US stock car racing’s Nascar has today appointed Craig Stimmel as senior vice president and chief commercial officer.

In the role, he will oversee all sales aspects for Nascar, including for the premier partner and official partner categories, race entitlements, track partnerships, and media sales across owned channels such as Motor Racing Network and Nascar Digital Media.

He will also work closely with Nascar’s media partners, teams, and non-Nascar tracks “to cultivate commercial opportunities across the entire Nascar ecosystem.”

Stimmel, who officially begins the new role today, will be based in Nascar’s New York office and manage employees across more than 20 office and race-track locations across the country. He will report to Brian Herbst, executive vice president and chief media and revenue officer.

Most recently, Stimmel was senior vice president of commercial for Formula 1’s Las Vegas Grand Prix, having joined that team this January.

He also previously led global sales and partnerships for wrestling’s WWE promotion and served in a similar role at social media platform Snapchat. Before that, he held a leadership position on the brand marketing side at Procter & Gamble.

Herbst said: “Craig’s proven track record of driving results and building billion-dollar brands in a multi-faceted environment like ours was one of several reasons why we felt he was an excellent fit for this role.

“Nascar has the most brand-loyal fans and many of the most recognized sponsorships in professional sports, and Craig brings all the acumen to build upon our roster of tremendous partners and continue to deepen the engagement with our fans.”

Stimmel added: “In recent years, Nascar has taken some impressive and successful steps to grow the sport, authentically tell the brand story, and build momentum for the future.

“When you combine those factors with all the ways small and large brands alike can engage fans, new customers or new partners, it makes this opportunity extremely desirable, and I’m eager to continue building on the foundation already in place.”