If you are a fan of motor sports, you probably know about Press Pass and their dedication to NASCAR during its immense popularity over the last 5-10 years. When Press Pass closed up shop last year, it left the NASCAR license relatively abandoned, something that many collectors hated to see. In true Panini fashion, they announced a limited product line that would be released under a newly acquired NASCAR License, including a return to high end with a National Treasures NASCAR set.

Here are some of the cards from Press Pass’ reign over NASCAR. I like a lot of these as a budding fan of the sport:

2014 Press Pass Red Line Jeff Gordon Relic Auto /15

2015 Press Pass Pit Road Dale Earnhardt Jr Triple Relic Auto

2015 Press Pass Upper Cuts Jimmie Johnson Logo Patch Booklet Auto 1/1

2014 Press Pass Red Line Danica Patrick Auto Red Ink /10

Because racing is a big deal to a lot of people, this deal has people talking. However, Im not so sure its the cow Panini is making it out to be. Press Pass went out of business for a reason, and it wasnt because they made shitty products. Its because the license didnt deliver. Panini seems to think its not too worth the risk either, as they are only committing to four products, three of which are established brands.

Here is the thing. I hope Panini does this right. They bit off a ton with the NFL and further stuffed their mouth with NCAA exclusives. This isnt an exclusive, but its still four more product. If they go into this and churn out tons of sticker based garbage like I am expecting. They will reap the rewards of their previous failures in other sports. Right now, NASCAR fans dont appreciate cardboard, but the driver branding is unlike anything that exists in team sports.

With the pro leagues, players usually hate the public persona they have to maintain. Signing autographs for many is seen as a pain in the ass. Press Pass never seemed to have as much of that problem, as the drivers are as much of a business as the teams they race for. Being there and being visible with the fans is not only expected of the individuals in the sport, its required. The fan loyalty to a driver is so similar to a fan’s loyalty to a team, that many sports collectors may identify with the way collectors behave. However, not many NASCAR fans care or want to care about cards. Im just saying this should be an easier player group to work with. Hopefully that means fewer stickers, but we all know Panini.

If Panini thinks they can waltz in and put out half-assed products, they will not only be negatively compared to Press Pass products of years prior, but they will fail to bring any new interest to the hobby. Panini has to do this right, and frankly, im not sure they can or even want to dedicate the capacity needed to make the sets work on the level they need to.

Shit, it might just be a slow play to eventually get into NASCAR digital, where I see the biggest push to bring this license into a profitable state. Think about a digital app that you pull the different parts to a car, pull the drivers, and pull the sponsors. Then, based on your build, you can get points in a gameplay format. It would be nuts, and it might even be the first app where gameplay dominates the landscape so much that collecting isnt as important. I would play the fuck out of that app.

I digress.

Panini is slowly trying to get deeper and deeper into a market that I see as a high risk low reward venture as a whole. I think they know the hobby isnt performing the way it used to, and may have some egomaniacal approach that thinks they can turn it around. In my opinion, its a losing game unfortunately. Taking on more and more just doesnt seem like the best thing to do when you already over-invested in the NBA, vastly over-invested in the NFLPA, and did so again with both NCAA and NFLP. Why not focus where there is still some money left? The collectors deserve more than the trash pile Panini currently calls a product calendar. So far, I see little to show they are headed in any sort of a right direction.