Schumacher’s aware that sponsor-poaching takes place but knows this expansion by SCAG is different.
“I feel like I helped (the sport) by finding SCAG. I think SCAG has done a magnificent job, spreading a little bit out,” Schumacher said.
Gloede said he’s “thankful” to have the opportunity to be involved, thanks to Schumacher.
“It’s not like any other sport that we’ve ever been a part of and we’ve sponsored other things. We’re very lucky to be partnered with drivers who do an absolutely amazing job of connecting with our customers,” Gloede said. “In our business we rely 100 percent on our dealers representing our brand out in the marketplace. And our dealers, they are engine guys. They’re horsepower guys. Most of them are wrenches and when we brought them to the track this last year, their eyes just lit up. They’re literally in the locker room when you’re in the pits.
“These guys were absolutely in love with being right there with the race team and watching when the car comes back (following a run), watching all the interaction with the crew,” Gloede continued. “Our employees have absolutely loved it. There’s not a better way to thank the people that have made our business successful. We’re able to give them an experience that is so unique.
“I signed on very slowly. I didn’t understand the impact, but I realized very, very quickly,” Gloede said. By that Sunday, race day, he said he “was talking to Joe (Maynard) already about, ‘How do we have a larger interaction? How do we make a larger impact?’”
Schumacher and Gloede understand one another, just as Schumacher and Maynard do. Gloede told him, “My advantage is being able to stand on the starting line, watch our funding cover (this excitement). We know we’re not going to get one more sale out of that. That’s OK.”
Schumacher said, “Love it.” He said Gloede’s perspective on it was ‘we’re already down on the starting line. It’s nice to be able to stay again for another class and watch true champions go out and do it.’ And I get that part of it.”
Of the Maynard-Ashley deal, Schumacher said, “Not a dollar of this car will go to fund (another) car trying to beat me. Doesn’t make Justin my teammate because Joe owns it. I love the guy (Ashley). I think he’s a great driver. I think (crew chief) Mike Green, the whole team, is great. But what makes him a teammate in NASCAR is being able to draft with someone. What can anyone out here do? We can’t even share information. They’re a Toyota car. Fund two cars, fund five. We need more cars out here. I wish everybody out here had a couple. But they don’t, because it’s an expensive sport.
“Joe’s doing what we love. He’s trying to build the sport we are in love with,” Schumacher added. “That’s what he wants to do. So if I can help out, let’s go. He’s good for the overall sport. I’m proud of Joe for jumping in and helping. None of that bothers me and the way I drive a car.”
So Schumacher has no jealousy, no possessive nature. When he was sidelined without funding, he made it clear he wasn’t looking for some quick money to get back on the race track and indulge his own whims. He was looking for a partner company he could help grow.
Like plunking a rock in a lake, Schumacher has produced concentric business circles, B2B connections that have in a short time forged networking and fresh opportunities for many.
Sometimes magic is so subtle the audience doesn’t recognize it. In this case, Tony Schumacher knows he still has the magic.
This story appeared in the August 30, 2023 edition of the SPEED SPORT Insider.
