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.”
Mar 11, 2014, 9:45 PM EDT
Sports car racing meets “It’s a Wonderful Life.” With dinosaurs.
Mar 11, 2014, 9:18 PM EDT
NBCSN’s Leigh Diffey and Wally Dallenbach discuss the team’s quiet start to the 2014 Sprint Cup season.
Mar 11, 2014, 7:06 PM EDT
Cooling units are now allowed on pit road and cool-down laps on track are banned.
Mar 11, 2014, 5:48 PM EDT
All the notes and numbers to keep in mind going into Thunder Valley.
Mar 11, 2014, 4:50 PM EDT
Be sure to have your username and password from your cable/satellite/telco provider handy so your subscription can be verified for access to the Live Extra stream.
Mar 11, 2014, 4:31 PM EDT
The saga continues as Smoke and Darrell Waltrip head for Texarkana.
Mar 11, 2014, 3:24 PM EDT
Tennessee’s Butch Jones and Virginia Tech’s Frank Beamer will take part in pre-race duties for the Food City 500.
Mar 11, 2014, 2:47 PM EDT
RBR’s team principal also tags Merc’s Lewis Hamilton as the favorite for the world title.
Mar 11, 2014, 2:26 PM EDT
All TV times for this year’s F1 on NBC Sports schedule.
Mar 11, 2014, 2:00 PM EDT
Eddie Irvine became a Grand Prix winner 15 years ago this month, at Melbourne.
Mar 11, 2014, 1:50 PM EDT
Paul Wolfe notes that Bristol’s tight confines could lead to more issues in qualifying this weekend.
Mar 11, 2014, 1:00 PM EDT
Twice in eight years, Jeff Gordon and Matt Kenseth have been contact magnets at Bristol.
Mar 11, 2014, 12:15 PM EDT
Two strong Tudor teams make driver announcements going into Sebring.
Mar 11, 2014, 12:00 PM EDT
Two of IndyCar’s rising stars welcome the 1995 series and Indianapolis 500 champion back to open wheels.
Mar 11, 2014, 11:00 AM EDT
How cars handle series-issued BoP changes and Sebring’s punishing layout will likely determine who wins Saturday.
Mar 11, 2014, 10:30 AM EDT
The team had recently signed Collection Auto Group and Castrol as sponsors late last month.
Mar 11, 2014, 10:00 AM EDT
IndyCar star looks to go one better after four straight class runner-ups at Sebring.
Mar 11, 2014, 9:00 AM EDT
Outside of IndyCar’s power teams, Justin Wilson and Dale Coyne Racing remain one of the top underdogs.
Mar 11, 2014, 8:00 AM EDT
Year 2 for Graham at RLL should, on paper, be substantially better than Year 1.
Mar 10, 2014, 7:16 PM EDT
The F1 supremo is bracing for an unpredictable year in the series.
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