Feb 18, 2014, 10:00 AM EDT
But this year will also see Burton – universally respected and known among fans and media as “The Mayor” of the Sprint Cup garage – contribute to NBCSN’s new “NASCAR AMERICA” daily show that debuts on Monday at 5 p.m. ET.
Come 2015, he’ll move into a full-time analyst role with NBC Sports Group as it officially begins coverage of Sprint Cup and Nationwide Series racing.
Recently, MotorSportsTalk had the privilege of talking with him about a variety of topics. Today, you’ll see his thoughts on transitioning into the broadcast booth, and tomorrow, you’ll read about his role with MWR and his insights on the upcoming season – which starts Sunday with the Daytona 500.
What sort of impact did the NBC position have on you pulling back to part-time driving? Or had the pulling back part been on your mind before it opened up?
“The NBC thing certainly moved the ball. I knew 2014 was going to be my last full year. I had made up my mind on that. And the timing of NBC – that was going to be real convenient. We had a lot of conversations about it and it felt like that was going to work out. But then the opportunity to do [NASCAR AMERICA], being involved with that and being able to actually spend the time I need to spend – all that felt right to me.
“It just felt like the timing was right and I’ll be honest – and I’m not saying this because I’m talking to [an NBCSports.com writer] – the opportunity to work with NBC was very appealing to me. The reason I say that is I watch NBC Sports and I watch the way they cover sports, and I like it. It feels right to me. It feels very professional. It fits who I am…It’s not about self-promoting, it’s about what’s going on and that fits me. And that pushed me to make a decision that I wasn’t sure I was ready to make [laughs]! It became a lot easier to make it.”
How important is it to have the support of a company like NBC Sports as you transition from driving to the broadcast booth?
“We’re doing it first class and we’re doing it right. That’s been my belief forever – if you put an effort in to do it right, then there’s the opportunity for it to come out right. You go into it, put a half-hearted effort into it, and you can pretty sure you’re gonna get a half-hearted result. Sitting down with [NBC Sports/NBCSN executive producer] Sam Flood and [NBC Sports Group vice president of NASCAR production] Jeff Behnke and really understand how they wanted to cover the sport, I became very excited about it and was very energized and enthusiastic.
“And then the people they’ve gone out and gotten – I mean, going in with [Sprint Cup crew chief] Steve Letarte, that’s a big deal. He’s going to be unbelievably good. And [play-by-play announcer] Rick Allen – I mean, we’re 18 months away from doing our first [race] broadcast, but they knew who they wanted and they got ‘em. That shows you the kind of company they are: “This is what we want. We’re gonna go make it happen.”
“They’ve could’ve easily said, ‘Well, let’s just see what happens.’ But they went and said, ‘Hey, let’s jump on it now,’ and by doing that, they put something in Steve Letarte’s head…It just goes to show, if you’re dedicated and committed and you go after it, you can make good stuff happen. That’s the way I view it. They went head-first into this to get the best team they could and hopefully, we live up to it. We’ve got a lot of work to do. But they got all their No. 1 draft picks.”
A common refrain we’ve heard involving NASCAR in recent years is that the younger fans are leaving it behind. How do you, Rick and Steve intend to convey the excitement of the sport to those fans and have them maybe take another look?
“First of all, there are so many stories in the sport: We’re not gonna have to create stories. What we need to do is telling more stories, more about what’s going on and not just about the Top 5 guys running [in a race]. We need to talk about technology. We need to talk about the things going on in the car with the drivers in specific ways. We need to get creative in how we not only talk about it, but how we allow viewers to visually understand it from a technology standpoint, strategy standpoint, and driver’s standpoint. All those things create opportunities.
“I believe that young people still like cars. I’m around them all the time, as my son races and my daughter just turned 18 years old. She has a lot of friends that are buying their first cars and just started driving, and my son’s around kids that race. Kids love cars. Kids love to drive. They still do. Is it different? Yeah. It used to be we’d take the car, change the engine in it, and that’s not going on [as much] today, but they still love to drive and still love cars. We’ve gotta get them back to being excited about racing!
“We can do that. There’s a lot of ways to do that. There’s nothing about racing that kids don’t like. It’s exciting, it’s fun, it’s loud, it’s in your face, it’s action. We just need to find a better way to present it to them. I’m confident we can do this. But it’s going to take some work. If we try to do it the way everybody else has done it, we’re gonna get the same result and we need to go into this looking for better results.”
(NOTE: The following is part of the answer to the previous question, but it wound up focusing on the competitive drive of the on-air team. We think it’s a good look into Jeff’s personality, so we’ve kept it in. – MST)
“In regards to the competition, nothing personal, but we intend to be the best. NBC intends to cover racing better than everybody else. It’s a competition. And I’ve been in competition my whole life. Rick Allen’s been a competitor [three-time All-American decathlete, University of Nebraska]. Steve Letarte’s been a competitor. We’re competitive people! And Sam Flood, too [college hockey captain]. We want to be the best. We want to take it to ‘em – nothing personal, but we want to take it to ‘em. And that’s what we intend to do.”
