Starting to come back stronger from his 2020 pandemic-caused hiatus and encouraged by a season that netted him three victories in five finals, John Force has tweaked his four-team program a bit this year.

For one thing, he has hired his own in-house team of sponsorship-procurement specialists. 

“I’ve realized it’s time to build my own marketing team, not go with an agency,” the multiple-car team owner said. “And it’s costing me. Took money out of my savings to hire them. I brought some guys from basketball. I brought some guys from IndyCar and NASCAR to chase money. Racing is a rich man’s sport. That’s why the Torrences can do it; that’s why [Connie] Kalitta and [Don] Schumacher, people with money, can do it. I’m a truck driver. That’s where I come from. And I have to have sponsors to make it. 

So we have to work those deals, seven days a week. People think we take the winter off for Christmas. I worked every day. On Christmas Day, I’m on the phone. So is Robert [John Force Racing President and three-time Funny Car champion Robert Hight]. It’s what we do to keep it alive.” 

Force said his new marketing hires volunteered to help with the transition since team manager Kelly Antonelli left John Force Racing to start working down the street on Southpoint Circle in Brownsburg, Ind., for the newly formed Tony Stewart Racing. But Force told them simply “to focus on finding money.” He said, “Let’s don’t forget why we came. When you’re up to your ass in alligators, don’t forget you come to drain the swamp. You guys do what you do and deliver that, and this company will be strong.” He said, “It’s all about selling. That’s what I do every day, and Robert runs this company for me. I can’t have Robert without a ride. I’ve got to keep him in the game. 

“I do what I do because I’ve got these big ol’ machine shops and paint shops and still try to run ‘em on half-crews. But I’m starting to sell some parts. I’m getting out there and selling ’em to people. That’s the business I’ve got to head into the future – and I will,” Force said. “But now the four teams will make it financially to afford that stuff.  Each teams pays into the machine shops and the chassis shops and paint shops. It all helps make it work.” 

He took a major hit with the advent of the pandemic. And he said, “If I lose it again, I’ll probably head toward two Chevrolet Funny Cars. I stayed in the dragster business because that’s where my daughter wanted to be. But the day Brittany says, ‘I’m done,’ unless the sponsor money is there . . . Some years it’s a struggle, because I have to pay into the budget. I’ve got to take sometimes a couple million dollars. I pay in to keep my teams funded. You build up money over the years if you work it financially. That’s why Robert is so important.” 

And Force has changed his ask: “I’m looking at chasing multiple sponsors on a car instead of just one.” 

On the track, he constantly has to make adjustments. 

Force crossed the center line in Friday evening’s qualifying session, and his run was disqualified. He said following the run that he would be taking a look at the steering. “I just didn’t want it to get loose. I wish I could have done better, but I let it get away from me. Didn’t drive it too far. I’ll have to fix it, come back for all the sponsors, and make this thing run tomorrow.”