NASCAR didn’t need old racist videos to resurface on the internet to know exactly what kind of company Barstool Sports is.
But the clips, which include Barstool founder Dave Portnoy repeatedly using the N-word, are just the latest examples of how NASCAR’s partnership with Barstool directly contradicts the governing body’s commitment to diversity and inclusivity. So if NASCAR wants that commitment to be taken seriously, it must end the deal now.
In a series of particularly disgusting video clips about Colin Kaepernick kneeling for the national anthem to protest racism and police brutality, Portnoy said, “I’m going to say something that’s racist,” before diving into a bigoted discussion comparing Colin Kaepernick to Osama bin Laden. Portnoy said the quarterback “looks like a terrorist,” while Barstool writer Kevin Clancy described him as having “terrorist skin,” among several other heinous remarks. They, along with Pardon My Take’s Dan Katz, also joke about blackface.
This is sadly nothing new for Barstool. A quick Google search would have offered NASCAR a litany of reasons not to partner with the sports website that famously traffics in racism, sexism and targeted harassment — including against a NASCAR reporter this season — while masquerading as sports commentary and comedy. So although Barstool’s, and its personalities’, toxic and demeaning behavior was thoroughly documented, NASCAR still teamed up with the company in 2019 for what the Sports Business Daily called a “paid media spend.” As the report noted, the partnership is likely an effort to appeal to a younger audience.
NASCAR never should have partnered with Barstool, and the cost of employing this avenue to recruit new fans surely alienates others, especially if they’re not cisgender heterosexual white men. But clearly, it thought the reach Barstool offers was worth ignoring the repulsive behavior of some of its biggest personalities and the content they create in the name of comedy.
That tradeoff is the antithesis of NASCAR’s commitment earlier this month to learn and fight racism within and outside of the sport while promoting an inclusive environment. And it can only be rectified by terminating the partnership, explaining why it was harmful and reinforcing its promise to grow and help create change.
When asked in an email about the racist videos and its partnership with Barstool, NASCAR had no comment.
A week after a Minneapolis police officer killed George Floyd and subsequent protests materialized around the country, NASCAR released a statement saying, in part:
“We must do better and our commitment to promoting equality and inclusion continues and will never waver.”
— NASCAR (@NASCAR) June 1, 2020
It reiterated that sentiment June 10 when it banned the Confederate flag from its events — an effort led by Darrell “Bubba” Wallace Jr., the only Black driver in the top-tier Cup Series.
And when speaking about the FBI’s investigation into a noose found in Wallace’s garage stall at Talladega Superspeedway, NASCAR president Steve Phelps — who spoke highly of the partnership with Barstool after it was extended — said:
“We want everyone with a love for racing to feel welcome and a part of our NASCAR family, and our industry is going to protect our own against anyone that feels differently.”
But the recently resurfaced Barstool videos, tweeted by the account @RzstProgramming, highlight Portnoy’s and Barstool employees’ behavior directly conflicting with NASCAR’s commitment.
Let’s not forget that Kyle Larson was once considered the most highly coveted upcoming free agent in NASCAR — until he said the N-word on a livestream during an iRacing event in April. After that, his sponsors, like McDonalds and Credit One Bank, bailed on him, and Chip Ganassi Racing fired the 27-year-old driver.
Those sponsors didn’t want to be associated with a driver who used a racist slur, so why is NASCAR OK with being associated with a partner whose founder repeatedly has as well?
NASCAR is making an effort to speak out against hate and promote inclusivity, and remaining partnered with Barstool — especially in lieu of these clips — sends the exact opposite message. NASCAR can’t have it both ways, and if it wants everyone to feel welcomed in the sport, ditching Barstool is an obvious next move.
Again, NASCAR never should have partnered with Barstool. But it chose the potential for an expanded fan base — which ultimately translates to money, obviously — over decency and humanity, while handing others a perfectly valid excuse to never engage with the sport.
If NASCAR wants to continue making good on its vow to fight racism and push for inclusivity, it needs to totally disassociate with Barstool. And to correct that ignorant and out-of-touch partnership, it must acknowledge why Barstool is toxic and then ensure it doesn’t welcome a racist and sexist voice into the sport with open arms and a check.
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