For Gordon, single-car business model works

FONTANA, Calif. -- Losing a major sponsor like Jim Beam might be the death knell for any other one-car operation. But Robby Gordon has proven his resiliency time and time again.

In an economic climate that has left most small teams out in the cold, Gordon continues to find ways to manage his business without resorting to drastic measures, like wholesale cost-cutting and going the start-and-park route.

So how does Gordon do it? In 2009 alone, companies like Menards, Energizer, Quaker State, Richmond Water Heaters, Pittsburgh Paints, Mapei, Johns Manville, Moen, Hard Rock Hotel and Casino, Polaris Off-Road Vehicles, Sylvania and Camping World have graced the hood of the No. 7 Toyota. It comes down to one of two things: excellent management skills or a magic wand.

"I don't know if I'd call it magic, by any means," Gordon said. "We've been very fortunate over the years to be able to get good sponsors. Obviously, multi-car teams have a little bit more of an advantage, but all in all, it's kind of the same. You still have to perform, you've got to do a good job for them. That's why I think we do well, because we do a good job for our sponsors."

Gordon made his Cup debut in 1991 and has won three times, the most coming at Watkins Glen in 2003. Since forming his own team in 2005, Gordon's only cracked the top 30 once, and currently stands 33rd in points heading into Sunday's Pepsi 500 at Auto Club Speedway, where he'll start 38th. For Gordon, running a race team is a continuous learning experience.

Basically, the longer we're in business, the more we learn about it," Gordon said. "We're five years in the business now, so six years in, you can look at the trends. We know what it takes, on the minimum side, to be able to operate one of these things. I think the other side is we have to perform. And Joe Gibbs, when he started off his operation, it took them 10 years to win a championship. It takes a long time. It's very competitive. The sport has gotten more competitive and you try to get the most out of it."

Gordon's been down this road before. Harrah's Casinos sponsored Gordon in 2005 and 2006 before deciding to get out of the racing business. And Gordon's been actively pursuing additional sponsors in order to fill gaps in his schedule for 2010. That still doesn't make the job any easier, particularly in this economic climate.

"It's been about the same for the last year and a half," Gordon said. "I haven't seen it changing in the last year and a half. It's just difficult. It's very tough for all of us. If you look at the prize money side and say, 'Well, you made $4.5 million,' at the end of the year, all that does is pay for your tires and engines. That's doesn't recoup much stuff. So we try to do the best job we can, try to be as resourceful as we can and try to make the car perform as best we can, and obviously the more money you have, the faster you can go."

Jim Beam was the primary sponsor for 12 races this season, and Gordon recently said he had found a new sponsor to commit for four of those. In addition, Menards and Mapei are expected to return, and some of Gordon's other sponsors may be willing to return at the same -- or perhaps with an increased -- presence.

During the week, Gordon's busy growing the business. But when the car comes off the hauler at the track, driving takes precedence.

"Obviously, when we get to the race track, it's all about driving," Gordon said. "But on the other side, we've got really good people. We've got good people in the marketing department, in the accounting department. I think we've got a good group of people. It's just very, very competitive, on and off the track."

Gordon realizes it's already hard to compete off the track with the multi-car teams, especially when it comes to sponsorship and marketing. But he wishes NASCAR would look at some of the inequities on the track as well.

"It is when it comes down to situations like testing," Gordon said. "Right now, there's no testing. But the big teams seem to get to go to all the tire tests. So they're testing anyways and the other teams aren't getting the opportunity. I think they really need to look at that whole program as well, because it's very lopsided."