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New CEO Sean Seamer says Supercars is ‘in a fantastic position’


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AFTER two months as the CEO of Supercars, Sean Seamer has declared the sport is in “fantastic shape’’ and ready for a recording-breaking year.

The Sunday Telegraph this week sat down with the man who has replaced James Warburton to lead one of Australia’s biggest sports.

A franchise expert and the former boss of MediaCom Australia, Seamer opened up about the health of the sport and outlined his plan for future growth.

The new V8 boss also shot down rumours that Holden had an unfair aerodynamic advantage over Ford and Nissan this year.

JP: You have been in the role now for 60 days. What are your impressions of the sport and of the business?

SS: We are in a fantastic position. We came off the back of last year strong with Newcastle and that has led us into this year. We hit the ground running with Adelaide. We had

the biggest ever attendance and ratings for that event ever. That momentum has continued. All the ratings and key metrics we look at are up. We are in a really good place. But still we can’t be complacent. We have a number of things that we need to get right this year including new events and a race under lights. We need to nail them.

JP: As a business is Supercars making money?

SS: The business is making money. This year we are tracking to budget and the board is very happy. All in all it is going very well.

JP: So does that mean Supercars is outperforming a sport like the NRL that has been forced to borrow money?

SS: We have no debt and we are not borrowing money.

JP: Are you happy with the product that is being delivered on the racetrack?

SS: The on-track product is brilliant. We humbly call it the best door-to-door racing on the planet because we think it is. The drivers and the teams do such a good job to put on a fantastic show. Our employees and technical team work with them in a robust way to make sure we are delivering that parity on track.

JP: You mention parity. That has been the most used word in pit lane this year. A lot of teams are claiming there is no parity, at least privately. Is it in issue?

SS: No it is not an issue. Those cars are separated by just tenths. Just have a look at the variety of winners we have had this year. Scott McLaughlin dominated at Phillip Island in his Ford last weekend. It was very similar to what Shane van Gisbergen did in his Holden at Adelaide to open the year. We are four race meetings in so far and we have had a diverse range of winners. Nissan are also up there with Rick Kelly scoring a couple of thirds on the weekend in two podiums that featured every manufacturer.

JP: Was there an issue before you started handing out carbon fibre panels to the Fords?

SS: No. Those sorts of things are being phased in all the time.

JP: Former CEO James Warburton is credited with saving the sport from ruin, so you have some big shoes to fill. Can we expect to see you deliver similar results? Maybe even take it up a notch?

SS: James did a brilliant job after coming in at a difficult time. He has gotten us to where we are now. The thing for me is that we really need to zero in on where the growth is going to come from next. The foundations were reset and are now strong so it is up to me to come in and look at where the growth will come from. Our outward focus here at the moment is to become a lot more fan-centric. We want to improve the fans’ experience whether that is on the track or away from it. I need to work out how we attract new fans and where they will come from. I also have to make sure we continue to service the loyal fans we already have. Growing the fan base is critical to the sport. The more fans we have the more sponsors we will have. We will also have more interest from TV. The key to our entire ecosystem is our fans.

JP: Ford will be back next year but Nissan’s future remains uncertain. Is it important for the sport to see Nissan remain?

SS: I think it is important that we have a diverse range of manufacturers but ultimately that is Nissan’s decision. As a sport we will do whatever we can to help Nissan extract as much as they can out of the sport.

JP: Has the sport had any discussions with GM about putting a Camaro on the grid to take on the Mustang?

SS: That is a discussion for GM. Again if that is something they want to run then we will absolutely support that.

JP: Are you in this for the long haul?

SS: Certainly. I see myself being here for at least the next five years.
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