BAM Racing

BAM Racing was an American stock-car racing organization based in Charlotte, North Carolina. The team was owned by Beth Ann and Tony Morgenthau and competed primarily under the No. 49 banner. Its name was derived from Beth Ann Morgenthau's initials, and Tony Morgenthau reportedly established the team as a birthday present for her. BAM began competition in the ARCA RE/MAX Series during 2000, using equipment associated with the remains of ISM Racing that was not being used by Tyler Jet Motorsports. After a short ARCA program, the organization moved into NASCAR's Winston Cup Series in 2001, later known as the Nextel Cup and Sprint Cup Series. The team's first Cup attempts came in 2001, when Andy Hillenburg drove the No. 49 at several events. BAM failed to qualify for those races, as it did with Rich Bickle in another attempt. For 2002, the organization changed from Chevrolet-related equipment to Dodge and acquired equipment from American Equipment Racing owner Buz McCall, including use of McCall's shop. Shawna Robinson qualified the No. 49 for the 2002 Daytona 500, making BAM a visible entrant despite the team's limited resources. Robinson was scheduled for an extended program, but a succession of drivers completed the season after performance difficulties. Kevin Lepage, Stuart Kirby, Ron Hornaday, Stacy Compton and Derrike Cope all drove the car, with a best finish of 22nd at Talladega. Ken Schrader became BAM's principal driver in 2003. The team qualified for 32 races and recorded its first major Cup result, an eighth-place finish at Michigan. Sponsorship was comparatively unstable, although AT&T's 1-800-CALL-ATT service covered much of the season. A multiyear arrangement with Schwan Food Company began in 2004, supporting Schrader and helping the team record a sixth-place finish. The 2005 season was BAM's strongest by several measures: Schrader remained with the team, the car achieved three top-ten finishes, and its average finishing position improved to 25th. Schrader departed after that season for Wood Brothers/JTG Racing. BAM struggled to maintain continuity after Schrader's departure. Brent Sherman began 2006 with Serta sponsorship but was replaced by Jimmy Spencer, who also served as an adviser and mentor. Mike Wallace, Kevin Lepage and Mike Bliss subsequently drove the No. 49, while Chris Cook was used for road-course events. In 2007, Bliss failed to qualify for many attempts and resigned during the season. Chad Chaffin, Larry Foyt, Klaus Graf and John Andretti filled various roles, with Andretti initially expected to drive in 2008. The team instead restored Schrader to the seat in an effort to attract sponsorship. BAM changed from Dodge to Toyota in 2008 and announced Microsoft Small Business as a sponsor, but the expected program was disrupted when Microsoft moved its sponsorship to Michael Waltrip Racing. The team withdrew from scheduled events while attempting to reorganize and made a limited All-Star Race appearance with Chad McCumbee in a Marathon-sponsored Dodge. A proposed political sponsorship involving Barack Obama's campaign did not proceed. BAM then sat out the 2009 season, citing economic conditions and opposition to operating primarily as a start-and-park team. For 2010, BAM announced a marketing relationship with Warner Music Nashville and a joint arrangement with Robby Gordon Motorsports. The plan called for a Toyota program involving Gordon's No. 7 and a planned BAM No. 49, with country-music artists and entertainment properties used in sponsorship and promotion. In practice, the No. 49 did not appear after Daytona, while Gordon's No. 7 ran under BAM and Warner Music-related sponsorship through the Coca-Cola 600 period. The partnership later dissolved, and Robby Gordon Motorsports was reported to be considering legal action. BAM made no further known attempts that season. In 2019, former American Equipment Racing owner Buz McCall stated that BAM Racing was defunct.

