ALLADEGA, Ala. — NASCAR’s new leadership team pledged urgency, unity and renewed swagger for stock car racing’s next era as Steve O’Donnell officially stepped into the role of chief executive officer, flanked by chairman Jim France and newly named chief operating officer Ben Kennedy.
Speaking Saturday ahead of a Cup Series race weekend, France praised the organization’s workforce and credited O’Donnell and Kennedy with steering NASCAR through the COVID-19 shutdowns that reshaped the sports industry.
“I think I can speak with some real experience here that we have the finest team of people working and running NASCAR that we’ve ever had in our entire history,” France said. “Steve and Ben went to work putting together the plan that got us back to the racetrack, led the way for major sports getting back in business and were the first to bring fans back.”
O’Donnell, a NASCAR veteran of more than 30 years, said his immediate priority is aligning teams, tracks, manufacturers, broadcasters and employees around a shared long-term vision.
“When we’re at our best as a sport, we’re all working together and we’re aligned to make each other better,” O’Donnell said. “The first goal that we’ve got is to really unite our industry.”
He emphasized that NASCAR is building on nearly eight decades of history rather than starting fresh, pointing to its charter system, broadcast agreements, evolving schedule and portfolio of racing series as foundational strengths.
“We have a solid foundation,” O’Donnell said. “Our job is to tap into the collective intelligence of this industry and move with urgency.”
O’Donnell also framed NASCAR as “an American original,” stressing the importance of connecting with younger fans while preserving the sport’s identity.
“Our job is to make sure the next generation of fans knows this sport belongs to them,” he said. “Not because we changed who we are, but because they recognize what our core fans have known all along — that we’re a bad‑ass American sport.”
Kennedy, 32, assumes the COO role after reshaping NASCAR’s schedule in recent years, including innovative events such as the Los Angeles Memorial Coliseum Clash and the Chicago Street Race. He acknowledged operational changes ahead, including Julie Giese taking the lead on future scheduling as he balances expanded responsibilities overseeing competition and venues.
Kennedy, a former driver and team owner, said his racing background has helped him build trust in the garage.
“More important than anything are the relationships,” Kennedy said. “That empathy and perspective matter in this business.”
O’Donnell echoed that sentiment, pointing to Kennedy’s work ethic and credibility with teams, noting that Kennedy once met with every Truck Series owner within days to gather feedback on competition issues.
Fan engagement and accessibility were recurring themes throughout the session. O’Donnell said NASCAR is recommitting to listening to its audience, citing the return of The Chase format, increased horsepower, and the sport’s “Hell Yeah!” marketing campaign as steps toward restoring fans’ sense of ownership.
“We’re the one sport where you know exactly how the fans feel,” O’Donnell said. “If we get someone to the infield at Talladega, they’re coming back.”
Looking ahead five years, O’Donnell envisioned NASCAR as a must-have media property, with rising team values, more sponsor activation and drivers becoming crossover stars beyond motorsports.
“We’re building off an incredibly strong foundation,” he said. “We just have to keep doing the right things to let it grow.”