NASCAR and Coca‑Cola have teamed up to recognize the sacrifices of the nation’s military community through a new long‑term partnership called the NASCAR Heroes Pass.
The program, unveiled as part of the broader NASCAR Salutes 250 Together campaign, will award 250 active‑duty service members and veterans with two tickets to a NASCAR race each year for the next 20 years.
Nominees were gathered during Military Appreciation Month, with thousands of fans submitting names of service members they believed deserved recognition.
GOVX, the verification partner, vetted each submission before the final list of recipients was selected, ensuring that the honorees represent every branch of the U.S. Armed Forces and a cross‑section of communities nationwide.
Each recipient receives a custom gift box that includes a hat, a personalized letter, commemorative tickets, a pin, a patch, a mug and a challenge coin, creating a tangible reminder of their achievement.
A lasting tribute
The excitement reached a personal level when drivers Daniel Suárez, Chase Elliott and Joey Logano surprised three of the honorees in Charlotte, presenting the gifts and sharing moments that highlighted the deep connection between the sport and military families.
Jess Smith, NASCAR’s Vice President of Brand, said the initiative is about more than a single month of appreciation; it is about building lasting relationships that extend far beyond Military Appreciation Month.
Don Rouse, Coca‑Cola North America’s Vice President, added that the program reflects the company’s commitment to honoring those who serve and to creating meaningful experiences that resonate with their communities.
Beyond the tickets and gifts, the Heroes Pass is designed to foster ongoing engagement, giving military families a permanent seat at the track and a chance to become part of the NASCAR family.
Fans interested in learning more about the recipients and the program can visit NASCAR.com/Salutes, where the full list of honorees and details about the initiative are available.