BAM Racing was established in 2000 by Tony and Beth Ann Morgenthau. Its equipment came from the remnants of ISM Racing that were not being used by Tyler Jet Motorsports. The team first competed in the ARCA RE/MAX Series, entering six late-season races with Matt Mullins. Its strongest results in that initial campaign were a tenth-place start at Charlotte and a thirteenth-place finish at Pocono. The organization moved to NASCAR's premier series in 2001. The No. 49 car attempted several events with Andy Hillenburg and one with Rich Bickle, but did not qualify for any of those races. BAM changed to Dodge for 2002 and acquired equipment and shop access from American Equipment Racing owner Buz McCall. Shawna Robinson qualified the team for the Daytona 500, but the season required several driver changes after Robinson's difficult results. Lepage, Stuart Kirby, Ron Hornaday, Stacy Compton and Derrike Cope shared the car, with a best finish of 22nd. Ken Schrader's arrival in 2003 gave BAM a more stable competitive identity. The team qualified for 32 races and finished eighth at Michigan. Sponsorship varied, though AT&T's 1-800-CALL-ATT service was the principal backer for much of the year. In 2004, Schwan Food Company signed a multiyear arrangement with the team. BAM improved its average finish and recorded a sixth-place result. Schrader and Schwan's returned in 2005, producing three top-ten finishes and the team's best overall season to that point. Schrader left after the campaign. The following years were marked by sponsor and driver turnover. Brent Sherman began 2006 with Serta sponsorship, but Jimmy Spencer replaced him after a difficult start. Mike Wallace, Kevin Lepage and Mike Bliss later drove the car, while Chris Cook attempted road-course events. In 2007, Bliss failed to qualify for many races and resigned. Chaffin, Larry Foyt, Klaus Graf and John Andretti took turns in the car. Andretti was initially contracted for 2008, but BAM reinstated Schrader in an attempt to improve its sponsorship prospects. BAM announced a switch from Dodge to Toyota before the 2008 race at Martinsville and named Microsoft's Small Business division as a sponsor. The team then withdrew from upcoming events to reorganize after the manufacturer change and the loss of Microsoft's expected support. It made a limited All-Star Race appearance with Chad McCumbee in a Marathon-sponsored Dodge. A reported attempt to secure a one-race Obama campaign sponsorship at Pocono was rejected by the campaign. The team did not compete in 2009. For 2010, it announced a promotional alliance with Warner Music Nashville and a joint operating arrangement with Robby Gordon Motorsports. The plan involved a Toyota program and sponsorship featuring Warner Music artists, but the planned No. 49 did not appear after Daytona. Gordon's No. 7 continued briefly with BAM and Warner-related branding before the arrangement dissolved. No further competition was recorded. In 2019, Buz McCall stated that the team was defunct.

1. 2019Reported defunct status

   Buz McCall confirmed in an interview that BAM Racing was no longer operating.

   Source
2. 2010Warner Music and Robby Gordon alliance

   The organization announced a joint promotional and racing program, but the arrangement ended after limited activity.

   Source
3. 2008Dodge-to-Toyota transition

   BAM announced a manufacturer change and a Microsoft sponsorship before suspending most of its planned schedule.

   Source
4. 2005Strongest full season

   BAM recorded three top-ten finishes and a 25th-place average finish with Schrader and Schwan's sponsorship.

   Source
5. 2003Schrader joins and Michigan top eight

   Ken Schrader became the principal driver, and the team achieved an eighth-place finish at Michigan.

   Source
6. 2002Daytona 500 qualification

   Shawna Robinson qualified BAM's No. 49 Dodge for the Daytona 500.

   Source
7. 2001First NASCAR premier-series attempts

   BAM began attempting Winston Cup races with Andy Hillenburg and Rich Bickle, without qualifying for an event.

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8. 2000BAM Racing is founded

   Tony Morgenthau established the team for Beth Ann Morgenthau, and BAM entered the ARCA RE/MAX Series with Matt Mullins.

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A small, independently owned professional stock-car racing team focused on entering NASCAR and ARCA events through driver partnerships, manufacturer alliances and sponsor-backed programs.

• No. 49 NASCAR Cup Series carNASCAR racing entry2001

  BAM's principal NASCAR entry competed under No. 49. It used Dodge equipment for most of the team's prominent period, later switching to Toyota in 2008 before the program was curtailed. Drivers included Shawna Robinson, Ken Schrader, Brent Sherman, Jimmy Spencer, Mike Wallace, Kevin Lepage, Mike Bliss and John Andretti.

• ARCA Racing entriesDevelopment racing program2000

  BAM's first competition came in ARCA. The 2000 program used Matt Mullins, while a 2004 return supported Klaus Graf's development effort. Graf finished third at Nashville in the No. 69 and later drove a No. 99 entry at Talladega.

• BAM/Warner Music Nashville sponsorship platformSports marketing program2010

  The planned 2010 arrangement connected BAM's NASCAR presence with Warner Music Nashville artists and promotional activities. Larry the Cable Guy was planned for Daytona, with other Warner-affiliated performers intended for later events. The program was only partially realized through Robby Gordon's No. 7.

• 2010Warner Music Nashville NASCAR alliance

  United States

  Warner Music Nashville planned to give its artists promotional opportunities through BAM's NASCAR events and car branding.

  Outcome. The planned full BAM program did not materialize; related branding appeared briefly on Robby Gordon's No. 7.

  Source
• 2008Microsoft Small Business sponsorship

  United States

  BAM announced Microsoft Small Business as sponsor alongside its planned move from Dodge to Toyota.

  Outcome. Microsoft shifted its sponsorship to Michael Waltrip Racing, contributing to BAM's withdrawal from scheduled races.

