By David G Firestone
Well, the Rolex 24 is behind us, and the Clash at Bowman Gray is upon us. With that, I’d like to discuss an aspect of the 2025 Clash that is becoming an issue, at least with me. This year’s Clash is sponsored by Cook Out. Ok, based solely on the name, what does Cook Out do as a business? Do they make grills? Do they make camping equipment? Are they involved in making custom outdoor backyards? Do they make food geared toward camping?
The answer is…none of the above. Cook Out is actually a local fast food burger chain. According to Wikipedia:
“Cook Out is a privately owned American fast-food restaurant chain operating in North Carolina, South Carolina, Alabama, Georgia, Kentucky, Mississippi, Tennessee, Virginia, and West Virginia. Founded in Greensboro, North Carolina, in 1989, the chain has since expanded and now has restaurants in over 100 cities. The chain itself has grown in size with many locations now spread throughout the Southeastern United States.”
The problem that I discussed is that Cook Out is such a generic company name, that it could be used in any number of categories. But this speaks of a larger issue in NASCAR in recent years. A decent number of companies are sponsoring cars, but aside from the company name, they give no information on what their company does. No product images, no slogans, no information at all is given.
Someone explain to me why this is a good idea. Advertising should cover two basic fundamentals: This is what our company does, and this is why you, the consumer, should use us. This isn’t even an oversimplification, just the basics of advertising over the last 200 years or so. Putting a logo or a company name with no other identifying info makes no sense, especially if nobody knows what your company does to begin with.
Here is an example of how a slogan helps out. Last year, Josh Berry was sponsored by a company called “eero.” What does this company do? Well, the slogan on the hood states: “The way WiFi should be.” Ok, that’s acceptable. I now know eero is involved with WiFi.
Many companies can’t figure this out. Here are some sponsors from the 2024 Cup Series that did not have any other info aside from their vague company names on the race cars:
Kubota
Zeam
Schluter Systems
Group 1001
USANA
Fanttik
Draiver
Leidos
Alltroo
Raptor
The Pete Store
Frontline Enterprises
Gener8tor
MotoRad
Ohanafy
Amptricity
City of Refuge
Now if I were to ask you what these companies do, would you be able to tell me? Seriously, based sole on the company name, what do they do? It’s not like these are all one-offs. Schluter Systems, Leidos, Raptor, The Pete Store, Frontline Enterprises, and Gener8tor have been sponsoring cars for some time, but I’m no closer to understanding who they are now than when they first started. In addition, two companies, C.H. Reed, and Coble Enterprises have slogans on the car, but the slogan is so vague, it’s difficult to decipher what these companies do.
I get that it’s possible to look these companies up on Google, but let me ask…why is that my responsibility? Why should I, the consumer, work to figure out if I need your company on Google, when you could add a slogan to the car THAT YOU ARE PAYING THOUSANDS OF DOLLARS FOR? This isn’t even a recent problem, it’s been going on for many years.
There should be a regulation stating that a slogan or company product should be displayed by a sponsor. Seriously, it will help, and really isn’t difficult to do. I do not understand the logic of spending the thousands of dollars to advertise your company but not telling us what the company does. It’s like the BASF commercials I grew up with. For years, BASF ran an ad campaign where they said “We don’t make the ___, we make it ___.” But BASF never actually explained what they did. Once they started adding “BASF The chemical company” at the end of their commercials, did they start making a whole lot more sense. Why it took them over 20 years to figure this out is a mystery. Bottom line, tell us what your company does when you sponsor a race car.
Now we get to another story that follows up on something I’ve discussed before. Nostalgia in wrestling needs to die. Many of the wrestlers of years past were assholes in one form or another. Nobody embodies this more than Hulk Hogan. His theme song is that he is a real American. That’s true, he’s selfish, greedy, opportunistic, racist, horrible with money, backstabbing, narcissistic, untrustworthy, and out of touch with reality. He has used multiple drugs over the years, steroids and otherwise.
He has a terrible attitude towards women. He has had multiple failed business ventures. He has had multiple extramarital affairs. He has had multiple failed marriages, lies about being a true Christian, was filmed having an affair with a friends wife. He also associates with right wing politicians and conspiracy theorists.
Since wrestling fans are more open, and accepting than in years past, Hogan is not a well-liked individual, both in and out of the wrestling business. When WWE Raw debuted on Netflix, WWE had The Hulkster come out and cut a promo on how great the fans were. Hogan is so reviled, that the fans booed him mercilessly. Hogan would go on to claim that the boos were because he was a Trump supporter. Well, The Undertaker had Trump on his podcast, and he got cheered. It wasn’t Trump, but who Hogan is that got him booed.
While Hogan had been advertised for the most recent Saturday Night’s Main Event, he was pulled from the show. He claims he did this to attend his son Nick’s wedding, but WWE clearly cut him from the show. This is part of the bigger issue. WWE has to come to terms that they can never truly distance themselves from Hulk Hogan and Vince McMahon, no matter how hard they try. They can’t rehab Hogan’s image, and they can’t remove McMahon’s influence.
This is just another reason that nostalgia in wrestling never works. It never has, and never will. Focus on the future, not the past.
Next week, more racing news, and my thoughts on the Clash
Sources cited:
Cook Out named sponsor for Clash at Bowman Gray Stadium