International Speedway Corporation Receives NASCAR Partner Award for Excellence in Diversity

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International Speedway Corporation (“ISC”) was awarded the NASCAR Partner Award for excellence in diversity at a ceremony held yesterday at Daytona International Speedway. 

 

At the fifth annual NASCAR Diversity Awards Luncheon, The National Association for Stock Car Auto Racing (“NASCAR”) celebrated the outstanding achievements of ground-breaking individuals and organizations in the area of diversity.

 

“NASCAR, its teams, tracks, sponsors and industry stakeholders are committed to diversity throughout the sport,” said Marcus Jadotte, NASCAR vice president of public affairs and multicultural development. “Coming together to acknowledge the outstanding work of these individuals and organizations gives us the opportunity to heighten awareness of the strides that are being made in the sport.”

 

The NASCAR Partner Award was in recognition for ISC’s efforts to increase participation and awareness of the sport among Hispanic fans.  The NASCAR Diversity Affairs department partnered with three ISC motorsports facilities — Chicagoland Speedway, Homestead-Miami Speedway, and Phoenix International Raceway — to execute a pilot program entitled “Bienvenidos a NASCAR.”

 

The resulting partnership increased NASCAR’s targeted Hispanic reach via advertising and promotions, as well as concerts and Spanish language garage QR codes that gave an overview of the sport. It also enhanced the at track experience for Hispanic fans by incorporating culturally relevant touch points throughout the race weekends.

 

“We have grown from a single track to a Company that has major motorsports facilities across the country,” stated ISC Chief Executive Officer Lesa France Kennedy.  “We are proud to be a part of these communities, which presents us with a wide array of multicultural backgrounds and ethnicities.  The success of the sport, and ultimately the success of ISC, depends on growing the sport.  We recognize that to broaden the appeal of our sport is through a concerted industry-wide commitment to promote diversity and help create opportunities throughout the motorsports industry.”

ISC PR

Speedway Digest Staff
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