NASCAR News: Jim France makes pivotal hire appointing ex-F1 executive to key role

NASCAR recently hired Craig Stimmel as its new Senior Vice President and Chief Commercial Officer. Stimmel, who has worked in global sales and partnerships, was previously the Senior Vice President of Commercial for the Las Vegas Grand Prix.

He will now oversee NASCAR’s sales, including sponsorships, race deals, and media partnerships.

Stimmel will be based in New York and manage staff at over 20 locations across the country. Brian Herbst, NASCAR Executive Vice President, said Stimmel is the right choice for the job.

"NASCAR has the most brand-loyal fans and many of the most recognized sponsorships in professional sports, and Craig brings all the acumen to build upon our roster of tremendous partners and continue to deepen the engagement with our fans," Herbst said (via Jayski.com).

Stimmel, who will report to Herbst, has previously worked with major companies like WWE, Snapchat, and Procter & Gamble. At WWE, he helped boost client spending by 41% in 2023.

"In recent years, NASCAR has taken some impressive and successful steps to grow the sport, authentically tell the brand story and build momentum for the future. When you combine those factors with all the ways small and large brands alike can engage fans, new customers or new partners, it makes this opportunity extremely desirable, and I’m eager to continue building on the foundation already in place," Stimmel said (via Jayski.com).

NASCAR's long-time partner Geico ended its sponsorship deal after the end of the 2024 season. The company had been the official insurance provider for NASCAR since 2019.

Jim France, NASCAR’s chief executive officer, is also in the middle of an antitrust lawsuit filed by two teams over the 2025 charter agreements.

---

NASCAR's Xfinity Series' name sponsor to remain for 2025

Comcast's Xfinity signed a $200 million deal to rename the Nationwide Series to Xfinity Series from 2015 to 2024 (according to the Sports Business Journal). It was also the premier partner of the Cup Series along with GEICO, Coca-Cola, and Busch Light.

It was speculated earlier this year that NASCAR's Xfinity Series will get a name change. However, NASCAR President Steve Phelps confirmed that Xfinity will stay as the sponsor for the next season. The series will air on The CW in 2025.

“We are working through some final things with the Xfinity or Comcast about their premiere partnership and what our overall relationship looks like. So nothing to announce today other than apparently I’ve just announced that they’re coming back next year,” Phelps said (via Jayski.com).

NASCAR is also reportedly working on expanding internationally and bringing in a fourth car manufacturer to join Toyota, Chevrolet, and Ford.