Sporting events offer "gold mine" for Army recruiters

Behind the starting line, where 8,000-horsepower engines were revving like thunder at the18th Annual Carquest Auto Parts NHRA Nationals, another type of race was on.

With teens peering over each other's shoulders, two boys with their caps turned backward hopped onto U.S. Army Motorcycles No. 2 and No. 3 in a simulated race. Nearby, a young couple drag-raced in simulated cars, while another pair rode a simulated Humvee and fired a simulated automatic weapon at Iraqi insurgents in a video game.

Welcome to the Army's latest recruitment effort. At a time when it can't find enough young men and women to enlist because of the Iraq war, it's mining sporting events such as this one at Pacific Raceways in Kent.

For the first time since 1999, the Army will miss its annual enlistment goal for the recruiting year that ends this October, said Lt. Gen. Robert Van Antwerp, the highest-ranking commander overseeing Army recruitment, who was in Kent on Saturday.

The three-star general said the Army will be about 5,000 to 7,000 short of this year's enlistment target of 80,000, and faces "a number of challenging years."

The Army started to recruit at sporting venues five years ago, but many military experts predict that in the near future, recruiters may be as common at sporting events as they are in high-school hallways.

Part of the Army's quarter-billion-dollar marketing campaign includes sponsoring National Hot Rod Racing Association driver Tony Schumacher, NASCAR driver Joe Nemecheck, riders in the Pro Stock Motorcycle Racing circuit, bull riders and a rodeo team.

The Army also sponsors the U.S. Army All-American Bowl high-school-football game in Texas; the Arena Football League; and streetball tournaments, a popular version of basketball played in inner cities.

The Army also is considering sponsoring BMX motorcycle races and extreme-sports events, the general said.

Local military recruiters say the demographics in these sports — young men and women who enjoy an adrenaline rush — are a gold mine.

Tom Tiernan, who oversees sports marketing for the Army, estimates the Army has received about 100,000 leads working drag races in the past five years, and that 1,000 to 2,000 people have enlisted.

Yesterday, with about a dozen recruiters at the Army's simulation station, hundreds of participants registered and received a free dog tag and clearance to race on the simulation machines. The Army expects to pick up about 2,000 names for recruiters.

"This is pretty fun," said 15-year old Tyler Schwab of Puyallup after drag racing.

His father, Bill Schwab, added, "But not fun enough to send him off to war."

Tan Vinh: 206-515-5656 or tvinh@seattletimes.com