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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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