Rallying Towards Capitalism: Why the World Rally Championship Needs North America

It is without a doubt that the WRC’s powerhouse lies in Europe. But no longer satisfied with current market sales, manufacturers are putting the heat on organising bodies to explore other options in order to engage a greater audience. Like Finland is the spiritual home to rallying, North America is the home of patriotic capitalism. A North American rally would be a grand addition to the championship, but it’s not just the locale of events rally sponsors want to change. North America is also the home of ‘made for TV sport’ that demands larger attendance and television audiences. Sponsors of the WRC are hungry, so let’s move Finland to America so we can all make more money.

I hope all readers were as uncomfortable reading that as I was writing it. I would not dare mention it but for shock value and to illustrate a point: why did it make you feel uncomfortable?

If we take a step backward and objectively evaluate our sport, I don’t see much wrong with it. Envision a rally car with the world’s best driver and co-driver on gravel or tarmac surface. The road their racing winds over remote mountain tops and cuts through deep ravines. Birds are chirping and fans are cheering. Echoes of a car can be heard for minutes before you see it. Whether you want to see a rally on your own or with 100,000 other people, you can! And you could do it all within the same day. The WRC has it all. So what are we chasing with all these changes? Quieter days? Busier stages? More Cars, teams and drivers? Our sport is perfect. Or is it money? Yes, its money.

For better or worse top tier sport is always driven by sponsorship. The sponsor’s goal is to look strong and perform well so people watching will want their product. The biggest sponsors in the WRC are the cars that Rally drivers compete in. Citroen, Ford, Hyundai, Toyota and Volkswagen are all sponsors of drivers that come with their own cars and teams to compete, in order to sell more cars.

Mucha Fiesta! I'd sure buy one. Car manufacturers have also expressed interest in another Latin American rally, due to its large car market.

There should be a healthy balance of give and take in all relationships. The world is either in or recovering from a great financial crisis (depending on your perspective) and sponsors have less money available to spend on WRC teams. Sponsorship is riskier so manufacturers are looking for greater security in their investments. Enter the FIA, the WRC’s governing body. Designed to keep the sport safe and fair, they are also responsible for keeping sponsors happy. Right now this means creating a larger viewership. We’re all familiar with 'made for TV sport'; Formula 1 and NASCAR. Rally Cross is a good example. These are single location Motorsports that are easy to film and broadcast live. There also “Less confusing” as has been suggested by some. Creating a larger audience is the stated goal of the FIA and the participating WRC teams. But at what cost will this endeavour come?

Talk of change is a great and positive thing. But as we discuss changes to rules and regulation for TV viewership we must remember there is a balance in every good relationship. This relationship is between the sponsors and the fans. The very fans that are buying their cars. Sponsorship is a good thing and it creates many exciting opportunities for sports. You’ll see me on the stage side wearing a Ken Block beanie and a NZWRT jacket on cold mornings because I know a small part of the money I paid will go towards the affiliated team. But without a governing body whose vision for a sport is uncompromised, sponsorship can dilute the very thing it’s trying to promote.

You're always in my way, Hella! But thanks for being a sponsor. I'd buy those lights too!

Changing the rules and format of a sport to better suit sponsors should be considered with great caution. Like a rally car approaching a blind crest without notes, it’s hard to tell what the result will be.

[Sponsors Message Here]

[WATCH THIS SPACE]

And with that I hope Rally America becomes a WRC event. It has huge potential to further promote the sport and attract more manufacturers. The sponsorship opportunities are endless. I’d also love the excuse to visit. Just not at the expense of Rally New Zealand.