CHARLOTTE, North Carolina — Max Siegel will leave Dale Earnhardt Inc. at the end of the month to manage the Drive for Diversity program which aims to develop minority and female drivers in NASCAR.
Siegel spent the last two seasons as head of global operations for DEI, which was run by the late Dale Earnhardt’s widow, Teresa. But Siegel’s role diminished when DEI agreed to merge with Chip Ganassi Racing in November.
Siegel now takes over Drive for Diversity, which he will try to build into a successful program with participation from top-tier teams and sponsors.
“We’re proud of the accomplishments of Drive for Diversity after just five seasons and we expect Max’s involvement will take the initiative to the next level,” NASCAR chairman Brian France said Wednesday.
The D4D program pulls together drivers from various forms of racing for a two-day combine that could lead to a job with a race team in a low-level NASCAR series. The program also searches for qualified crew members.
Among those who have benefited from the program are Marc Davis, who raced in both the Nationwide and Truck Series last season, and Paulie Harraka, who won the NASCAR Whelen All-American Series title. Several crew members from the program also landed full-time positions in one of NASCAR’s national series.
But Siegel said he aims to make the program more credible both in and outside of NASCAR, improve its marketing and lure more money into the initiative. There are currently no minority drivers in NASCAR’s top two series.
“We have to operationally develop really close relationships with the top-tier teams,” Siegel said. “I want to improve the criteria for the teams that are selected. Increase the funding from sponsors and really make sure the equipment the kids are getting is proper for their development. Then we have to train the kids to make them more marketable.”
Siegel, who left his position as a vice president with Sony BMG Music Entertainment to join DEI in late 2006, has reconnected with his former law firm, Baker &Daniels. Through that relationship, he’s working to start a new company that will focus on strategic business initiatives and marketing, and he believes he’ll continue to consult with Earnhardt-Ganassi in that role.
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