NASCAR accepts invitation to join Beyond Sport

(L-R) Nick Keller, Beyond Sport founder, driver Jimmie Johnson, Brian France, NASCAR Chairman and CEO, driver Juan Montoya and Steve Phelps, Senior Vice President and Chief Marketing Officer for NASCAR speak to the media at Charlotte Motor Speedway on May 19, 2012 in Charlotte, North Carolina. (Photo by Chris Graythen/Getty Images)

CONCORD, N.C.—NASCAR is the first motorsports organization to join Beyond Sport, a global entity that promotes the use of sport in effecting social change.

NASCAR has accepted an invitation to join Major League Baseball, Major League Soccer, the National Basketball Association, the National Hockey League, the National Football League and the Women’s National Basketball Association as part of Beyond Sport’s broader global organization.

“We’re obviously very honored to be a part of what is going on at Beyond Sport,” NASCAR chairman and CEO Brian France said at the announcement of the alliance. “The idea is that leagues, teams, athletes come together to share best practices in what they’re doing.

“It puts us on a big stage. We’re excited about it because of what all the teams and the individual drivers are doing (in the charitable realm). Frankly, it matches perfectly with directionally where we’re going. We’re investing a lot with kids, as you know. We’re certainly focused on the environment and giving back to different communities.”

Beyond Sport derives financial support from the corporate community, with contributed funds going to support its intiatives. In addition, the organization provides a way for representatives of the member leagues to meet at summits and share best practices.

NASCAR, for example, is at the vanguard of recycling efforts among major sports. The NHL is a leader in using tons of leftover food from its events to feed the hungry.

“If you look around our sport, and you consider all that our drivers do — the teams, the tracks, and our sponsors — collectively, the impact that they make in giving back to the community is really amazing,” said Steve Phelps, NASCAR’s chief marketing officer and senior vice president.

“Beyond Sport will give us an opportunity to share best practices with other leagues and brands around the world, and most importantly, to have us be able to share what we’re doing in these areas. I know the people at the NASCAR Foundation, NASCAR Green and NASCAR Diversity are thrilled at the opportunity to work with Beyond Sport folks, and I’m sure that the sport as a whole and the broader industry will benefit from this new relationship.”


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