Scott Warfield: 40 Under 40 2014

Director, integrated marketing communications, NASCAR
Age: 32

A real driving force at NASCAR, Scott Warfield leads communications for four of the organization’s biggest profit centers and has a major impact on its ability to generate new business and protect existing revenue. 

In the past three years, he has led or played a key role in some of the most high-profile programs, announcements, and initiatives in the sport’s history. For example, he spearheaded work on NASCAR’s historic record-setting TV deals with Fox Sports and NBC in 2012 and 2013 that secured the sport’s financial future for the next decade.

In addition, Warfield successfully managed the company’s biggest announcement of 2013 – the pending departure of ESPN and signing of NBC Sports as NASCAR’s new broadcast partner.

He has played a key role in leading and building NASCAR’s integrated marketing communications team. And, in 2013 and the first half of this year alone, Warfield helped the sactioning body's digital media unit roll out two new apps, a new fantasy game, and a homepage redesign, which have helped the company increase race-day visits year-over-year by 24%.

All the while, he continues to work tirelessly to change the way the sport is perceived and covered.

"Scott has mastered the art of turning critics into advocates by removing barriers for entry into the sport," says NASCAR VP and CCO Brett Jewkes. "He has single-handedly converted some of the toughest, most outspoken, and highly influential NASCAR detractors from ESPN’s Tony Kornheiser and Darren Rovell to producers at Jimmy Kimmel Live, the Late Show with David Letterman, and every national network morning show."

Warfield also helped secure six-time NASCAR champion Jimmie Johnson the opportunity to co-host ESPN’s SportsCenter. His leadership of NASCAR’s high-profile Driver Star Power Communications team has vastly enhanced coverage among mainstream media, as well.

In addition, he has successfully broken down barriers with Hollywood media, including US Weekly, Star, and OK!, thus helping NASCAR reach many new fans.

 

• Warfield sits on the board of directors for Crisis Assistance Ministry, a nonprofit providing the working poor in Mecklenburg County, North Carolina, with emergency rent, clothing, household goods, and furniture

• When he and his wife got married they went without traditional wedding gifts, instead asking guests to make donations to Crisis Assistance Ministry

• Warfield is an active member of the Good Fellows Club, a Charlotte organization of 1,700 men who work to support disadvantaged families

• He is the head coach of the Regions Bank baseball team

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