What would be a sign of success to you in this role?
“When fans say to me, ‘I understand more today that I ever have. Racing is more fun to watch. This is fun. I know more about the sport than I used to know. I understand the rules more, I understand the process more.’ That’s a success. When I run into fans – it’s not about promoting me. It’s about telling the story of the sport. I don’t want people walking up to me, telling me how great I am.
“I want to them to walk up to me and say, ‘This sport is awesome.’ Because if they do that, then we’re doing our job…We have a great sport. We’ve got to get some energy back into it. We’ve gotta get people understanding how great it is. And everybody’s trying. It’s not like we’re the ones going to be trying. But we’re going to try and bring a fresh approach to it, a new approach to it.”
Oct 19, 2014, 9:00 PM EDT
The Captain doesn’t mind some emotion and edge from his veteran driver.
Oct 19, 2014, 8:19 PM EDT
If you’re a hardcore NASCAR fan, even if your favorite driver has been eliminated for the remainder of the Chase for the Sprint Cup, you’re probably asking a very poignant question: Now what?
Oct 19, 2014, 7:43 PM EDT
Newman finished fifth in today’s race at Talladega and entered the Eliminator Round of the Chase with a 27-point cushion over the cutoff.
Oct 19, 2014, 7:00 PM EDT
While they’re still missing a checkered flag, Newman and Kenseth are doing what they have to do.
Oct 19, 2014, 6:33 PM EDT
Hendrick Motorsports began Sunday at Talladega with four teams still in the Chase for the Sprint Cup. But its race day ended with three of those four eliminated from advancing to the next round, and veteran Jeff Gordon left as the lone HMS to move on.
Oct 19, 2014, 6:01 PM EDT
Defending Sprint Cup champ Jimmie Johnson, teammates Dale Earnhardt Jr. and Kasey Kahne, and Kyle Busch were all eliminated from advancing in the Chase Sunday at Talladega.
Oct 19, 2014, 5:46 PM EDT
One week after being part of the post-race controversy in Charlotte, Keselowski gets the victory he needed to keep his season going.
Oct 19, 2014, 5:35 PM EDT
Dale Earnhardt Jr.’s dream of his first Sprint Cup championship this season ended in a nightmare two laps from the end of Sunday’s Geico 500 at Talladega Superspeedway.
Oct 19, 2014, 4:47 PM EDT
Busch had been up 26 points over the Chase cutoff going into today’s race.
Oct 19, 2014, 3:55 PM EDT
Dale Earnhardt Jr. and Jimmie Johnson – in must-win situations – have been among the top performers in Sunday’s Geico 500 at Talladega Superspeedway.
Oct 19, 2014, 3:27 PM EDT
Keselowski one of several drivers needing a win today at Talladega.
Oct 19, 2014, 2:59 PM EDT
When it comes to the NHRA, there’s only one Pomona. And now there’s a new book to commemorate the upcoming 50th anniversary of the season-ending NHRA World Finals.
Surprising revelation: Dale Jr. admits he coasted earlier in his career — ‘I just rested on my legacy and last name’
Oct 19, 2014, 2:22 PM EDT
In one of the most candid interviews of his career, Dale Earnhardt Jr. admitted that he hasn’t always been as determined and focused on success as he is now.
Oct 19, 2014, 2:00 PM EDT
The motorsport world continues to send its support to Bianchi and his family two weeks on from his accident in Japan.
Oct 19, 2014, 1:12 PM EDT
One day after it was revealed that Richard Petty Motorsports will have to find a new base for its racing operations, the legendary Hall of Famer’s teams are going home in a sense.
Oct 19, 2014, 12:15 PM EDT
Junior: “We’re going to go out there and try to accomplish that goal and give it all we’ve got.”
Oct 19, 2014, 12:00 PM EDT
Esteban Ocon champion as the FIA F3 European Championship season comes to an end at Hockenheim in Germany.
Oct 19, 2014, 11:00 AM EDT
Former F1 driver will consider his options for 2015 over the winter.
Oct 19, 2014, 10:00 AM EDT
They named him “Baby Schumi” back in 2008, and the moniker is becoming all the more relevant as he prepares for life with Ferrari in 2015.
Video from NASCAR America
- Roger Penske defends Keselowski, says other drivers “jealous” of his success 0
- What now if your favorite driver is eliminated from Chase? 1
- Brad Keselowski wins at Talladega on 2nd G-W-C attempt, advances in Chase 10
- UPDATED: Chase contender Kyle Busch back on track after Lap 102 crash (VIDEO) 0
- Faced with must-win scenarios, Earnhardt, Johnson lead halfway at Talladega 0
- Surprising revelation: Dale Jr. admits he coasted earlier in his career — ‘I just rested on my legacy and last name’ 0
- With nothing left to do but win, Dale Earnhardt Jr. faces Talladega with optimism 0