Reitenour – Whelen All-American Series
  10. Jason Romero – Whelen All-American Series
  11. Darrell Wallace Jr. – K&N Pro Series East – In March 2010, he won the race at Greenville-Pickens Speedway and became the first African-American and the youngest driver to win in the series.[75] He also won the Lee USA Speedway event in July. Overall, Wallace finished third in points and earned series Rookie of the Year honors.[76]

2009

Source:[77]

Natalie Sather's car at Evergreen Speedway in 2009.
  1. Mackena Bell
  2. Kristin Bumbera
  3. Michael Cherry
  4. Jonathan Gomez
  5. Katie Hagar
  6. All-American Speedway
    en route to series Rookie of the Year honors and fourth in the standings.
  7. Laura Hayes
  8. Juan Pitts
  9. Megan Reitenour
  10. Natalie Sather
  11. Jonathan Smith
  12. Emily Sue Steck

2008

Dale Earnhardt, Inc
.

Source:[79]

  1. Kristin Bumbera
  2. Michael Cherry
  3. Michael Gallegos
  4. Paul Harraka
  5. Jesus Hernandez
  6. Lindsey King
  7. Lloyd Mack
  8. Jonathan Smith

2007

Xfinity Series
.

Source:[80]

  1. Michael Gallegos
  2. Paul Harraka
  3. Jessica Helberg
  4. Jesus Hernandez
  5. Peter Hernandez
  6. Lloyd Mack
  7. Jonathan Smith

2006

Truck Series
.

Source:[81]

  1. Chris Bristol
  2. Brianne Cronrath
  3. Marc Davis
  4. Allison Duncan
  5. Paul Harraka
  6. Jessica Helberg
  7. Jesus Hernandez – Signed to a development contract with MB2 Motorsports.[25]
  8. Peter Hernandez

2005

Driver Series Team
Morty Buckles
NASCAR Weekly Racing Series
 Belnavis Racing
Brianne Cronrath
Allison Duncan
Bill McAnally Racing / Richard Childress Racing
Sarah Fisher[82]
Michael Gallegos
Joe Henderson III[83][84] MB2 Motorsports
Jesus Hernandez
Tommy Lane Evernham Motorsports
Terri Williams

Source:[85]

2004

Driver Series Team
Morty Buckles
NASCAR Weekly Racing Series
 Belnavis Racing
Bruce Driver
SCORE Motorsports
Allison Duncan BH Motorsports
Joe Henderson III Bobby Hamilton Racing
Reggie Primus Innovative Motorsports

Source: [86]

Teams involved in the Drive for Diversity

Current

Former

Minority and female-owned teams in NASCAR

Current

Former

See also

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External links

Further reading

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