Get Green Racing Shifts into High Gear

You can’t escape the popularity and excitement of NASCAR and although the racing organization as a whole continues to work on its sustainability initiatives, Get Green Racing is the first green NASCAR racing team. Set to launch later this year in the Nationwide Series, the has created a winning combination for the planet and for racing. As the team’s sustainable business consultant, Kris Moorman recently spoke with Good And Green® E-ssentials editor Patti Minglin about the team’s purpose, sponsorship opportunities and how fans will be getting involved with the environmental mission.

Patti Minglin: Why was it important to create a green NASCAR racing team?

Kris Moorman: NASCAR is an opportunity to use one of the country’s largest long time proven media platforms to bring messages of education, awareness and encourage change of mainstream America. The 75 million NASCAR fans represent a huge audience – gender neutral, families with an average age of 18-44. This is an age group that is heavily involved in the purchasing of more eco friendly products, getting involved in grass roots efforts and the next generation of business leaders who are triple bottom line thinkers. NASCAR is also a proven brand builder and a great way for companies who have an environmentally friendly product or service to build audiences for their product and push sales. We want to run promotions that get people thinking, make change and have an impact on their own communities.

It is also a great way for non-profits or causes to take their message to a broad audience to make an impact on a large audience. These groups can bring corporate supporters as funders if needed and they would also get a spot on the car and in the marketing program. NASCAR Series events typically add $100 - $200 million to local and regional economies; it’s a great boost for all types of businesses. These fans are among the most passionate fans in all sports, we can’t ignore this huge audience.
 
Sports are such a big part of Americans lives and to date there really hasn’t been a professional team that has stepped up to do a program like this, not in any sport. I know by nature the sport is not green but efforts are being made by corporate NASCAR to be more eco friendly, it takes a long time to move a big ship as we know. Get Green Racing is an individual NASCAR team who is stepping out as a leader, taking the opportunity to utilize this program to promote change.
 
As a sustainable/green business/marketing consultant I have worked with all sizes of companies on product and company launches, developed business and consumer programs, worked on green building projects and was pleased to be approached by Get Green Racing to work with them to put together the first program of this kind to reach such a large audience.

Minglin: In what ways is this team truly “green”?

Moorman: The Get Green Racing team is as sustainable as it can be in various ways. Veteran NASCAR team owner Frank Cicci, also longtime recycling center owner, decided it was time to use the power of NASCAR and put together a clear vision and plan to utilize the sport to encourage action, bring more awareness to eco friendly products and help companies take their message to huge audiences across the country. The team itself works to recycle, reuse and reduce their footprint in the garage, in the office and at the track.

The focus is not on the car itself for green, the focus is on the marketing program and the tremendous media exposure the sport provides. Excuse the pun, but the car is a vehicle to carry the message and is part of a fully integrated marketing program that includes extensive digital, social media marketing, public relations, VIP events, media events, pre-race events and such.

Minglin: So you have any specific criteria for your sponsors?

Moorman: Sponsors do need to have a mission of integrating sustainability into their industries through products or services and taking into account how they impact the health of the planet and its people. Non-profits or causes with mainstream appeal are also encouraged to work with us as this is a great way to gain national and grass roots support across the country.   There are four associate spots on the car in addition to the primary sponsor so a car can be sponsored in several ways; we encourage companies and organizations to contact us to talk about how they could be a sponsor.

Minglin: How do you plan on getting fans involved with the team and its environmental efforts?

Moorman: We will have ways for fans to get involved with the Get Green Racing program and our sponsors through online promotions, race events and other pre-event activities. We want to look for ways to keep our audience engaged and interested in being more environmentally aware on a regular basis-- it’s not just a race promotion.

Minglin: How exciting! I can’t wait to see Get Green Racing on the track very soon. Thank you, Kris.