Full Throttle

The Drive for Diversity program is gearing up for the 2009 season with the launch of a new online social gathering space Drive for Diversity: The Community.

The social community, which launches today offers website visitors a more interactive and intimate way to learn about the Drive for Diversity initiative.

Using a collection of social media tools, The 909 Group, which manages the Drive for Diversity program, has created a community for fans and prospective program participants to interact with Drive for Diversity drivers, crew members and program staff. Users can create personalized pages, upload photos and video, and network with other members of the Drive for Diversity community.

“The online social community is a fresh and exciting new element for the Drive for Diversity program,” said Max Siegel, CEO of The 909 Group. “Drive for Diversity continues to be the NASCAR industry’s leading on-track diversity initiative and our enhanced web presence illustrates our continued commitment to increasing diversity in the sport by bringing together drivers and fans from across the country in support of the Drive for Diversity initiative.”

The online community will also give diverse drivers, including the 12 members of the 2009 Drive for Diversity class, a platform to showcase themselves in front of industry media, sponsors and team owners. Drivers interested in earning the opportunity to compete with the Drive for Diversity program can also use their personal profile page as part of their application for the program.

“We’re giving drivers and crew members interested in the Drive for Diversity program a unique opportunity to present themselves not only to us, but to potential sponsors and employers,” said Tina DeVeaux, Vice President of Marketing for The 909 Group. “Our new social community provides these individuals with a place to tell their story and really create a brand for themselves within the industry.”

This season marks the first year for the program under the management of The 909 Group. The 909 Group is taking a hands-on approach to the day-to-day operations of Drive for Diversity, and is working to increase its reach inside and outside the sport, create mainstream marketing programs for the initiative and further involve the entire NASCAR industry, particularly top-tier teams and sponsors.

The Drive for Diversity program currently supports four drivers in the NASCAR Camping World Series - two in the East and two in the West - and eight drivers in the NASCAR Whelen All-American Series. The Drive for Diversity program, NASCAR’s leading on-track diversity initiative, has been supporting minority and female drivers in NASCAR’s developmental series since 2004.