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.”
Apr 23, 2014, 10:18 AM EDT
Andretti Autosport brings in a talented road-course ringer, Franck Montagny, for the inaugural GP of Indianapolis.
Apr 23, 2014, 10:05 AM EDT
Kimi Raikkonen owns critics who are questioning his motivation in typical Kimi style.
Apr 23, 2014, 9:41 AM EDT
Compass360′s cars will have “Art Car” design as created by an NF hero.
Apr 22, 2014, 9:19 PM EDT
Mike Conway’s come-from-behind IndyCar win at Long Beach nearly two weeks ago may have been a surprise to some. But it wasn’t a surprise to team owner Ed Carpenter or Conway himself. They both had confidence in each other for a strong run and a high finish – and the win was just an added bonus.
‘Rookie’ Kurt Busch, 1995 champ Jacques Villeneuve, three more to undergo Indy 500 orientation/refresher
Apr 22, 2014, 8:21 PM EDT
It’s been 14 years since Kurt Busch was last called a rookie. And even though Busch has a Sprint Cup championship trophy at home, he’s still a rookie open-wheel driver as far as the Indianapolis 500 is concerned.
Apr 22, 2014, 7:12 PM EDT
Red Bull’s anonymous “Spy” says that their main rivals are getting “rattled and sweating a bit.”
NASCAR AMERICA: Scan All 43 – Kurt Busch breaks winless streak, Jimmie Johnson and Jeff Gordon still without wins
Apr 22, 2014, 6:46 PM EDT
On Tuesday’s edition of NASCAR AMERICA, Leigh Diffey and Wally Dallenbach took a look back at the March 30th STP 500 at Martinsville Raceway and Kurt Busch’s win, which snapped an 83-race winless streak. We also look back at the rain-postponed Duck Commander 500 at Texas on April 7, as well as how Jeff Gordon and Jimmie Johnson, who have 10 Sprint Cup championships between them, but neither driver has visited victory lane yet in 2014.
Apr 22, 2014, 6:11 PM EDT
One of the most effective and successful pit crew coaches in the business has not only left Hendrick Motorsports, he’s also left NASCAR. Lance Munksgard, who had served as coach for the pit crews of both Jimmie Johnson and Dale Earnhardt Jr. since November 2011, has returned to his native Texas to work in his family’s business, according to MRN.com.
Apr 22, 2014, 5:30 PM EDT
A critical tweet from the three-time Indy 500 champion’s account – which he says came from his sister – has put him on probation through June 30.
Apr 22, 2014, 4:45 PM EDT
It’s another “Scan All 43″ showcase today, as Races 5-8 of this year’s Sprint Cup championship are profiled.
Apr 22, 2014, 4:23 PM EDT
If he had his way, J.R. Hildebrand would run the Indianapolis 500 tomorrow. The 2011 Indy 500 Rookie of the Year is looking forward to returning to the fabled Brickyard for this year’s edition of the 500 on May 25 for three primary reasons.
Apr 22, 2014, 4:00 PM EDT
He believes that a win last fall at Richmond was taken away from him and his SHR crewmates.
Apr 22, 2014, 3:32 PM EDT
After winning an Indianapolis 500 win (1986, with Bobby Rahal behind the wheel), two CART championships and five Indy Lights titles – Steve Horne went back to his native New Zealand two years ago. But Horne isn’t the retiring type. Nor is he part of a “Where Are They Now?” question. If anything, Horne is as busy as he’s ever been, both running his own team as well as serving as chairman of the V8 Supercars Commission in New Zealand and Australia.
Apr 22, 2014, 3:00 PM EDT
Late clutch problems force the former CART champion and F1 pilot out of a likely Top-10 finish.
Apr 22, 2014, 2:34 PM EDT
Whether it be NASCAR, IndyCar, NHRA or sports car racing, it’s become fairly routine for TV broadcasts to give in-car action during the course of a race. But it’s rare to actually see an entire race on video from the driver’s seat. That’s why we really enjoyed Mike Skeen’s video from last week’s Pirelli World Challenge GT race in Long Beach.
Apr 22, 2014, 2:01 PM EDT
The 20-year-old has been competing for Brad Keselowski’s Super Late Model team for the past two seasons.
Apr 22, 2014, 1:13 PM EDT
If Clint Bowyer is your heartthrob, it’s time to start looking for another as the Emporia, Kansas, native spent last weekend’s Easter break getting hitched to long time girlfriend Lorra Podsiadilo. In the Bahamas, no less.
Apr 22, 2014, 1:00 PM EDT
The son of the three-time F1 champion is shifting gears once again.
Apr 22, 2014, 12:00 PM EDT
His first two races with Target Chip Ganassi Racing haven’t yielded strong results, but the reigning Indy 500 champ tells an Indianapolis radio show that it isn’t the first time he’s had to rally.
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