NASCAR’s recent decision to abandon its biofuel branding comes as a surprise change while also raising questions about the future of biofuels in the sport.
In a move that will see changes implemented from 2025 onward, NASCAR will no longer require teams in its National Series to display the American Ethanol “Get Bioethanol” branding. This change will affect all three major series: the NASCAR Cup Series, the Xfinity Series, and the Craftsman Truck Series. Though this announcement surfaced through a memo acquired by Racing America OnSI, NASCAR has yet to publicly explain the reasoning behind this decision.
NASCAR’s embrace of biofuels dates back to 2011, when it started a partnership with Growth Energy, the leading trade association for bioethanol producers and supporters in the United States. This partnership introduced Sunoco Green E15, a biofuel blend consisting of 15 percent ethanol, across NASCAR’s three national touring series.
Over the years, this initiative has led to a 20 percent reduction in greenhouse gas emissions while simultaneously boosting horsepower performance on the circuit. The adoption of Sunoco Green E15 has been well-received, with NASCAR recently celebrating more than 20 million competition miles driven on this environmentally friendlier fuel.
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American Ethanol, a key player in NASCAR’s biofuel journey, has been highly visible within the sport. The brand ranks among the top ten most recognized in NASCAR. Its sponsorship extends beyond classic branding, as American Ethanol frequently sponsored the green flag at events and supported Richard Childress Racing’s driver Austin Dillon by featuring prominently on his No. 3 Chevrolet car in several races during the 2024 season.
These efforts have not only helped make biofuels more recognizable but have also encouraged consumer adoption. E15 fuel, known as Unleaded 88, is approved for use in all vehicles from 2001 onward and has been driven over 100 billion miles by American consumers.
Despite its established presence, with NASCAR’s new branding decision, speculation abounds regarding the future of the partnership with American Ethanol. While the absence of the branding requirement doesn’t explicitly end this partnership, it does raise questions. It remains uncertain whether this change is indicative of a broader strategic shift within NASCAR’s sustainability initiatives or if it merely signifies a marketing realignment.
NASCAR’s partners have been keenly involved in promoting ethanol’s benefits. Growth Energy, under the leadership of CEO Emily Skor, has played a crucial role in positioning Sunoco Green E15 as a high-performance and environmentally beneficial fuel. Sponsorship and partnership initiatives continue to push these benefits, as highlighted by NASCAR’s VP of Partnership Marketing, Michelle Byron, who has commented on the dedication of partners like Growth Energy in minimizing NASCAR’s environmental footprint.
For years, the partnership helped NASCAR bolster its environmental consciousness, offering a platform to showcase biofuel’s advantages in a high-octane sport. The changes happening now may influence future strategies concerning NASCAR’s role in promoting sustainable practices.
The current move to discontinue the display of the “Get Bioethanol” branding from 2025, without an apparent direction or communication from NASCAR, leaves many questioning what lies ahead for biofuels in the sport.
