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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
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Core NASCAR Green Message Platform
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Conservation of
the Environment
Job
Creation
Strengthening
American Energy
Independence
The NASCAR Micro Environment
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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
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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
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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
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Launch of
NASCAR Green
Web Site and
Twitter Handle
Official Partners
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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
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Coca-Cola PPC With Freightliner Clean Diesel
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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
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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
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Sunoco Green E15 and American Ethanol
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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
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Clean Air Tree Planting Program Across the Country
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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
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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
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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:
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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
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