  Source
• 2006Serta sponsorship

  United States

  Serta followed Brent Sherman into BAM's Cup program as he pursued Rookie of the Year consideration.

  Outcome. Sherman was released after struggling early, and the sponsorship left with him.

  Source
• 2004Schwan Food Company sponsorship

  United States

  Schwan Food Company entered a multiyear sponsorship arrangement with BAM Racing, supporting Schrader and the team's Dodge program.

  Outcome. BAM improved its performance and recorded a sixth-place finish during the season.

  Source
• 2003AT&T 1-800-CALL-ATT sponsorship

  United States

  AT&T's collect-call service served as the principal sponsor for much of BAM's 2003 season, supporting the No. 49 and Ken Schrader's Cup program.

  Outcome. The team qualified for 32 races and achieved an eighth-place finish at Michigan.

  Source

• 2010Align with Robby Gordon MotorsportsM&A

  BAM sought to return to NASCAR with greater operational support and a Warner Music Nashville-backed sponsorship structure.

  What changed. BAM and Robby Gordon Motorsports announced a joint arrangement involving at least one car at each race and selected appearances of Gordon's No. 7 Toyota.

  Aftermath. The planned No. 49 did not appear after Daytona, the partnership dissolved, and possible legal action was reported by Robby Gordon's organization.

  Source
• 2009Suspend the seasonStrategy

  Economic conditions and the team's unwillingness to operate mainly as a start-and-park entry limited the viability of a full program.

  What changed. BAM did not compete during the 2009 season.

  Aftermath. The team planned a sponsor-led return in 2010 but did not establish a sustained program.

  Source
• 2008Change manufacturer from Dodge to ToyotaStrategy

  BAM sought a new competitive and sponsorship structure for its Cup program.

  What changed. The team announced a Toyota alignment before the Martinsville race and paired it with Microsoft Small Business sponsorship.

  Aftermath. The sponsorship moved to Michael Waltrip Racing, while BAM withdrew from scheduled events and postponed its return.

  Source
• 2002Switch to Dodge and acquire American Equipment Racing assetsStrategy

  BAM needed equipment and operating infrastructure for a more substantial NASCAR program after its unsuccessful 2001 attempts.

  What changed. The team changed to Dodge and obtained equipment and shop access from Buz McCall's American Equipment Racing operation.

  Aftermath. The organization qualified for the Daytona 500 with Shawna Robinson and continued competing through the season.

  Source

• 2019Buz McCall confirms BAM Racing is defunct

  Former American Equipment Racing owner Buz McCall described BAM Racing as defunct in an interview.

  Bankruptcy
  Source
• 2010Warner Music Nashville forms a marketing alliance with BAM

  Warner Music Nashville announced exclusive promotional opportunities involving its artists and BAM's planned NASCAR program.

  Campaign
  Source
• 2010BAM and Robby Gordon Motorsports partnership dissolves

  The proposed joint program did not develop as announced. Gordon's team continued briefly with BAM and Warner-related branding, after which the partnership ended and possible legal action was reported.

  M&ALawsuit
  Source
• 2009BAM Racing takes the 2009 season off

  The organization suspended competition for the season, citing economic conditions and its unwillingness to operate as a start-and-park team.

  Other
  Source
• 2008Microsoft sponsorship and manufacturer transition disrupt 2008 plans

  BAM announced a move from Dodge to Toyota and a Microsoft Small Business sponsorship, but the sponsorship later shifted to Michael Waltrip Racing and BAM suspended its planned schedule.

  Campaign
  Source
• 2008Proposed Obama campaign sponsorship does not proceed

  Reports described discussions over a one-race sponsorship connected with Barack Obama's campaign at Pocono, but an Obama spokesman said the arrangement would not happen.

  Campaign
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• 2004Schwan Food Company backs BAM Racing

  A multiyear sponsorship arrangement with Schwan Food Company supported the team and coincided with a sixth-place finish during the season.

  Campaign
  Source
• 2003Ken Schrader produces BAM's first top-eight Cup finish

  Schrader drove the No. 49 to eighth at Michigan, while AT&T provided much of the season's sponsorship.

  Product generation
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• 2002BAM qualifies for the Daytona 500 with Shawna Robinson

  After changing to Dodge and obtaining equipment from American Equipment Racing, BAM qualified its No. 49 for the Daytona 500.

  Other
  Source
• 2001BAM Racing enters the Winston Cup Series

  The team began attempting NASCAR's premier division after its initial ARCA program, although its early Cup entries did not qualify for races.

  Other
  Source

1. BAM Racing
2. Associated Press report on proposed Obama sponsorship
3. Interview with former American Equipment Racing owner Buz McCall