Since Bill France Sr. founded NASCAR on 21st February 1948 at the Streamline Hotel in Daytona Beach, the France family has guarded the reins of power like the treasured heirloom it is. For 77 years, through boom and bust, they’ve kept the highest offices within arm’s reach, elevating outsiders only when they’ve proven themselves worthy of the family’s trust. It’s against this backdrop that Steve Phelps’ unprecedented promotion comes into focus—a testament to just how dramatically he’s shifted NASCAR’s trajectory since taking over as president in 2018.
This historic shift in NASCAR’s leadership structure speaks volumes about the France family’s growing confidence in their non-family executives. In a sport where tradition runs as deep as the asphalt at Martinsville, creating an entirely new position at the top of the organizational chart represents a seismic acknowledgment of Phelps’ contributions during some of NASCAR’s most challenging years.
Phelps Makes History as NASCAR’s First Commissioner
Steve Phelps’ connection to motorsports began in his childhood, as he revealed in the announcement: “I’m honored to take this next step in helping to guide NASCAR, the sport I’ve loved since my father took me to my first race at 5 years old.” This personal connection to racing has informed his two-decade career at NASCAR, where he has served as the organization’s fifth president since 2018.
Phelps’ journey to becoming NASCAR’s first-ever Commissioner traces back to 2005 when he joined the organization after successful stints with the NFL and Wasserman. The Vermont native who grew up following motorsports has spent nearly two decades navigating NASCAR through television contract negotiations, sponsorship challenges, and, most recently, the pandemic that threatened the very existence of live sports.
In the leadership restructuring announced from NASCAR’s Daytona Beach headquarters on March 31, 2025, Phelps will now oversee all aspects of America’s premier motorsport organization, including the International Motorsports Association (IMSA) and all 15 NASCAR-owned or operated tracks. Simultaneously, Steve O’Donnell, NASCAR’s long-time Chief Operating Officer, will succeed Phelps as NASCAR President – becoming just the sixth person to hold that title in the organization’s history. The moves come after NASCAR secured a new media rights deal worth approximately $7.7 billion over seven years starting in 2025.
NASCAR has created role of Commissioner for Steve Phelps, who will focus on strategic growth and international expansion while working directly with NASCAR owners Jim France and Lesa France Kennedy. COO Steve O’Donnell named NASCAR president to oversee day-to-day operations. https://t.co/KzIsDrC78N
— Bob Pockrass (@bobpockrass) March 31, 2025
“We are thrilled to name Steve Phelps as NASCAR’s first Commissioner. His leadership, professionalism and well-earned respect from across the sports industry speak to his unique value for the sport,” said NASCAR Chairman & CEO Jim France in the announcement. “With more than 50 years of expertise between them, both Steve Phelps and Steve O’Donnell bring tremendous expertise, stability and a commitment to the bold racing innovations that will continue to serve fans, teams and stakeholders for many years to come.”
Phelps’ ascension to Commissioner comes after what he described as one of the most stressful periods of his career. In a December 2023 interview with The Athletic, Phelps candidly admitted, “Too stressed these past few months,” while discussing the pressure of simultaneously negotiating NASCAR’s next media rights deal and a charter agreement with team owners. “Stressful. This job is stressful. Listen, I love my job and I’m grateful to have it. But it’s hard. It’s also incredibly satisfying.”
Well, it seems like that stress has paid substantial dividends. The media rights deal Phelps secured – worth an estimated $7.7 billion and representing a nearly 40 percent increase over NASCAR’s previous agreement. This proved to be the decisive factor in winning the France family’s confidence in Phelps. The deal splits Cup Series races between Fox Sports, NBC Sports, Amazon Prime Video and Warner Bros. Discovery from 2025 through 2031, came during what Phelps characterized as “a terrible media rights market” – making the achievement all the more remarkable.
In his new role, Phelps will lead all functions of the sport with a specific focus on strategic growth and international expansion while continuing to work directly with NASCAR owners Jim France and Lesa France Kennedy. This is a clear indication that while the France family is expanding their executive leadership structure, they remain intimately involved in charting NASCAR’s future.
From Bootleggers to Boardrooms: The France Family Legacy
During the Prohibition era and beyond, bootleggers transporting illegal moonshine through the Appalachian foothills modified their seemingly stock vehicles with powerful engines and enhanced suspensions. These modifications weren’t just practical for evading law enforcement—they became the foundation for competitive racing. Drivers like Red Byron, who won NASCAR’s first official race on February 15, 1948, typically had backgrounds in the moonshine trade, using their finely-tuned vehicles and exceptional driving skills honed on treacherous mountain roads.
The formal organization of stock car racing came in 1947 when Big Bill France organized a meeting with fellow drivers, mechanics, and owners to standardize racing rules. This gathering led to the formation of the National Association for Stock Car Auto Racing (NASCAR). Just two months after this pivotal meeting, NASCAR held its inaugural race on Daytona Beach, establishing the organization that would transform from outlaw origins into mainstream American motorsport.
NASCAR’s rapid growth continued with the first 500-mile race—the Southern 500—held on September 4, 1950. What began as informal competitions between moonshine runners evolved into a professional racing circuit with televised events, lucrative sponsorships, and widespread recognition. By 1989, every NASCAR race was broadcast on television, and drivers began making regular appearances at the White House, completing the transformation from backwoods outlaws to national sports icons.
The descendants of Big Bill France, including Bill France Jr. and daughter, Lesa Kennedy safeguard their family’s NASCAR ownership stake diligently while they modify their leadership strategies. As NASCAR progressed from its origins as a rebellion against the law to its present-day corporate structure the France family maintained continuous leadership until his promotion became CEO. NASCAR’s ability to evolve with family leadership control has enabled its survival and the expansion of the sport. So, the promotion of Phelps to Commissioner stands as a soaring achievement despite NASCAR’s colorful past.
The promotion that Phelps received demonstrates how NASCAR has managed traditional values alongside their drive for innovation in its 80-year history. Big Bill France understood the need to establish an organized sport from informal races yet Jim France and Lesa France Kennedy recognized that the ongoing development of NASCAR demands bringing in proven non-family leaders. Clearly, NASCAR has ambitious plans and they see Phelps as the perfect fit to execute them in coming years.
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