Published on March 12, 2014
11 NASCAR Green Platform and Impact
Vision – Fall 2008 • Be an environmental leader not only in sports but in all industries • Measurably reduce our environmental footprint • Engage all stakeholders—fans, teams, tracks, manufacturers & sponsors—in a substantial way that reaches into their everyday lives • Capitalize on the NASCAR environment as a demonstration platform for green technology adoption • Create significant long-term economic value as a result 2
Core NASCAR Green Message Platform 3 Conservation of the Environment Job Creation Strengthening American Energy Independence
The NASCAR Micro Environment 4 TEAM HAULERS FANS’ CARS TEAM RACE SHOPS TRACK VENUES TRACKS DISPLAY AREA FANS’ CAMPGROUNDS NASCAR R&D NASCAR HAULERS MEDIA PARTNERS’ COMPOUND MEDIA HAULERS OFFICIAL PARTNERS CORPORATE HOSPITALITY COMPETITION & RACING
The NASCAR Micro Environment 5 TEAM HAULERS FANS’ CARS TEAM RACE SHOPS TRACK VENUES TRACKS DISPLAY AREA FANS’ CAMPGROUNDS NASCAR R&D NASCAR HAULERS MEDIA PARTNERS’ COMPOUND MEDIA HAULERS OFFICIAL PARTNERS CORPORATE HOSPITALITY COMPETITION & RACING Unparalleled collaboration between all levels of industry stakeholders
NASCAR at Earth Day 2012 6 Earth Day Infield Toyota Pace-Car 3M Novec Clean Air Tree Planting Program NASCAR Green Website Miss Sprint Cup Brian France on MSNBC Brian France on CNN
7 Launch of NASCAR Green Web Site and Twitter Handle
Official Partners 8 Official Partner of NASCAR Green
Largest Recycling Program in Sports: Coca-Cola Recycling and MillerCoors • 12 Million Bottles/Cans recycled totaling over 1,000 Tons • 500,000 lbs of waste diverted from landfills since 2008 9
Coca-Cola PPC With Freightliner Clean Diesel
11 Recycling of 12 Million Bottles/Cans: The Impact on Emissions That’s like saving. . . Almost 6,000 barrels of oil Almost 300,000 gallons of gasoline Electricity used by 360 homes/year OR OR
12 Safety-Kleen 185,000 Gallons Automotive Fluids Per Year
Creative Recycling Systems • Announced sponsorship – February 2012 • End of Life Electronics Recycler and Rare Earth Recovery 13
Sunoco Green E15 and American Ethanol 14 Seamless Transition, Weekly Media Coverage of Performance and Green
Clean Air Tree Planting Program • Each race weekend, NASCAR partners with the local community to plant (10) trees per NASCAR Green Flag waved − Each tree planted offsets a Cup car emissions for 500 miles • Since 2008, over 750,000 miles of emissions have been offset. • In 2012, NASCAR will offset an additional 560,000 miles of emissions 15
Clean Air Tree Planting Program Across the Country 16 Daytona (February) Phoenix (March) Charlotte (October) Talladega (May) Dover (June) Michigan (June) Chicagoland (September) Atlanta (September) Pocono (August) Watkins Glen (August) New Hampshire (July) Kentucky (June) Kansas (October) Iowa (July) Bristol (August) Darlington (May) Richmond (April) Martinsville (April) Auto Club (March) Road America (June) = Trees planted from 2009 - 2011 = Trees scheduled for 2012 Sonoma (June) Dallas (September) Portland (May)
Largest Renewable Energy Projects In Sports Pocono 3MW Solar Plant, also Michigan and Infineon Energy Credit Programs at Daytona, Darlington
Largest Renewable Energy Projects In Sports Michigan Infineon
NASCAR Green Message and Initiatives Driven Via Three Primary Channels • Public service announcements • Earned news coverage • Social media/Internet 19
20 NASCAR Green Public Service Announcements NASCAR Green Game Changer :10, :15 & :30 Second NASCAR Green PSA To launch week leading up to Earth Day 2012. NASCAR Green A Race Worth Leading:10, :15 & :30
“Joe Gravellese of Boston’s North End, a casual NASCAR fan who routinely travels to Loudon for races, said he believes NASCAR’s popularity can increase the use of alternative fuels better than any government legislation.” “The connection between ethanol and middle America and NASCAR can put a real American face on going green. Dale Earnhardt Jr. definitely has a better ability to push that message than Barack Obama does.’’ “NASCAR has a message for drivers — and not the ones who put on helmets and race around a track at 200 miles per hour. E15 works in our cars, so you should try it, too.” Earned News Coverage: Race Market to National 21
1. Indicate their households are “green” 2. Associate NASCAR with being environmentally responsible 3. Support the use of ethanol to increase U.S. energy independence 4. Support the use of ethanol in NASCAR race cars and in their own cars 5. Have opinions regarding ethanol (i.e. most non-fans “don’t know”) Consumer Research Overview NASCAR fans are clearly more likely than non-fans to: 22
23 Baseline 2008: NASCAR Fans and Non-Fans Equivalent on Green Attitudes and Behaviors Source: Simmons Fall 2005, 2006, 2007 NCS/NHCS Full Year Study – Adults (18+) Behavioral Greens 29% True Browns 16% Potential Greens 33% Think Greens 22% Think Greens 24% Potential Greens 33% True Browns 16% Behavioral Greens 27% Green Aware Green Aware NASCAR Fans US Population
Fall 2011 Major Shift: NASCAR Fans Identify Themselves as More Green Than Non-Fans 1. NASCAR fans are 50% more likely than non-fans to say their household is very green OFTEN LOOKING FOR WAYS TO POSITIVELY IMPACT THE ENVIRONMENT Avid NASCAR fans are even stronger on this topic —nearly 70% more likely than non-fans 2. NASCAR fans are 8X as likely as non-fans to associate NASCAR with “Environmentally Responsible” Avid NASCAR fans are 12X as likely as non-fans 24
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