Randy Bernard saddles up, takes reins of IZOD IndyCar Series
by Tony Johns on Feb 2, 2010 4:07 PM EST
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A professional bull rider needs to stay on his mount at least eight seconds for a full ride. It's called the "most dangerous eight seconds in sports."
With all due respect to bull riders, eight seconds on a bucking bull may seem like child's play to Randy Bernard after spending some time trying to rein in the disparate factions of the Indy Racing League.
Bernard was announced today as the new CEO of the IRL, IZOD IndyCar Series and Firestone Indy Lights Series at a press conference in Indianapolis.
Randy Bernard IRL CEO Press Conference
Bernard was approached for the job by Josie George, daughter of Mari Hulman George, sister to Tony, and member of the Hulman-George companies' boards. Ms. George apparently made a convincing argument to Bernard, because he agreed to take the IRL job without having ever seen an IndyCar race before and knowing next to nothing about the sport in general.
Inexperience aside, Bernard is fortunate that the PBR shares some characteristics with IndyCar racing - it is a specialized niche in a high-stakes, dangerous sport with a smallish but passionate fan base. But what is most interesting is that PBR began its life as an athlete-operated interest, established to give the bull riders more control over the sport and earn more money - a situation very similar to the formation of the CART series in 1979. Considering the similarities in ego and disparate interests that PBR athletes likely share with the IndyCar team owners, Bernard's ability to compromise and manage those interests and egos might end up being his greatest asset. Since PBR is also a VERSUS sports property, Bernard has a standing history with the network which should be a positive for the IRL.
IndyCar fans skeptical of Bernard's acumen might be heartened by the fact that Time magazine named Bernard as one of the best sports executives of 2008, thanks in large part to the fact that PBR is now a $100-million brand that is flush with sponsorship and celebrity investors like Wayne Gretzky and John Elway.
On the heels of the press conference, Bernard spoke directly to IndyCar fans in a brief YouTube video:
Randy Bernard's hiring comes at a critical moment in IndyCar history, just weeks after the resignation of Tony George from the league. While the series is flush with new money and enjoying an aggressive promotional campaign thanks to new sponsor IZOD, serious questions remain over the direction of the series and indeed its very viability in a slumping sports market and tough economic times.
The 43-year-old Bernard will take over officially on March 1, 2010.
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New IZOD IndyCar CEO
I voted for cautiously optimistic. While I am a little concerned about Randy Bernard’s lack of experience with racing, the fact is that none of us-especially those who claim that this isn’t going to work, and cite as their “proof” Andrew Craig and Joe Heitzler’s CART struggles-the FACTS are that unless you know for real the reasons for Craig’s and Heitzler’s struggles, you cannot say that Randy Bernard will succeed or fail as IndyCar CEO. I am very willing to give him a proper chance to show that he can do the job. And I have faith that Josie George and the Hulman-George family know FAR better than any member of the Message-Board Mafia what the true story is and what can and needs to be done. I wish Mr. Bernard all the best in his new role-considering the slings and arrows already being fired-he also needs a very hard shell.
by Ironcurtianantihero on Feb 2, 2010 9:43 PM EST reply actions
I think a guy who pal’ed around with bull riders for 15 years is probably pretty tough… :)
You are validating my inherent mistrust of strangers.
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cautiously optimistic
I too am cautiously optimistic. But I couldn’t help writing this up when I saw the name, because I’m an immense smartass.
http://tcmso.blogspot.com/2010/02/izod-indycar-series-finds-their-man.html
Bill Polian has forgotten more about football than you ever have or ever will know.
No Other Choice
I have no other choice than to be cautiously optimistic. It’s either that or give up watching it. My biggest concern is that open-wheel racing is not a new entity like bull-riding (although I suppose rodeos have been going on for years). I hope through his crash course at the HOF Museum, he can quickly come to appreciate what the traditions of this sport have meant to so many people that have been following it for so many years.
It will be hard for him to have a lot of credibility when he talks about passion for a sport he has never witnessed or admittedly knows nothing about. On the bright side, he does seem to be a good face for the league, which is desperately needed. TG never conveyed enthusiasm to an outsider, although we who follow the sport knew it was there. The ramblings of Jeff Belskus would have put anyone to sleep. Hopefully, his background in marketing and promotions will pay off quickly. There’s not the luxury of “ramp-up” time.
Hopeful
I’m very excited about the new CEO. I hope he works very hard today and in the future for North American open wheel racing.
Does North America need a racing tv channel?
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