Here’s another one of those supposed women diversity programs that made big headlines in February 2022 – Busch Light’s Accelerate Her. This program claims that it “is a three-year commitment that takes aim at the inequity of resources available to women drivers by investing directly in every 21+ woman driver in NASCAR, providing brand-building opportunities to increase fan visibility of drivers and the sport.”

That’s nice. What has the general public heard since the grand announcement in February? Crickets. What has the public seen since the grand announcement? NADA. There has absolutely been ZERO press releases, interviews with program execs or regular news updates. Pretty astonishing for something of this magnitude (I.e.. $10 million invested over a three year period eligible to all women competing in NASCAR aged 21 and older).

I will say that NASCAR (oh yes, they are a key component of this program) has strategically (?) released a press release here and there highlighting a particular female driver. But that is all.

Five months since the announcement the ONLY news cryptically came in a Q&A with Toni Briedinger in April when asked how this program was making a difference for her. She responded, “I’m not part of Busch’s program anymore. Right now there is a huge narrative large corporations are trying to say they support women in sports. So they make big announcements that they are supporting.”

And it gets better. Toni continues with, “It’s important that people know – if a company isn’t on my car or my suit or my helmet they aren’t my sponsor. I’m focusing on my sponsors that are actually being about it and putting my car on the track and really supporting women in sports.”

You determine for yourself what her statements suggest. As to the program’s claims, they claim this program is for all women competing in NASCAR 21 and older. However, only eight women were chosen to be the initial participants. Hmmmm. There are more than eight women competing in NASCAR – granted not all in the upper levels.

So, how come all the details are not revealed. Is it applicable to only full time racers at the top three levels of NASCAR? Why is it when you go to the Busch Light website to get more details on the program you have to verify that you are 18 or older to enter, only to find zero additional information other than what was released in February? Is this another “Drive for Diversity” sham / con job that NASCAR is perpetuating in order to make them APPEAR as if they really care about diversity and especially women? Why does it seem as if $10 million invested over three years is a lot when it isn’t. You do the math – $10 million divided by three equals $3.33 million per year. Now, divide that by eight drivers. That is a little over $400,000 per driver. Granted, good money for most of us, but what is that really buying for these drivers?

So, let’s review what we do know.

  • One major press release announcing the program in February
  • No follow up press releases since February
  • No news coverage
  • No additional information on their website
  • Contradictory claims about who is eligible – all women drivers in NASCAR versus eight actual drivers
  • A major driver quit the program seemingly because the program is all talk and no substance

Once again, NASCAR shows its true colors and commitment to women through a smoke-and-mirrors media hype.

Sad, pathetic and downright disgusting.