Jan 15 2009
Max Siegel and his new company to manage NASCAR’s Drive for Diversity initiative
DAYTONA BEACH - The National Association for Stock Car Auto Racing (NASCAR) has announced that Max Siegel and his new sports and entertainment marketing company, 909 Group, will be managing the industry’s Drive for Diversity initiative, which seeks to develop minority and female drivers and crew members.
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Siegel, along with a team to be announced, will take a hands-on approach on the day-to-day operations of Drive for Diversity; increase its reach inside and outside the sport; create mainstream marketing programs for the initiative; and further involve the entire NASCAR industry, particularly top-tier teams and sponsors.
“We are proud to have Max and his team managing the Drive for Diversity efforts. His strategic, operational and marketing experience will be a great benefit to the initiative and the entire industry,” said NASCAR Chairman and CEO Brian France. “We’re proud of the accomplishments of Drive for Diversity after just five seasons, and we expect Max’s involvement will take the initiative to the next level.”
Drive for Diversity seeks to develop minority and female drivers and crew members. The drivers, from many forms of racing nationwide, participate in an annual scouting combine for the opportunity to compete with an established NASCAR team in 2009 in the NASCAR Whelen All-American Series and NASCAR Camping World Series. Drive for Diversity also supports crew members who have the opportunity to compete with a NASCAR Nationwide Series or NASCAR Camping World Truck Series team.
The program is creating meaningful opportunities to widen the sport’s competitor base. NASCAR has been fortunate to see results from drivers like Marc Davis, a Drive for Diversity competitor who made a NASCAR Craftsman Truck Series start and ran several NASCAR Nationwide Series race in late 2008. In 2008, Drive for Diversity had its first participant Champion in Paulie Harraka who won the NASCAR Whelen All American Series title at All American Speedway. In addition, several crew members from the program have received full-time positions in one of NASCAR’s national series.
“I am excited about the opportunity to work with NASCAR on a broad range of initiatives to increase minority participation in the sport,” Siegel said. “My team and I look forward to continuing the work that NASCAR has done in the area of diversity.”
Before joining DEI in February 2007, as president, Siegel worked in sports and entertainment as a representative of athletes and musicians. When he joined DEI, he was the highest-ranking African-American team official in the sport.
Siegel also will rejoin the law firm Baker & Daniels in Indianapolis. He was a member of the law firm from 1992-94 before entering the music and athlete management business. The firm has an extensive sports and entertainment practice.
