In a few weeks, we’ll celebrate the 10^th anniversary of the Army’s partnership with the National Hot Rod Association (NHRA) and Don Schumacher Racing (DSR).  It has been a remarkable partnership that has had its share of highs and lows.  Over the rest of the season, I’ll share some of the highlights both good and bad.

In the spring of 2000, we got word that the Congress was going to pass legislation directing us to conduct a five-year motorsports outreach test.  Our agency at the time, Young and Rubicam, began the research into which of the many racing venues would be the best for the Army.

Within a couple of weeks, they came back with the recommendation that the NHRA was the place we should be.  The costs would fit the projected budget; the Army had a rich history in the sport; and most importantly the NHRA’s Youth and Education Services Program fit the legislation’s requirement that there be an educational outreach program.

By late July the list of teams interested in the Army sponsorship had been whittled down to three.  On August 5, a selection team consisting of a representative from the Assistant Secretary of the Army for Manpower and Reserve Affairs’ Brand Group, two members of our new sports marketing agency—Relay; and myself met in Sonoma, CA to interview the teams.

Each team was very impressive.  Each brought one or more of the elements the Army was looking for, but only one brought them all.  There wasn’t any real debate among us.  While the opportunity to have the defending NHRA champion would be hard to pass up, but if the driver didn’t meet our requirements, the program would not success.  Our expectations were tough:  Embrace the Army values; be able to communicate and relate to young Americans; and be willing to work harder than any driver on the circuit.

From the moment Tony Schumacher walked into the hauler and sat down beside me, it was clear this was the right fit.  With his fresh crew cut---the result of a bet with his crew---he looked like a Soldier.  Throughout our discussions both Don and Tony made it clear they wanted the Army and were willing to do whatever was asked.  Clearly they had done their homework and knew what we would have to achieve for the program to be a success.

Before leaving the track, NHRA Vice-President Gary Darcy arranged for me to stand between the cars during Tony’s next run.  Wow!  It was so awesome.  Every bone rattled and the power nearly pushed me backwards.  Combined with the fact that every fan had access to the pits and the parallel between the Army and the NHRA’s dependence on speed, power, teamwork and technology for success , it was clear to me this was the right place.

In the next 26 days the Army NHRA program came to life.  A paint scheme was developed; uniforms produced; and autograph cards printed.  And on September 1, 2000 then Sergeant Major of the Army Jack L. Tilley unveiled “The Sarge,” and introduced Tony Schumacher as the Army driver and made him an honorary Sergeant.

It is not well known that the nickname “The Sarge” was never intended for Tony.  It was supposed to be the name of the car.  But through the years, Tony took on the persona of “The Sarge.”   That is why the stripes on the car weren’t changed when Tony was promoted to honorary Staff Sergeant. 

Tony and “The Sarge” charged to victory that weekend.  In the years that have followed, the Army dragster has dominated the U.S. Nationals.