DAYTONA BEACH, Fla. -- NASCAR and the Ross Initiative in Sports for Equality (RISE) today announced a new campaign to promote diversity, inclusion and equality within and outside of sports. A public service announcement (PSA) featuring several NASCAR drivers will encourage fans to take the pledge to end racism at RISEtoWin.org.
The PSA features six-time NASCAR Sprint Cup Series champion Jimmie Johnson, 2015 Daytona 500 winner Joey Logano, 2014 Coke Zero 400 winner Aric Almirola and NASCAR Drive for Diversity graduates Kyle Larson and Darrell Wallace Jr.
The PSA will air during NASCAR national series races this weekend on FS1, culminating with Sunday's FireKeepers Casino 400 at Michigan International Speedway (1 p.m. ET on FS1).
NASCAR Chairman and CEO Brian France is a founding member of the RISE Board of Directors and has helped steer the growing initiative, which was founded by Miami Dolphins owner Stephen Ross.
"Discrimination has no place in our society, which is why we have partnered with RISE and Stephen Ross to help put an end to intolerance in sports," said France. "With the help of our talented drivers who support this important message, we want to reinforce our sport’s unwavering commitment to promoting diversity and inclusion."
Last fall, NASCAR joined several major sports leagues in partnering with the new alliance of top leagues, associations, media networks and educators. France serves on the RISE board alongside the commissioners of the NFL, NBA, NHL and MLB, and other leading sports executives.
"We believe the ideals and values associated with sports can serve as a unifier for positive change," said Ross. "I want to thank NASCAR for its commitment to RISE and our mission to advance race relations and drive social progress."
In the PSA, NASCAR drivers invite sports fans to take the pledge to treat everyone with respect and dignity, and to speak up whenever they know discrimination is happening.
"It's important to be part of a PSA that shows athletes taking a stand against discrimination of any kind, and I hope that my participation helps to advocate and influence for an end to discrimination and harassment," said Jimmie Johnson, driver of the No. 48 Chevrolet for Hendrick Motorsports.