NDLS Alum Produces Series for BET

| By: Susan Good

Max Siegel’s ‘Changing Lanes’ Series Picked Up by BET

Max Siegel news Max Siegel, B.A. ’86, J.D. ’92, chair of Baker & Daniels’ sports and entertainment practice, has partnered with NASCAR Media’s Jay Abraham to produce a series called “Changing Lanes.” The reality show, which focuses on female and minority drivers, was recently picked up by Black Entertainment Television (BET) and is expected to air in 2010.

BET has purchased 10 episodes of the hour-long show, which was introduced at the network’s programming presentation on April 23 and will go into production shortly. “Changing Lanes” will feature minority and female drivers from NASCAR’s Drive for Diversity program, an initiative established to attract more minority and female drivers to racing and led by Siegel.

“The sport is taking strides toward embracing minority and female drivers, but we’ve still got a long way to go,” said Siegel. “The goal here is to raise awareness of the sport through ‘Changing Lanes’ and the Drive for Diversity program. We want to find a driver that both the industry and racing fans can truly embrace and get excited about.”

Siegel re-joined Baker & Daniels in January of 2009 to chair the firm’s sports and entertainment practice after serving as President of Global Operations for Dale Earnhardt, Inc. He also oversees NASCAR’s Drive for Diversity program and leads the 909 Group, which provides marketing and strategic services to professionals in the sports and entertainment industries.