Steve O'Donnell vows to revitalize NASCAR, restore fun and roots

Steve O'Donnell stepped into the chief executive role at Talladega Superspeedway with a blunt promise to reenergize NASCAR, saying he wanted to “make some moves” that would restore the sport’s roots and bring back what he called “fun.” He described NASCAR as a “badass American sport” and said, “We lost that in recent years,” setting an unusually direct tone for a leadership transition at the center of stock-car racing.

The announcement, made Saturday in Talladega, Alabama, marked a historic break for the 78-year-old organization. NASCAR said O'Donnell became the first chief executive outside the France family, ending a long run of direct family control at the top while leaving the family’s grip on ownership intact. Jim France stepped down from the CEO job he had held since 2018 but remained chairman, and NASCAR said his majority ownership stake did not change. Ben Kennedy was elevated to chief operating officer, while Lesa France Kennedy continued as executive vice chair.

O'Donnell told reporters he planned to spend his first 90 days listening to team owners, drivers, tracks, sponsors and NASCAR staff before laying out a detailed plan. He said NASCAR already had “an unbelievable foundation,” pointing to its broadcast deal, charters and schedule, but argued that the real challenge was making the series “an absolute must-have sport in the future.” The comments suggested a leader who intends to refine the product without tearing up the structure that already underpins it.

The move came as NASCAR looked to its next generation and long-term growth, with the leadership shift unveiled at Talladega during a race weekend and just before the Jack Link’s 500. O'Donnell, who was named NASCAR president on March 31, 2025, has spent more than 30 years in the sport and previously helped guide the marketing and competition departments. In earlier remarks after becoming president, he said NASCAR was strongest when it blended sports and entertainment through tailgating, camping and immersive fan experiences, and he repeated that view Saturday as he pressed for a more unified direction across the garage, the tracks and the business side of the series.