Max Siegel Moves to DEI 
   (Dale Earnhardt Inc.)
Hiring is unprecedented move for NASCAR

December 28, 2006--Max Siegel has been appointed president of global operations for Dale Earnhardt Inc. and will oversee marketing, sales, sponsorship and distribution for all of the company’s properties including motor sports teams, licensing, promotion, sales, business development projects, and the Dale Earnhardt Foundation, effective Feb. 1.

The former Sony BMG/Zomba Label Group executive is a graduate of the University of Notre Dame Law School and once represented major companies including Eli Lilly, General Motors, and Ameritech [now AT&T.]

Siegel will report to CEO, Teresa Earnhardt, who founded the company in 1980 with her late husband, Dale, for whom the company is named.

“Max Siegel has the intuitive sense of what works and is innovative in an ever-changing business and social climate,” Earnhardt said in a media release. “We are excited about him joining our team and what his leadership means for the future of Dale Earnhardt Inc.” Earnhardt declined to comment for this story.

Siegel’s hiring is an unprecedented move for the stock-car racing industry. NASCAR, its governing body, has often been criticized for the lack of diversity in its hiring practices and for the relatively few numbers of African American drivers and owners.

While actual statistics on the number of minorities in leadership positions were not made available, there have been only three African Americans top racing-series contenders during NASCAR’s 53 year-old history: Wendell Scott, from 1961–1973; Willy T. Ribbs in 1986; and Bill Lester in 2006.


 

Max Siegel was appointed president of global operations for Dale Earnhardt Inc.

Of the approximately 80 team owners competing in the top three NASCAR series (Nextel Cup Series, Busch Series, and Craftsman Truck Series) [Source 8] the only African American is Sam Belnavis who has a stake in the Roush Racing team based in Concord, North Carolina.
Siegel himself explored NASCAR ownership opportunities with Pro Football Hall of Famers Ronnie Lott and the late Reggie White; and former San Francisco 49ers owner, Eddie DeBartolo. While the efforts never came to fruition, it was the beginning of a professional relationship with Teresa Earnhardt.

Siegel says, when the president of global operations position became available, Teresa “was in search of someone who had a common vision” for her organization. “I felt that it was tremendous opportunity,” and “I am proud to represent my community.”

Because the [Dale Earnhardt] brand appeals to all ages and to all backgrounds, Siegel says his goal is to continue building it “through excellence and achievement and to align ourselves with other companies that have the same values.”

NASCAR spokesman Ramsey Poston says, Siegel “represents the best and the brightest.” Hiring people of his caliber is “important to NASCAR” and “as an industry it is important to make sure we promote greater diversity across the board.”

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