NASCAR should become more involved in sustainability initiatives. NASCAR branding consists of mixing multiple marketing initiatives. Mixing different marketing initiatives for a branding strategy gives NASCAR sustainability in the market. Being more involved in sustainability initiatives gives the organization a solid backbone in the industry and could make the organization more appealing to investors. In January 2006, under pressure from Clean Air Watch, a Washington, DC-based environ mental group, NASCAR finally relented and the industry will began using a lead-free fuel made by Sunoco called 260 GTX by 2008 (Schmidt, 2006). Their decision to make the air cleaner by using lead-free fuel is a positive for the organization and it could be put
