THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Tuesday, June 6, 1995 TAG: 9506060373
SECTION: SPORTS PAGE: C1 EDITION: FINAL
SOURCE: BY HARRY MINIUM, STAFF WRITER
DATELINE: VIRGINIA BEACH LENGTH: Medium: 70 lines
They began lining up at noon. And by 5 p.m., more than a thousand fans were waiting patiently in front of The Family Channel's corporate headquarters for the chance to walk away with Ted Musgrave's autograph.
``It's not often that drivers come'' to Hampton Roads, said Jimmy Bruno, a Virginia Beach construction worker, as he proudly displayed two autographed photos. ``I wouldn't have missed it.''
Fans brought T-shirts, pennants, miniature cars and even checkered flags for Musgrave to sign. Hundreds asked him to pose with family or friends for pictures.
The occasion was The Family Channel's first NASCAR Appreciation Day, and it was a celebration of the unusual, 2-year-old marriage between The Family Channel and NASCAR.
The Family Channel was the first, and remains the only, television network to sponsor a NASCAR driver, and it was something of a gamble. The cable network was founded by Pat Robertson and spawned from the Christian Broadcasting Network, yet has joined forces with the Winston Cup series, which is sponsored by a tobacco company and derives much of its revenue from breweries.
But judging from the smiling faces among network executives, it was a shrewd move.
``The marketing impact has been phenomenal,'' said John Damoose, executive vice president of marketing for the network. ``NASCAR is tremendously popular.
``We look for nontraditional marketing opportunities, and this is as nontraditional as they get in the television business.''
Nontraditional and effective. The Family Channel car is seen by millions the 32 weekends per year in which Winston Cup races are televised. Purchasing the same kind of air time with advertising would cost millions, Damoose said.
It helps that Musgrave fits the network's All-American image. The Illinois native is a family man, with three children and a wife upon whom he dotes. He's well-spoken, with chiseled good looks and a reputation for clean racing.
``We built a company on the fact there there is a huge market out there looking for good, wholesome entertainment,'' Damoose said. ``Ted stands for the same things we do.''
The sponsorship was a huge boost for the 39-year-old Musgrave, whose best finish was fifth in four seasons before joining the Family Channel. Last year, his first with network and team owner Jack Roush, he won three poles and finished 13th in the championship points race. This season he is fifth in the point standings after Sunday's third-place finish in Dover.
He credits his meteoric rise to Roush and The Family Channel.
``I remember when I had three cars and two engines,'' he said. ``I really had to take care of that stuff. Now I've got unlimited cars and the best crew. That's the difference. We should be doing well.''
Much of that hardware was on display Monday. His car from the Dover race, along with his crew's trailer, a spare car in the upper compartment of the trailer and even the dozens of tool chests were opened to the public.
All he lacks is a Winston Cup victory. The No. 16 Family Channel Ford has been second, third twice, fourth and fifth in 12 races this season.
``Our goal is to be in the top five every race,'' he said. ``But if I keep putting myself in that position, eventually we'll get it.'' ILLUSTRATION: Color photo by L. Todd Spencer, Staff
Teresa McPheeters had driver Ted Musgrave sign her T-shirt Monday in
Virginia Beach.
by CNB