Riley Nelson

Head of Sustainability – NASCAR

“Riley’s journey to becoming NASCAR’s Head of Sustainability reflects her dedication to merging sports and sustainability. Her educational foundation in sport management and sustainability has been instrumental in shaping her career. From her early days managing social media for Michigan Hockey to her current role, she has navigated challenges with resilience and balances the demands of her career with personal life. She emphasizes the importance of mentorship and gender equality, advocating for greater opportunities for women in sports. Riley’s passion lies in bringing people together through live events and fostering a culture of sustainability within the sports industry.” -Zara Halabu

Please describe your role and responsibilities at that position?

As Head of Sustainability, my role is to promote sustainable practices that benefit both people and the planet. Our team works to integrate clean energy and waste reduction initiatives at facilities and events, collaborating across departments while raising awareness about sustainability within the organization and community.

What did you study in college and how did your educational background shape your career in the sports industry?

I studied Sport Management at the University of Michigan and earned an MBA in Sustainable Innovation from the University of Vermont. My education helped me understand how crucial it is that sustainability and the sports industry intersect, particularly via mass communication and purposeful operations.

Can you share the key milestones in your career that led you to your current position in the sports industry?

A major milestone was securing an internship with Michigan Hockey during my senior year. I was one of the first communications interns for the team and significantly grew their social media presence through graphics, videos, and innovative content (pre TikTok days!). This experience opened doors, helped me gain confidence in my voice and abilities, and developed essential skills that I still use on a daily basis.

What are some of the biggest challenges you’ve faced as a woman in the sports business, and how have you overcome them?

I have unfortunately faced sexual harassment in the workplace, as early as when I was a 19-year-old intern. My mother was a successful and commanding lawyer who taught me to advocate for myself and stand firm in difficult situations. Note to everyone reading this – if you ever find yourself in an uncomfortable situation, first know that you absolutely don’t deserve to feel that way and there will be allies who believe you and support you. And secondly, document everything!

Balancing a career is demanding. How do you manage a work -life balance? What strategies have worked well for you?

Setting clear boundaries and maintaining open communication are key. I recognize that balance is a constant effort and being intentional with my time helps me stay grounded.

How important is mentorship for women in the sports industry? Have you had mentors or role models who played a significant role in your career and can give some details?

Mentorship is crucial for growth, confidence, and opening doors. I’ve benefited from mentors who helped me navigate my career and encouraged me to explore various opportunities across industries. I am thankful for each and every one of them.

In a male-dominated industry, do you feel women are given equal opportunities? What steps do you think can be taken to promote gender equality in the sports industry?

Opportunities are improving thanks to greater media representation and advocacy. Promoting mentorship programs and fostering inclusive hiring practices can further advance gender equality.

What aspects of your work in the sports industry do you enjoy the most? What parts do you find the most challenging?

I love the shared passion people who work in our industry have for sports and live events. It’s an immediate connecting point with anyone. However, the demanding schedule, especially when travel is involved, can be challenging to manage.

What advice do you have for young women aspiring to build a successful career in the sports industry?

Be vocal about your goals and take every opportunity to showcase your skills. A strong elevator pitch can make a lasting impression.

What is your long-term personal goal that you still want to achieve both business wise and personal?

Professionally, I want to continue supporting the growth of NASCAR’s sustainability efforts and make a lasting impression across our fanbase. Personally, I look forward to continuing to empower others and usher in the next generation of female leaders.