NASCAR Corporate Social Responsibility

Since 1948, the National Association for Stock Car Auto Racing remains a family-owned and operated corporation dedicated to serving communities. Following closely behind football, NASCAR “is one of the most viewed professional sports in terms of television ratings in the United States” (Alderink). Races are held at 23 NASCAR stadiums across the United States that can hold up to 170,000 spectators – far more than any other sport in North America, and often enjoy sold out crowds. In fact, “17 of the top 20 most-attended sports or entertainment events in the world are NASCAR events” (Teal). To show their appreciation and dedication to its communities, NASCAR exhibits corporate social responsibility through three major projects, each with a unique purpose: The NASCAR Foundation, Drive for Diversity and The Green Initiative.

The NASCAR Foundation was founded in 2006. Its mission “is to support a wide range of charitable initiatives that reflect the core values of the entire NASCAR Family” (“The NASCAR Foundation Disclosure…”). The foundation partners with “fans, corporations, schools and organizations across the country” to put on special events that raise money “to help thousands of children live better lives” (“The NASCAR Foundation Annual…”). As of January 2009, the foundation had saved more than 35,000 lives through its National Blood and Marrow Drive, granted 275 NASCAR-themed wishes, sent more than 500 children to Victory Junction (a camp for children suffering with chronic medical conditions or serious illnesses), recruited more than 9,000 fans to become part of NASCAR’s volunteer network, and donated over 6.25 million dollars in donations and non-profit programming (“The NASCAR Foundation Annual…”). The foundation made this possible by putting on special events like the annual NASCAR Day, which alone “has raised nearly $8 million for charity” (“NASCAR Day…”).

Drive for Diversity is another NASCAR project that exhibits corporate social responsibility. It is “the industry’s leading development program for minority and female drivers and crew members” (“The Initiative”). Since it began in 2004, the program has enabled “31 drivers (to compete) under the Drive for Diversity banner, winning 34 races” (“The Initiative”). Crew Members have also been given the opportunity to compete in both the NASCAR Camping World Truck Series and NASCAR Nationwide Series. While being coached by current and former NASCAR drivers, Drive for Diversity drivers receive “extended evaluation and training… and are located in the nerve center of NASCAR with greater access to industry resources, technology, training, testing, and shop experience” (“Drive…”).

The third project being undertaken by NASCAR is its Green Initiative, “an ambitious five-year plan to significantly reduce the environmental footprint of NASCAR, while raising awareness of conservation among fans” (“NASCAR Announces…”). This initiative includes its recycling program, “which began one year ago in collaboration with Coca-Cola Recycling, and already is the largest in sports” (“NASCAR Sponsors…”). In 2009, the program recycled over 80 tons and 2.5 million containers, and expectations for the upcoming year are even higher after expanding to join forces with Office Depot, Coors Light and UPS (“NASCAR Gone Green”). Next year, the NASCAR industry is expanding its “bottle and can recycling from the grandstands, concourse, suites and garage to the campgrounds, while also including cardboard and ink cartridge recycling” (“NASCAR Sponsors…”).

The Green Initiative also includes the “NASCAR Green Clean Air” program. At each Cup Series race, NASCAR plants 10 new trees, which, in turn, reduces carbon emissions released by the 43 racecars throughout the race (“NASCAR Announces…”). Although only 11 of the tracks participated in its first year, all 23 NASCAR stadiums plan to partake in the program in 2010. “Over time, rolled out across all three national series, NASCAR and its partners will be planting approximately 20 acres of new trees each year” (“NASCAR Announces…”).

In addition to the recycling and “NASCAR Green Clean Air” programs, the corporation is also reducing its carbon footprint through the construction of solar farms to provide power to their air-conditioned suites rather than the traditional consumption of electric power. NASCAR is also “exploring the replacement of its carburetors with more efficient fuel injection (perhaps as early as 2011) and the use of alternative fuels in at least one of its national series” (Ryan). In addition, the official tire of NASCAR, Goodyear, “shreds and recycles nearly all the used stock car tires” (Giacomini).

NASCAR continues to remain dedicated to its more than 75 million fans (“NASCAR Demographics”) through the active carrying out of its three main projects: The NASCAR Foundation, Drive for Diversity and The Green Initiative. They continue to exhibit corporate social responsibility by raising money for various children’s causes, making aspiring drivers’ dreams come true, reducing their carbon footprint, and simply enriching the lives of NASCAR families. The corporation will continue to seek and develop new ways to carry on its tradition of being dedicated to its communities.

Works Cited

Alderink, Kiley. “All About NASCAR.” Shave Magazine. Web. 25 April 2010 http://www.shavemagazine.com/cars/090601.

“Drive For Diversity Introduces 2010 Driver Lineup.” NASCAR. 25 April 2010 http://hometracks.nascar.com/node/4336.

Giacomini, Dan. “NASCAR Getting on Track.” The Element Agency. 25 April 2010 http://www.mygreenelement.com/p=452.

“NASCAR Announces Tree Planting Program at Tracks.” NASCAR. 25 April 2010 http://www.nascar.com/2009/news/headlines/official/06/12/tree.planting.program/index.html.

“NASCAR Day to Highlight Community Service.” NASCAR. 25 April 2010
http://www.nascar.com/2010/news/headlines/official/03/10/foundation.NASCAR.day.community.projects/index.html.

“NASCAR Demographics.” Hlg Licensing. 25 April 2010 http://www.hlglicensing.com/nascar.htm.

“NASCAR Gone Green.” The Winkler Post. 25 April 2010
http://www.winklerpost.com/postnews/2010/wp20100415/wp20100415_sports2.php.

“NASCAR Sponsors Join Forces in Recycling Project.” NASCAR. 25 April 2010
http://www.nascar.com/2010/news/business/04/15/earth.day.recycling/index.html.

Ryan, Nate. “NASCAR, Rooted in Fossil Fuels, Turning Over New, Green Leaf.”
USA Today. 25 April 2010 http://www.usatoday.com/sports/motor/nascar/2009-10-28-green-cover_N.htm.

Teal, Kelly M. “On the Move- NASCAR’s Security Director Coordinates Consistent Program for Traveling Show.” Public Venue
Security. 25 April 2010 http://www.publicvenuesecurity.com/articles/411feat3.html.

“The Initiative.” Drive for Diversity. 25 April 2010 http://drivefordiversity.info/content/.

“The NASCAR Foundation Annual Report.” The NASCAR Foundation. 25 April 2010
http://foundation.nascar.com/NetCommunity/Document.Doc?id=135.

“The NASCAR Foundation Disclosure Statement.” The NASCAR Foundation. 25 April 2010
http://foundation.nascar.com/NetCommunity/Page.aspx?pid=638.