In an announcement made Tuesday, NASCAR revealed it has joined forces with the web’s most elite e-commerce platform, GOVX, in a multi-year Miltix Program partnership. GOVX is devoted to selling outdoor and tactical equipment at an exclusive discount to military personnel, government service employees, and emergency responders.
The collaboration aims to bolster continued support to service members and honor them for their sacrifices through an exclusive Miltix Program. The Miltix program is designed to offer on-track ticket discounts of up to 15% or higher, but it means so much more to NASCAR Executive VP Michelle Byron and others.
About the NASCAR and GOVX Partnership
At its core, NASCAR has always prioritized military service members and their families. Since the franchise was incorporated in 1948, it has been dedicated to honoring those who paid the ultimate sacrifice. A multi-year partnership with GOVX is no exception. The collaboration allows NASCAR to capitalize on its appreciation for active-duty and retired service members.
According to CEO Alan Cole, GOVX has nearly 1o million members, and he strongly believes this will stretch the availability of NASCAR’s Miltix program. Cole mentioned the franchise has relished the support of service members on the track and off and is looking forward to forging the same recognition into GOVX. NASCAR has actively recognized Military Appreciation Month through the NASCAR Salutes Together program in partnership with Coca-Cola for ten years.
The program is highlighted at the Coca-Cola 600 at Charlotte Motorspeedway annually to honor the nation’s fallen heroes. Each Cup Series car and pace car displays the name of a fallen soldier on its windshields during the race as a thank you and to honor their memory. This dedication solidifies GOVX’s decision to partner with NASCAR and expand patriotism through the Miltix Program for years to come.
“Since the inception of our sport, honoring members of the military has been a big piece of the fabric that makes up NASCAR and, in partnership with GOVX, the Miltix program is one of many ways we’re able to do that,” said NASCAR Executive Vice President Michelle Byron.
The Importance of the Miltix Program
NASCAR’s original Miltix Program, launched in April 2023, began offering grandstand tickets at a discounted price in May for Military Appreciation Month. The subsequent gesture continues to support the NASCAR Salutes and Troops to the Track Program initiatives. GEICO has long presented the program, but GOVX hopes to continue building on the mainstay that has become the fabric of NASCAR and the military community.
Having GOVX as the newest Presenting Sponsor and Official Verification Partner widens the opportunity for military and government personnel to earn exclusive discounts to events outside of Military Appreciation Month. NASCAR Executive VP Michelle Byron believes there is nothing like an on-track racing experience, and she is honored to give military members past and present easier access.NASCAR also hopes the program can expand globally, as NASCAR hosts races in 11 countries outside the United States.
GOVX is the leading online marketplace touted for military personnel, government service employees, and emergency responders, so it won’t be long before those across borders are recognized. The company has raised just over a million dollars through the GOVX Gives Back Program since 2022. The GOVX Gives Back Program takes some of the proceeds collected from GOVX.com orders and donates to military and first responder non-profits. Capitalizing on NASCAR’s longstanding commitment to those who serve, GOVX will raise money and expand support to the Militx Program.
Final Thoughts
The partnership between NASCAR and GOVX is a testament to both companies’ commitment to honoring all who serve. NASCAR has always held military and government personnel in the highest regard, and the Miltix Program gives honorees a chance to step away from reality and onto the track. This collaboration is just one of many partnerships the franchise has to support dedicated service members and is slated to grow nationally and globally.
