Greenness in the auto racing industry is an emerging trend, but is still in its early stages, lacking industry-wide organization. NASCAR, which leads the industry in revenue and fanbase, has traditionally been behind the ball regarding green initiatives compared to some of the other leagues. While the Indy Racing League’s Indy car series is already in its second year of running on 100% ethanol, for example, NASCAR only switched from leaded to unleaded fuels a couple of years ago.

Some of NASCAR’s recent moves, such as the recent hiring of Dr. Mike Lynch to head up its new green initiative, suggests that NASCAR might finally be on the right track when it comes to sustainability. According to Lynch, NASCAR has already begun implementing a number of new initiatives, such as the construction of two new buildings which both qualify for LEED certification and increasing the efficiency of each track’s recycling program.

NASCAR’s corporate partners, many of which are sustainability leaders in their respective industries, are also becoming more involved. Goodyear, the official tire of NASCAR, shreds and recycles nearly all the used stock car tires. Safety Kleen Systems, Inc, provides oil recycling and re-refining services to more than 200 NASCAR-sanctioned races a year (amounting to around 170,000 gallons annually). Waste Management, one of NASCAR’s key environmental partners,is also setting benchmarks to help NASCAR’s greening efforts, providing exclusive waste and recycling services to all tracks holding NASCAR Sprint Cup Series and NASCAR Nationwide Series races.

“My first priority is to meet with the key people in the industry to review and enhance the positive steps that are already being taken” Lynch explained. “The next step will be to execute a comprehensive green initiative that relies on innovation and change.”

By Dan Giacomini, at The Element Agency in New York.