Corporate Social Responsibility (CRS) has become an integral part of business world now as huge corporations and even smaller businesses are now looked upon to show their commitment to their communities. NASCAR is not lagging behind in fulfilling its role of Corporate Social Responsibility. For example, the NASCAR Foundation came into being in 2006 and has been involved in charitable causes since its inception through different programs and with the help of various non-profit sponsorships. One of its emphasis has been on initiatives to help children to live, learn and play.
This time NASCAR has come up with the Coca Cola Chase for Charity Program in collaboration with its sponsor, the Coca Cola Company. This program involves auction of collectibles, autographed items from race tracks and Victory Lane, and drivers’ and teams’ personal collections. And since this auction is combined with a noble cause of charity, it has doubled the attachment of fans to this effort. This auction will conclude on December 3. I see this action plan of NASCAR executed at just the right time, when the audience is declining and reduction in viewership is occurring. It is a great way to attract fans in two ways, one by creating excitement of getting NASCAR related collectibles through auction and another by touching fans emotionally through this cause of being charitable.
Besides the NASCAR Foundation there are two more projects NASCAR is carrying forward in betterment of the NASCAR community. One is a “Green initiative” to reduce the environmental footprint of NASCAR and the other one is “Drive for Diversity” to increase minority and female participation in the sport. These efforts of NASCAR towards the good of the whole nation positions NASCAR distinctively in the minds of its viewers and fans. I, being fan of NASCAR, really appreciate the ways it is playing its role in CSR. I believe when our favorites come up with such good causes, the fans feel proud and the loyalty towards that brand increases. The current efforts of NASCAR towards the well being of community is once again making its hardcore fans feel immense pleasure in being associated with this sport and it may also help NASCAR regain some of the lost viewership and attendance. FA