United Rentals Partners with NASCAR in Support of Team Rubicon Disaster Relief Efforts
NASCAR and United Rentals announced that United Rentals, the world’s largest equipment rental company, has joined as an official IMPACT Partner in joint support of Team Rubicon, the veteran-led humanitarian organization that serves communities before, during, and after disasters and crises. As a centerpiece of the partnership, NASCAR and United Rentals will host recruiting stations during select race weekends where fans can sign up as Team Rubicon “Greyshirt” volunteers for critical disaster relief operations.
These pop-up recruiting stations launched this weekend at Talladega Superspeedway and will continue throughout 2026, including a season kick-off activation during the 2026 DAYTONA 500 weekend and the United Rentals 300 NASCAR O’Reilly Auto Parts Series race. The initiative aims to grow Team Rubicon’s volunteer base by tapping into NASCAR’s fan community and inviting them to join thousands of volunteers who respond to disasters, humanitarian crises, and community needs nationwide.
“We’re thrilled to welcome United Rentals as an official NASCAR IMPACT Partner in support of this shared mission to serve communities in their greatest time of need,” said Eric Nyquist, senior vice president and chief impact officer at NASCAR. “By connecting our passionate fanbase with Team Rubicon’s critical mission, we’re creating meaningful opportunities for NASCAR fans to make a real difference in disaster relief efforts across the country.”
Positive change
Launched in 2023, NASCAR IMPACT encompasses the sport’s commitment to create positive change in communities across the country by partnering with organizations on the front line. This partnership with United Rentals represents a significant expansion of NASCAR IMPACT’s veteran engagement and community-building pillar, leveraging the sport’s platform to support disaster preparedness and relief efforts.
“We are proud to partner with NASCAR in support of Team Rubicon’s vital work,” said Mike Durand, executive vice president and chief operating officer at United Rentals. “Our company has a long history of supporting disaster relief and community rebuilding efforts, and this partnership allows us to expand that impact alongside NASCAR’s incredible community. Together, we can mobilize more volunteers and resources to help communities recover and rebuild when they need it most.”
United Rentals, founded in 1997 and headquartered in Stamford, Conn., is the world’s largest equipment rental company, with more than 1,600 rental locations throughout the United States and Canada, serving construction and industrial companies, utilities, municipalities and communities.
Team Rubicon is a veteran-led humanitarian organization that serves global communities before, during, and after disasters and crises. Founded in 2010 by U.S. Marine Corps veteran Jake Wood, the organization pairs the skills and experiences of military veterans with first responders, medical professionals, and technology solutions to provide rapid disaster relief. Team Rubicon’s volunteers, known as “Greyshirts” for their distinctive grey shirts, respond to disasters in all 50 states as well as international humanitarian crises. Volunteer recruitment and onboarding will be managed by Team Rubicon in accordance with its policies.
About the Author
Michael Roth
Editor
Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a professional journalist. Roth has visited hundreds of rental centers and industry manufacturers, written hundreds of feature stories for RER and thousands of news stories for the magazine and its electronic newsletter RER Reports. Roth has interviewed leading executives for most of the industry’s largest rental companies and manufacturers as well as hundreds of smaller independent companies. He has visited with and reported on rental companies and manufacturers in Europe, Central America and Asia as well as Mexico, Canada and the United States. Roth was co-founder of RER Reports, the industry’s first weekly newsletter, which began as a fax newsletter in 1996, and later became an online newsletter. Roth has spoken at conventions sponsored by the American Rental Association, Associated Equipment Distributors, California Rental Association and other industry events and has spoken before industry groups in several countries. He lives and works in Los Angeles when he’s not traveling to cover industry events.