Busch Light’s New “Accelerate Her” Program
Saiesha Munuri
Marketing Editor
Busch Light Makes a $10 Million Commitment to Advancing Women to NASCAR’s Top Level.
As consumers prioritize social justice, few brands are targeting equality. Similarly, given Busch Light’s long-standing relationship with NASCAR, Busch Light addresses the female inequality drivers face through the Accelerate Her program. According to the press release, on February 14, 2022, despite being one of the few sports where men and women compete together, currently, no women are competing at the highest levels of NASCAR. The $10 million program will assist drivers’ progress by funding track time, media exposure, and instruction. The inaugural seven drivers participating in the program are Toni Breidinger, Natalie Decker, Amber Balcaen, Jennifer Jo Cobb, Brittney Zamora, Stephanie Moyer, and Melissa Fifield. “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,,” states Krystyn Stowe, Busch Senior Brand Director.
Sponsorship is vital in rising the ranks, and it may be the determining factor for a gifted athlete on the cusp of cup series glory, as these drivers can confirm. This program will make a direct investment in every woman driver aged 21 and up, establishing a program to track their progress, expand their access to the sport, and recognize their achievements. These factors aid in attracting new followers and increasing the sport’s significance among women, Gen-Z, and other growing demographics. This increasing relevance draws new sponsorship, increases the sport’s appeal, and, as a result, expands the prospects for existing and future talent. Busch Light Accelerate Her is the next phase in a 40-year connection between Busch Light and NASCAR that has moved the sport ahead by bringing fans closer to the action and extending NASCAR across the United States. The Busch Light Accelerate Her Program was formally introduced with a national television commercial that aired live across the country on NASCAR’s biggest day, the Daytona 500, on February 20. In addition, NASCAR has devoted a quarter of its annual budget to only assisting marketing and brand support for its female drivers. The Busch Light Accelerate Her initiative was NASCAR’s first move toward a future with more female drivers on and off the track.
According to Forbes, brands risk losing the business of millennials and Generation Z if they don’t present themselves as socially responsible and take concrete steps to back up their promises. The announcement of the Busch Light Accelerate Her campaign during NASCAR’s biggest event of the year might help the beer brand present itself as socially conscious and engaged. This year, Busch Light isn’t the only Anheuser-Busch brand to promote gender equality in sports. Michelob Ultra broadcast their “Superior Bowl advertisement” at the Super Bowl on February 13, showcasing Peyton Manning, Alex Morgan, Jimmy Butler, Nneka Ogwumike, and Brooks Koepka in a competitive bowling game only to be overshadowed by Serena Williams’ appearance. The astonishment shown to Williams at the end of the commercial emphasizes female athletes’ abilities. Michelob Ultra has also given $100 million to help female athletes get more recognition in sports.
Contact Saiesha at Munurisa@shu.edu