Morehead State University

Poster Title

Drive for Diversity: An Overview of the Contents and Impact of NASCAR Diversity Programs

Institution

Morehead State University

Abstract

This presentation focuses on the diversity programs that the National Association for Stock Car Auto Racing (NASCAR) has promoted and introduced in the last seven years. Since building a diversified working group and environment is a popular and vital trend in today's business world, the adopted diversity programs developed by NASCAR has changed the auto racing culture in a positive manner. Statistics show that more female and minority fans are interested in the stock car racing. The composition of NASCAR participants (drivers and crew members) is also more diverse today than it was 10 years ago. It is anticipated that the change of diversity and culture of NASCAR should bring in more sponsorship revenues, a greater diverse fan base, and inspiration and encouragement to minority race drivers. This presentation will highlight and detail the NASCAR diversity programs, such as Drive for Diversity, the NASCAR Diversity Internship Program (NDIP), and Diversity Scholarships, etc. In addition, the results and impacts of these programs will be further explained and critiqued along with the future marketing strategies and direction of the NASCAR.

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Drive for Diversity: An Overview of the Contents and Impact of NASCAR Diversity Programs

This presentation focuses on the diversity programs that the National Association for Stock Car Auto Racing (NASCAR) has promoted and introduced in the last seven years. Since building a diversified working group and environment is a popular and vital trend in today's business world, the adopted diversity programs developed by NASCAR has changed the auto racing culture in a positive manner. Statistics show that more female and minority fans are interested in the stock car racing. The composition of NASCAR participants (drivers and crew members) is also more diverse today than it was 10 years ago. It is anticipated that the change of diversity and culture of NASCAR should bring in more sponsorship revenues, a greater diverse fan base, and inspiration and encouragement to minority race drivers. This presentation will highlight and detail the NASCAR diversity programs, such as Drive for Diversity, the NASCAR Diversity Internship Program (NDIP), and Diversity Scholarships, etc. In addition, the results and impacts of these programs will be further explained and critiqued along with the future marketing strategies and direction of the NASCAR.