Busch Light's New Program Pushes for Gender Equity in NASCAR
February 18, 2022
At the 64th running of the Daytona 500 on February 20, long-time NASCAR sponsor and beer brand, Busch Light will launch its Accelerate Her program, a three-year, $10 million commitment to elevating women to the highest level of NASCAR motorsports.
As stated in its release: “This first-of-its-kind program is focused on addressing the one number that needs the most attention in NASCAR – zero women drivers are currently competing in the sport’s highest level. As one of the only large-scale sports organizations where women and men compete directly, accelerating gender equality in NASCAR presents a major and immediate opportunity to advance diversity in sports, both today and for future generations.”
Busch Light Accelerate Her will advocate for diversity in sports, both today and for future generations by elevating women drivers who are currently paving the path. This program will invest directly in every 21+ women driver and put in place a program to track their development, improve their access to the sport and celebrate their success.
“Through our sponsorship rights and our platform, we’re seizing the opportunity to make historic progress toward gender inclusivity and while the immediate program goals may start here, we hope the sentiment will carry far beyond that, encouraging the broadest level of inclusivity across all sports,” said Krystyn Stowe, Senior Brand Director, Busch Family of Brands at Anheuser-Busch.
Sponsorship plays a vital role in climbing the ranks and can be the deciding factor for a talented athlete on the verge of cup series stardom. The inaugural sponsorship recipients are Toni Breidinger, Natalie Decker, Amber Balcaen, Jennifer Jo Cobb, Brittney Zamora, Stephanie Moyer and Melissa Fifield. A portion of the donation will also be used as a sponsorship fund for future talent.
“I know first-hand that women drivers in NASCAR face obstacles in advancing to the highest levels of the sport,” said Toni Breidinger, Busch Light Race Team. “But the track doesn’t know gender, the car doesn’t know gender, so gender is irrelevant. At the end of the day, we’re all drivers on the same track racing towards the same goal. I’m proud to take part in the Busch Light Accelerate Her program alongside other women drivers because it’s not only an incredible new stream of direct support, but it’s the first real step toward spotlighting the gender imbalance.”