BSS helps bring sustainable sponsorships to popular motorsports venue

Infineon Raceway of Sonoma, one of the most successful motorsports venues in the United States, sought a new partnership platform that would provide funding to implement eco-friendly and energy-saving venue infrastructure improvements and to showcase new green performance technologies. Bartram Sponsorship Strategies worked with track management to develop a new sustainable partnership program – the Accelerating Sustainable Performance program – that provides a platform for the raceway to achieve its greening and capital improvements goals while offering partners the opportunity to take part in a high-visibility, forward-thinking campaign.

The raceway unveiled major venue infrastructure improvements for the 2011 season, accomplished with the assistance of several new partnerships, most notably a multi-year relationship with Panasonic. The Panasonic partnership brought 1,652 new solar panels to the raceway in 2011, with a capacity of over 350 kilowatts. These panels now power 41% of the raceway’s energy needs. Panasonic also helped the raceway to add a new dual-sided LED display board along Highway 37 that is powered by the new solar panels. In addition, the newly-renamed Panasonic Technology Center is in the process of being transformed into a model of cutting-edge technology and energy efficiency. With these highly visible improvements, Infineon Raceway and Panasonic send a message of sustainability to hundreds of thousands of fans and millions more through media.

Other major partners currently participating in the program are PG&E, which conducted an energy audit of the raceway in 2010; Amyris, the raceway’s exclusive diesel provider; and Safety-Kleen, which recycles used oil products at the raceway’s NASCAR and NHRA events.

Going forward, the raceway plans to implement a series of additional measures and events related to the program. The Accelerating Green Performance Summit will take place leading up to IndyCar weekend in August 2011, and will feature key industry experts, thought leaders and green racing technology demonstrations, and will involve the raceway’s sustainability partners. In 2010, the raceway hosted the first zero-emission motorcycle race in the country, and plans to ultimately host low-carbon or carbon-free races in conjunction with all major events. Other planned actions include a collaborative transportation program and an enhanced recycling program.

With the help of BSS, Infineon Raceway has taken a lead role in driving the much-needed greening of racing, and is doing so using the power of partnerships. With its commitment to a sustainable and tech-savvy approach to the enhancement of their venue, Infineon Raceway has solidified its role as a progressive leader in the world of motorsports.