NASCAR and Coca‑Cola have unveiled a multi‑year program that will grant 250 active‑duty service members and veterans two tickets to NASCAR races each year for the next two decades.
A lasting tribute to those who serve
The initiative, branded as the NASCAR Heroes Pass, is part of the broader NASCAR Salutes 250 Together campaign, which seeks to honor military sacrifice beyond a single month of appreciation.
Fans were invited earlier in the year to nominate deserving service members, with each submission vetted by GOVX to ensure eligibility.
Recipients will receive a custom gift box that includes a Heroes Pass hat, a personalized letter, commemorative tickets, a NASCAR pin, a patch, a mug and a challenge coin, creating a tangible reminder of their recognition.
Three of the honorees were recently thanked in person by NASCAR drivers Suárez, Elliott and Logano at a ceremony in Charlotte, North Carolina, where the drivers presented the gifts and shared stories of the recipients’ service.
Jess Smith, NASCAR’s Vice President of Brand, said the program reflects the sport’s commitment to recognizing the sacrifices of service members and building a lasting connection between the military community and NASCAR’s tradition.
Don Rouse, Vice President of Coca‑Cola North America, added that the partnership extends the spirit of Military Appreciation Month into a year‑round experience that benefits families and reinforces the shared values of dedication and teamwork.
The Heroes Pass recipients represent every branch of the U.S. Armed Forces and hail from communities across the country, ensuring that the program’s impact is felt nationwide.
By providing two tickets annually for 20 years, the program promises a generational legacy of experiences for the awardees and their families, embedding them deeper into NASCAR’s cultural fabric.