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NASCAR has appointed Kenny Mitchell as managing director of brand and consumer marketing. Mitchell will be responsible for leading and implementing the company’s overall brand direction and overseeing the strategic growth plans for youth, millennial and multicultural markets.

Mitchell, whose position begins December 2, will be based out of NASCAR’s headquarters in Daytona Beach, Florida. Mitchell joins NASCAR from the Dew Tour, a division of Alli Sports and the NBC Sports Group, where he served as vice-president and general manager, responsible for overseeing all aspects of the Dew Tour brand and business, including partnerships, sales, marketing, content, events operations and execution. In addition, he led all business development and expansion efforts.

Prior to joining the Dew Tour, Mitchell spent time at Gatorade/PepsiCo. While at Gatorade, he held several brand management and sports marketing positions. Mitchell served as the director of sports marketing at Gatorade, where he managed many of the brand’s sports marketing partnerships, including athlete and property relations, sponsorship negotiations, activation and the creation and execution of retail programming.

“We are confident that Kenny’s wealth of marketing experience and solid sports background will help to guide NASCAR in our efforts to grow the brand across several key demographics,” said NASCAR Chief Marketing Officer Steve Phelps. “Kenny’s innovative work in developing and growing brands so that they appeal to a younger and more diverse audience makes him the perfect fit for this role and our organization.”