NASCAR still has big ambitions globally, according to CEO Steve O’Donnell, recently making a new hire in that department to develop projects that would grow the sport around the world.
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NASCAR last month hired UFC SVP/International & Content Adam Layton as SVP/NASCAR International in a role that includes strategy development, event operations and revenue generation for its three national series in the U.S. and its international circuits, according to a company biography seen by SBJ.
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“We have racing series [in foreign countries], but we’re really taking a hard look at where we can go with the sport internationally,” O’Donnell said. “[We] certainly want to maximize what we’re doing in North America, but we believe we have some really great opportunities internationally as well.
“That doesn’t necessarily mean Cup. It means developing the brand with the ultimate goal, when you talk to people, to be the biggest form of sports and entertainment in the world. We’ve got a ways to go to get there, but that’s the goal. And so we want to rally everyone around that, work together and see what we need to do in each of those areas.”
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O’Donnell identified Canada, Europe and England as places where NASCAR is considering events beyond just regional leagues.
— Sports Business Journal —