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Colbert Seagraves on Racing Routes with Hamm

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Colbert Seagraves, Executive Director of the Winston Cup Museum joined us Monday June 6th, 2022 at 7pm on Racing Routes with Hamm. From working for R....

Дата загрузки:2022-06-08T12:00:11+0000

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Colbert Seagraves, Executive Director of the Winston Cup Museum joined us Monday June 6th, 2022 at 7pm on Racing Routes with Hamm. From working for R.J. Reynolds’ Sports Marketing Enterprises and the All Harley Drag Racing Association, to managing teams for Junior Johnson and Travis Carter, and now at the Winston Cup Museum, Colbert has more than 35 years of experience in the sports marketing industry.
In addition to his background in virtually every corner of the world of racing, as the son of NASCAR-legend Ralph Seagraves, Colbert also brings a unique perspective and network to the museum.
If you lived through the days of the Winston Cup Series, then you are probably familiar with the name Ralph Seagraves. After the government made cigarette and tobacco companies remove their advertisements from TV and radio in 1969, R.J. Reynolds Tobacco Company (RJR) brought in five of their top division managers from across the country to figure out how to reallocate $70 million of their marketing budget. Ralph, who was a part of this elite team, began looking for ways that the tobacco giant could advertise their Winston-brand cigarettes, but he didn’t get his big break until he teamed up with NASCAR’s Junior Johnson.

“Junior came to talk to dad about sponsoring his race team—he was only looking for $150,000,” said Colbert. “When Junior heard that RJR had $70 million in their back pocket, he told dad that he needed to talk to Bill France Sr.”

And so, in 1971, the sport gained major corporate backing and the Winston Cup Series was born. Over the course of 33 years, NASCAR saw a significant increase in popularity and was ushered into what is considered to be the “modern era” of stock car racing—all thanks to Ralph Seagraves.

“Dad was larger than life and gave credit to everyone that worked for him,” said Colbert. “He never shined away from the limelight, but when he got accolades he always said ‘It’s not me, it’s the people that work for me.’”

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