NASCAR: Eddie Gossage's billboards always a show in themselves

Who needs Las Vegas-style flashing lights to sell tickets, when you have an honest-to-goodness controversy in NASCAR?

Passive is not a word in Texas Motor Speedway president, Eddie Gossage's, dictionary.

At a time when crowd numbers are down Gossage will find a way to keep interest up and, with that, ticket sales.


Gossage's latest foray is a new billboard campaign showing an airborne #12 of Brad Keselowski while, Carl Edwards, in the #99 goes driving by, quoting Robin Pemberton's NASCAR's vice president of competition's, words "have at it, boys," rubber stamped "approved," in bold red ink.

While it takes more than billboards to fill up the huge stadium, Gossage has the heart of an old-time promoter combined with the brains of a 21st century businessman.

He's as comfortable with fans, who he will correspond with from time-to-time, as celebrities and media.

To help get the word out he writes a regular blog for the ESPN Dallas.com website, which helps explain his philosophy.

Recently he explained his "Approved," campaign.

"Our ad campaign is entitled, "Approved." You have perhaps seen the ads and the billboards. A shot of Jimmie Johnson's crumpled car with the headline, "Door Dings. Approved." Or a shot of a wild-eyed Juan Pablo Montoya, headlined, "Road Rage. Approved." Or a shot of Joey Logano's car flipping over and over reading, "Tailgating. Approved."

Who approved it? I don't know. You? Me. Some other fan? Some other driver? That's up to you to decide. We're just causing the debate to take place."

He understands that fans love to debate racing and that a controversy creates interest, just as Edwards/Keselowski's incident and subsequent NASCAR ruling that Edwards.

Always keeping current he's not afraid to stir things up, as he did in 2008, when taking a pot-shot at the Dale Earnhardt Jr.'s defection from DEI to the #88 at Hendrick Motor Sports, there was a billboard which read "Reason #88: Step-Mom." That, hard-core fans, was referring to lack of communication between the late Dale Earnhardt's son and widow.

On race days, before celebrity time, he'll have an informal breakfast with local and National media, mostly off-the-record, but, still very useful.

From his attire, to the trophies, to the guest performers everything at TMS is orchestrated like the New York Philharmonic, oh, wait, piano virtuoso, Van Cliburn, failed to make it out in time for the inaugural race due to a mix-up at the helicopter's pad.

Over the years there's been many controversial incidents surrounding the track, but, through hard work and vision Gossage has prevailed making TMS a must-see event.

As he closed his blog "I'd be negligent in my role as promoter to point out to you that the three-race suspension will take place at Bristol, Martinsville and Phoenix.

The first race Edwards will run when the suspension is lifted."

The show will go on in April.