Report: NASCAR memo: France family ‘dedicated to the long term growth’ of sport

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NASCAR President Brent Dewar told employees that the France family “remains dedicated to the long term growth of our sport” in an internal memo obtained by the Associated Press on Tuesday.

The memo was issued a day after a report by Reuters, citing unnamed sources, that the France family was in the exploratory stages of possibly selling their majority stake in the sanctioning body.

Dewar said in the memo that NASCAR does not comment on “industry rumors,” but did not mention a potential sale by the France family, which owns the sanctioning body founded by Bill France Sr. in 1948.

Bill France Jr. replaced his father as NASCAR President in 1972, a position he held until 2000. He was NASCAR’s Chairman and CEO until 2003 when Brian France took over from his father and has held the position since.

A NASCAR spokesperson told NBC Sports on Monday that “we do not have a comment on this.’’

In a February 2017 story, The Wall Street Journal reported the Brian France had sold his stake to other family members more than a decade earlier.

The WSJ story said Jim France, Brian’s uncle, and Lesa France Kennedy, Brian’s sister, still hold stakes in the privately held company, and that they must approve any “major changes” in NASCAR.

Jim France also is chairman of the board of publicly traded International Speedway Corp., which has Lesa France Kennedy as its CEO. ISC owns 12 tracks which play host to races on NASCAR’s premier circuit.

Report: France family exploring possible sale of NASCAR

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Reuters, citing unnamed sources, reported Monday that the France family is exploring the possibility of selling their entire stake in NASCAR.

The report states that the France family is working with investment bank Goldman Sachs Group to identify a potential deal for the company, according to unnamed sources. Those sources also stated, according to the report, that the deliberations are at an exploratory stage, and no agreement of any kind is certain.

A NASCAR spokesperson told NBC Sports on Monday that “we do not have a comment on this.’’

Bill France Sr. founded NASCAR in 1948 and the family’s heirs have run the organization since. Bill France Jr. replaced his father as NASCAR President in 1972, a position he held until 2000. He was NASCAR Chairman and CEO until 2003 when Brian France took over from his father and has held the position since.

In a February 2017 story, The Wall Street Journal reported the Brian France had sold his stake to other family members more than a decade earlier.

The WSJ story said Jim France, Brian’s uncle, and Lesa France Kennedy, Brian’s sister, still hold stakes in the privately held company, and that they must approve any “major changes” in NASCAR.

Jim France also is chairman of the board of publicly traded International Speedway Corp., which has Lesa France Kennedy as its CEO. ISC owns 12 tracks which play host to races on NASCAR’s premier circuit.

Monster Energy extends title sponsorship of NASCAR Cup Series to 2019 only

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Monster Energy will remain the title sponsor of NASCAR’s premier series after agreeing to a one-year extension through the 2019 season but is not expected to return in that role, a senior NASCAR executive said Tuesday.

Steve Phelps, NASCAR Chief Operating Officer, said Tuesday that it is “highly unlikely” that Monster returns as series sponsor as NASCAR looks at a new model toward the entitlement sponsorship. Phelps said it was mutual on both sides to go only through 2019.

NASCAR is looking toward a new model for sponsorship. Phelps said NASCAR wants to bundle sponsorship with sanctioning body, tracks and media partners.

“We want to make sure that our sport is as easy or easier than other sports to do business with,” Phelps said. “We think this is a better model to make sure that sponsors want to stay involved. We think there’s an opportunity for them to feel more invested in the sport … more invested in the sport so they will turn around and do more activation.”

Phelps said he expects Monster Energy to remain in the sport. Monster Energy was aligned with drivers and a team before becoming series sponsor.

NASCAR announced the extension this afternoon. Sports Business Journal first reported the agreement Tuesday.

Monster Energy is in its second year as Cup Series title sponsor after agreeing to a deal in December 2016. The company was to have given NASCAR a decision before Jan. 1 about remaining as series sponsor but requested an extension since 2017 was its first season in that role.

Monster Energy, the fourth brand to sponsor Cup since 1971, is viewed as a company that can connect the sport with a younger demographic.

NASCAR Chairman Brian France was upbeat about what Monster Energy delivered in 2017.

“The promises they’ve made, they’ve kept, with the young demo, edgy shows, edgy marketing, putting our drivers in different places in different light,’’ France said in Nov. 2017 before the Cup season finale at Homestead-Miami Speedway. “That’s what we want. They’ve delivered on that. 

“And like anything else, I think it will get better. This is also a hard program. It’s a complicated program. It’s the best program, but to execute across all these platforms, it’s a big, big sport. There’s nothing like it, so you don’t get an opportunity to just go, well, we’ll do it like that guy did it or this guy does it over here because nobody can have, today anyway, in a major sports league, an entitlement position like this, so it’s a great program ‑‑ and I think it will get better next year.’’

According to Directions Research, 11 million additional NASCAR fans are Monster Energy drinkers. According to the same research, 16 million additional NASCAR fans have heard of the Monster Energy brand.

Cup Series Sponsors

1971- 2003 — Winston

2004 – 2007 — Nextel

2008 – 2016 — Sprint

2017 – present — Monster Energy

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NASCAR Chairman Brian France upbeat Monster Energy will remain beyond 2018

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NASCAR Chairman Brian France expressed optimism Tuesday that Monster Energy will remain as series sponsor after this season and said that the Cup Series could use one more manufacturer.

France made his comments on “SiriusXM Speedway” on SiriusXM NASCAR Radio.

