NASCAR's Challenges In 2004

Brian France was presiding over a press conference last January during the annual Motorsports Media Tour when questions continued to fly about NASCAR's future schedules. Finally, Bill France Jr., Brian's father and the chairman and CEO of NASCAR, rose to his feet, cleared his throat, and said, "Brian, let me see if I can help clarify this." Now Brian, at age 41, has been handed the mantle. He assumed his father's position at the helm of NASCAR on September 15-but be assured, the elder France will still be waiting in the wings, ready to lend a hand if needed.

"I have my father, who is just down the hall, who has all the experience I can draw on at any time," says Brian when asked about his on-the-job-training. "When it comes time to make tough decisions, I'm ready to make them. But it won't be without reaching out to all the views we need." Not only will Brian still have his father's counsel, but he also can call on NASCAR President Mike Helton and CEO George Pyne, who head an experienced cadre of NASCAR executives. Helton, exceedingly popular with media and competitors, will continue to preside over much of the day-to-day operation.

"I have the luxury of having the best in the business," Brian says.

Retired champion Darrell Waltrip, who closely monitors the sport in his role as a Fox Sports TV commentator, agreed with young France about the perfect timing of his assent. "Having Bill France at his side, along with Helton, Pyne, and all those others will be a big benefit," Waltrip says. "He will be able to draw on their advice whenever he needs to."

Bill France Sr. ran NASCAR from its inception in 1948 until his son Bill Jr. took over in 1972. Under the guidance of Bill Jr., the sport exploded in growth and popularity, out-pacing every other pro sport in the '90s. Bill Jr., now 70 and battling health problems, decided his son had "earned the chance" to take his turn at the helm. "I know how important this is to him and to me," Bill Jr. says. "I am very confident that he will represent the France family tradition well, and I believe he is the best person to lead NASCAR to new levels of greatness."

"I understand the tremendous responsibility that's being entrusted to me, and I don't take that lightly," Brian says. "I have, as everyone knows, a great respect for this sport. I'm excited, I'm motivated, I'm ready to do anything I can to make sure NASCAR keeps moving forward."

Brian was born in Daytona Beach, Florida, where his grandfather settled to raise his family and build his racing empire in the '40s. He attended the University of Central Florida and over the years began to immerse himself in the family business.

Brian was national tour director of NASCAR's Weekly Racing series; general manager of Tucson Raceway Park; a member of the board of directors of International Speedway Corporation; NASCAR's vice president of marketing and communications; and served as senior vice president of NASCAR. He was heavily involved in negotiating NASCAR's $2.4 billion TV package three years ago.

As for his management style, Brian has indicated a willingness to delegate authority, but also made it clear that he will be directly "engaged to the level that I need to be." In other words, he-like his father and grandfather-will make the tough calls.

"Brian's a bright young man, and I think he'll do a good job," says Richard Childress, who has spent decades in NASCAR as a driver and team owner. "I have all the confidence in the world in him." Brian received similar votes of confidence from other team owners, drivers, and racing officials.

The biggest asset the third-generation NASCAR leader has going for him is his name: France. For over six decades, it has inspired confidence and provided successful leadership in the sport. Brian is now the keeper of the flame, the guardian of one of America's most daunting family legacies. "I share the vision, beliefs, and traditions of my father and of his father before him," Brian says. "I'd like to thank my father for the confidence that he has in me. I certainly hope I don't let him down."