NASCAR Enters a New Leadership Chapter with O'Donnell and Kennedy at the Helm

The National Association for Stock Car Auto Racing (NASCAR) has initiated a significant leadership transition with the recent promotions of Steve O’Donnell to Chief Executive Officer and Ben Kennedy to Chief Operating Officer. These appointments signal a deliberate shift in the organization’s direction, moving beyond the established framework to embrace a forward-looking vision for the sport. While the France family remains deeply involved, with Jim France continuing as Chairman of the Board and Lesa France Kennedy as Vice Chair, the operational leadership now rests with O’Donnell and Kennedy, representing a new era of management and strategic focus.

O’Donnell, a seasoned veteran with decades of experience within NASCAR, steps into the CEO role previously held by Jim France, the youngest son of the sport’s founder, Bill France Sr. Kennedy, the great-grandson of Bill France Sr., assumes the COO position, marking a continued generational stewardship of the racing league. This leadership change arrives at a pivotal moment for NASCAR, a sport that has navigated complex challenges in recent years, including a contentious lawsuit involving 23XI and Front Row Motorsports, ongoing charter negotiations, and the widespread impact of the global pandemic.

The aforementioned lawsuit reportedly cast a shadow over the previous leadership, with some participants characterizing it as unresponsive to the needs of competitors at the highest levels of the sport. Allegations suggested a disconnect between NASCAR’s executive offices and the realities faced by teams and drivers. In contrast, O’Donnell and Kennedy have often been perceived as more moderate figures, actively engaging in efforts to bridge divides and find resolutions during periods of significant industry upheaval.

O’Donnell, speaking at a press conference at Talladega Superspeedway alongside Kennedy, acknowledged that communication and responsiveness have been areas requiring improvement. He explicitly stated that fostering open dialogue with all stakeholders is a primary objective moving forward. "We’re going to listen to fans, drivers, tracks, manufacturers, OEMs, and probably most importantly for us, too, all of the talented employees we have at NASCAR," O’Donnell declared. He emphasized the importance of input from those on the front lines of the sport, from ticket sales to direct fan interaction. "Not just the leadership team but those who are out selling the tickets, interacting with the fans and can tell you what’s really happening, where we need the sport to go."

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The new CEO indicated a commitment to addressing outstanding issues with a sense of urgency. "I know there are a number of areas that we need to address and we’re going to move with urgency," O’Donnell stated. "What we’re going to need from this industry, and I’m talking to everyone in this industry now, is their collective intelligence." He further elaborated on the untapped potential within the sport’s ecosystem: "We have some of the brightest minds in all of motorsports each and every weekend in the garage. We have to tap into that, be united and work together."

O’Donnell, 57, boasts a career deeply intertwined with NASCAR, having begun his tenure with the organization in the 1990s. His remarks conveyed a palpable sense of purpose and dedication to the sport he has served for decades. "We’re going to get to work. We’ve already been at work," he asserted. "The big thing, twofold, we’re going to make some moves and have some fun. I think we lost that over the last couple of years." He acknowledged the immense privilege of his new role, adding, "It is an unbelievable privilege to be in this position. My wife reminded me today that people would kill to be doing what you’re doing. That’s not lost on me." O’Donnell also expressed a desire to reinfuse a sense of enjoyment and celebration into the sport, citing the enthusiasm witnessed at events like the recent ARCA race at Talladega. "It’s a privilege to do it, but it’s also fun, what we get to do each and every day. The (ARCA) race you just saw was unbelievable, the enthusiasm from the drivers. We got to showcase that, be proud of that, proud of who we are. I think you’ll see more of that."

For Ben Kennedy, 34, his elevation to Chief Operating Officer is viewed as a natural progression within the France family’s long-standing leadership structure. He is widely seen as a key figure bridging NASCAR’s historical legacy with its future aspirations. Kennedy’s background as a former driver and his status as a millennial are considered valuable assets in driving the series’ intended growth. In recent years, he has played a significant role in shaping NASCAR’s scheduling and competition strategies, areas he will continue to oversee with a heightened focus in his new capacity.

To manage scheduling matters, NASCAR has appointed Julie Giese, formerly the president of Phoenix Raceway and the Chicago Street Course, to lead this critical function. "She’s done a tremendous job already helping us build out the 2027 schedule," Kennedy commented, indicating that discussions with drivers regarding future schedules are already underway. "We have a great team on the event and venues team, whether it’s the racetracks, folks are thinking about hospitality, food and beverage at our tracks. We have six or seven verticals that live within our team today. Then we get to add in John Probst and the competition folks together."

Kennedy’s own racing pedigree includes experience in Super Late Models, ARCA, and the NASCAR Truck Series, where he secured a victory at Bristol Motor Speedway in 2016. This firsthand experience behind the wheel, coupled with his ongoing involvement as a team owner in grassroots racing, provides him with a unique perspective and a valuable conduit between the garage and the executive suite.

"Yeah, it’s helpful," Kennedy stated when asked about the advantage of his driving background. "I didn’t realize when I was a driver, I didn’t think to realize how much it would help me coming to the business side of the sport." He elaborated on the practical benefits: "Being a driver, going to the race shop every Tuesday and Wednesday, spending time with the team on the weekend, then being a team owner as well. We still have a Late Model team out at Daytona." Kennedy believes his journey has fostered a deeper sense of empathy within the garage area, emphasizing the importance of the relationships he cultivated during his racing career. "I think it’s also created a level of empathy in the garage area. More important than anything is the relationships I built being a driver and being a team owner. I think it’s really neat."

O’Donnell expressed strong confidence in Kennedy’s capabilities, highlighting his dedication and the respect he has earned within the organization. He recounted an anecdote from Kennedy’s early days in an executive role within the Truck Series, where within three days, Kennedy had gathered feedback and ideas from all 36 team owners. "Within three days we had a report from 36 team owners," Kennedy stated, as relayed by O’Donnell. "He had met with every single team owner, had ideas where we could go." O’Donnell added, "In addition to the experience, I think he puts in the work. That’s respected by every one of our people at NASCAR. I think you see that in the garage, too, which is welcomed. It’s awesome."

Reiterating his earlier point, O’Donnell underscored NASCAR’s renewed commitment to listening. He acknowledged that the sport has, at times, alienated its fanbase, leading to a perceived decline in passion. The reinstatement of the "Chase for the Championship" as the playoff format was cited as an initial step in re-engaging fans. "I think there are a lot of other ideas that are out there that the fans go as what they see the drivers do, adding horsepower, doing some things this year that we’re going to continue to make those moves, hopefully in the right direction, that our fans embrace," O’Donnell said. "Hopefully see that throughout this year."

He concluded by emphasizing the critical role of NASCAR’s fan base in promoting the sport. "With that, our fans are the best salespeople in the sports world, right? They love NASCAR. If we can get anyone here to the infield of Talladega, they’re going to be coming back. That’s the goal, is showcase to everyone what we love about this sport." The leadership transition under O’Donnell and Kennedy aims to harness this passion and collaboratively steer NASCAR toward a more dynamic and responsive future.