Monster Energy, which completed its first year as series sponsor in 2017, was to have informed NASCAR by Dec. 31 if it would remain beyond the 2018 season. NASCAR President Brent Dewar said last month that the sanctioning body agreed to extend that deadline

“They have had a really good run with us, and we’ve had a good run with them, and my hope and feeling is that that’s going to continue,’’ France said Tuesday. “They’ve been good partners. They’re bringing a lot to the sport. They’ve got a lot on their plate and so do we. We’re working with them to make sure that we have as long an agreement as we can. I think we will. I think it’s working that good for everybody. I’m real pleased with it.’’

Asked by “SiriusXM Speedway” host Dave Moody if there is a deadline on when Monster Energy must inform NASCAR of its decision, France said:

“There’s always that, but we just look at our partners differently. We work though everything. Everything to us is long term, whatever that means in a given relationship. My sense is that it has really worked for everybody. It’s also new. They’ve only been here, my goodness, just completed the first year. They’re working out some things and that’s understandable. It’s all good, actually really good with those guys. Love those guys.’’

Last month, Rodney Sacks, chairman and chief executive officer of Monster Beverage Corp., said during an investor meeting that the company was “evaluating” its future with NASCAR.

Sacks was asked in that meeting about the return on its investments, including NASCAR.

“I think that we have been quite successful,’’ Sacks said. “I think we have got a lot more visibility, a lot more recognition for the brand through the NASCAR sponsorship. It’s very extensive. It’s on TV. It’s appearing on the talk shows. We look at the metrics that the NASCAR folks give us and it certainly does seem to have been enhanced. Now to what degree, that we don’t know.

“Certainly we do believe we have been able to increase penetration but again it takes some time. I think we really started in NASCAR at the beginning of the year — very, very quick decision to go into NASCAR (and) it took us a little bit of time to get up to speed and get our activation going. We think we’ll see lot clearer benefits and more benefits coming from that relationship this year.’’

As for manufacturers, France said he felt there was room for one more in the Cup Series to join Chevrolet, Ford and Toyota.

“There’s a lot of work going on on that. Clearly we believe that the sport could not only absorb but welcome another manufacturer. These are tricky things to do. They’re very difficult to pull off. We’re just going to work toward that goal. I believe over time we’re the best opportunity not only in North America, maybe the world in terms of motorsports. We’re going to be aggressive in talking to other manufacturers as we go down the road.’’

Why just one more manufacturer?

“I think there is a limit,’’ France told SiriusXM NASCAR Radio. “There’s only so many key teams that a manufacturer can get their hands on and that takes time,’’ he said. “They want to have good performance and the right team alignments. Most importantly, they want to align themselves to the right teams and sometimes the teams aren’t available to do that.

“Using the Toyota approach that they had, that took them a long time to be competitive. I think the next manufacturer would probably like to shorten that timeline a little bit and be more competitive quicker. We will get another manufacturer, but it’s one step at a time.’’

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Brad Keselowski says NASCAR leader should be at track every weekend

Photo by Jared C. Tilton/Getty Images for NASCAR
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Former champion Brad Keselowski’s comments this week that NASCAR’s leader needs to be at the track more often is a refrain that has hounded NASCAR Chairman France throughout his reign.

Unlike his father, who was at the track each race and ruled from a perch near the NASCAR hauler, France has repeatedly said that the demands of running the sport are different and require him to be elsewhere. France, who became NASCAR Chairman in Sept. 2003, also notes that NASCAR executives are at the track each week when he isn’t.

Even so, Keselowski raised the issue when asked Wednesday what he would change if he was a NASCAR official for a day.

“If I could make one change it would be that the leader of the sport is at the race track every weekend,’’ the 2012 Cup champion said. “That would be my change.”

Keselowski explained why:

“It is important for any company that relies so heavily on outside partners to have a direct interface. This is such a big ship with so much going on week to week. With some respect, I would say that it is impossible for the sport to be managed with someone being here every week because of the travel situations being what they are and different things that come up. I completely understand that. But to some extent you have to be here.”

Asked about the sport’s future, Keselowski said: “There are some bright spots and some dark spots too. I think we would be arrogant to not think there aren’t some spots that could use some work. The sport isn’t going away tomorrow.”

Keselowski’s comments about NASCAR’s leadership come two years after Tony Stewart told SiriusXM NASCAR Radio that drivers “never see Brian France” and were worried that he was not hearing their concerns.

“I want to see Brian France at the track more,’’ Stewart said in Jan. 2016. “I want to see him walking through the garage more. I want to see him being more active than just showing up and patting the sponsors on the back and going up in the suite. I want to see him down in the trenches with everybody and understanding what’s truly going on. I think that’s where he needs to be for a while.’’

Stewart also called for France to attend a driver’s council meeting. France indicated he had not attended those meetings to avoid stifling discussions between drivers and NASCAR.

“I want to see he cares enough to be there, not sit there and get a report from somebody,’’ Stewart told SiriusXM NASCAR Radio then.

France attended a driver’s council meeting in April 2016 at Talladega Superspeedway. France was in the meeting for about an hour before leaving for a prior commitment.

“There’s a tremendous amount of good faith that is earned when Brian comes to a meeting,’’ Keselowski said after that meeting.

This week wasn’t the first time Keselowski has raised questions about how NASCAR’s leadership operates. In 2013, Keselowski discussed his vision of the sport to USA Today and raised questions about how well France and his sister, Lesa France Kennedy, then president of International Speedway Corp.) worked together for the sport. Shortly after his comments, he met with both Frances separately.

In Nov. 2008, amid questions that were growing more prevalent about his absence in the garage, he was at Phoenix and spoke to the media for about 25 minutes in one of the longer sessions with the media that year.

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