Kansas City, Kan. ? This fall’s NASCAR Busch Series race at Kansas Speedway will be the first in the sport’s history to bear the name of a charitable organization, track and sponsor officials said Friday.

The race, set for Oct. 8, will be called the “United Way 300 Presented by Yellow Transportation and Sprint.”

“Not only will the United Way 300 provide unprecedented visibility for United Way at an important time of year, it will help us inject an extra dose of fun and excitement into this year’s campaign,” said Tom Dugard, president of Heart of America United Way.

Yellow Roadway Corp., Yellow Transportation’s parent company, and Sprint Corp. are both based in the Kansas City suburb of Overland Park.

William D. Zollars, Yellow’s president, chairman and chief executive officer, also is the volunteer co-chairman of this year’s Kansas City Area United Way campaign. Michael Fuller, president and chief of operations for Sprint’s Local Telecommunications Division, serves on the Heart of America United Way’s board.

“Anybody who has ever visited or lived in Kansas City knows that this is a city that really cares about each other,” Fuller said at a news conference.

Yellow Transportation sponsors a car in the Busch Championship Series.