Since becoming the entitlement sponsor of the NASCAR Xfinity Series ahead of the 2015 season, Comcast has not only talked the talk but has continued to walk the walk.
That year, it picked up the Dash 4 Cash, a series of four races with a monetary bonus going to the highest finisher of the four qualifying drivers. At the time, should a driver be the highest finishing Dash 4 Cash driver in all four races and win the final event, there would be a hefty $1 million prize waiting for them come the checkered flag.
It was a near impossible achievement for any driver.
Over the past handful of years, Xfinity shifted its focus by not only allotting a $100,000 bonus for the highest finisher in each of the four Dash 4 Cash races, but also giving back to the community. That’s something that the company sees as its duty.
“When talking about digital divide, we understand the power of the internet, this necessity of access of reliable, high-speed internet,” Matt Lederer, Comcast’s VP of Brand Partnerships, said. “Think about right now, you’re not doing your job without that. Think about the veteran returning; how are they going to find out their benefit situation or apply for their next job with it?
“The need for reliable, fast, high-speed internet is crucial to the new digital world. We have a responsibility in that area.”
Beginning last year, Comcast unveiled its Project UP initiative, which is the company’s comprehensive initiative to advance digital equity and help build a future of Unlimited Possibilities. By 2030, Comcast believes the demand for workers with basic digital skills will increase by 69%. Over the next 10 years, the company will commit $1 billion to help close the digital divide, reaching 50 million people over more than 1,000 communities.
Included in the Project UP umbrella are the implementations of lift zones and Comcast RISE, where Comcast is supporting minority small businesses.
“Everything we do is about that idea of letting…
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