Steve Phelps: Meet NASCAR’s First Commissioner and the Man Behind Chicago’s Street Race Brilliance

In 2023, NASCAR did the unthinkable. Stock cars roared past Millennium Park. Downtown Chicago shut down. City streets were transformed into straightaways and chicanes. It was dangerous. It was crazy. And it was a success. The man behind it all wasn’t a driver, team owner, or race promoter. It was Steve Phelps—a former NFL executive with a vision.

That same outsider-turned-architect recently became the first commissioner of NASCAR, and he has no intention of slowing down. Already, he’s changed how the sport thinks, behaves, and markets itself. But a new title brings a new question: What happens when the man who greenlit a street race in Chicago now controls the entire future of the sport?

This is the story of Steve Phelps’ transformation from corporate strategist to NASCAR’s boldest change agent—and why his appointment as commissioner may usher in a brand-new era.

Who is Steve Phelps?

At Daytona International Speedway, he might appear to casual fans as the composed CEO making pre-race statements. But behind that polished exterior is the mind that guided NASCAR through one of its most transformative periods.

When Steve Phelps took over as president in October 2018, the sport stood at a crossroads—facing declining viewership, shifting demographics, and a fan base torn between nostalgia and progress.

Unlike his predecessors, Phelps wasn’t a former driver or team owner. He brought a marketing-first mindset from the NFL, which revolutionized NASCAR’s approach. Though met with early skepticism, his business-driven strategy became the sport’s greatest advantage. Free from traditional constraints, he made bold decisions for NASCAR’s long-term success.

Without seeking the spotlight, he subtly reshaped the sport. He championed the Next Gen car not just as a competitive innovation but as a unifying force for teams, investors, and manufacturers. He led the push for financial stability through the NASCAR charter system. And by securing key streaming partnerships and modernizing fan engagement, he kept NASCAR relevant in an increasingly digital world.

But Phelps’ leadership wasn’t just about business—it was cultural.

In 2020, during a national reckoning on race and identity, he stood firm. He backed Bubba Wallace, issued a bold statement on diversity, and supported the ban of Confederate symbols—an audacious stance in a sport steeped in Southern tradition. It was risky, but necessary. Phelps knew real progress required brave decisions.

NEWS: NASCAR President Steve Phelps named to Board of Directors.

Details: https://t.co/DYkWU4nNXN pic.twitter.com/kl86hkwBfN

— NASCAR (@NASCAR) August 25, 2020

That trust in his leadership only grew. In March 2025, it culminated in a historic move: Phelps was appointed NASCAR’s first-ever commissioner. The title shift removed him from daily operations and gave him control over the sport’s long-term strategy. It wasn’t just a promotion—it was a declaration. NASCAR wasn’t just evolving; it was entrusting its future to the man who had already reshaped it.

Under his leadership, the sport has gained global traction—from the success of the Chicago Street Race to groundwork for a future event in Mexico City. Initiatives like Drive for Diversity and the Urban Youth Racing School have flourished, showing that Phelps isn’t just marketing to a broader audience—he’s helping build one.

His leadership commands respect. Team owners like Denny Hamlin trust his vision. Drivers from nontraditional backgrounds appreciate his openness. And while some traditionalists grumble about NASCAR’s changing identity, Phelps walks the line carefully—honoring tradition without being bound by it.

He doesn’t chase headlines. But as NASCAR continues to evolve, one thing is certain: Steve Phelps isn’t just preserving the sport’s legacy—he’s shaping its future.

How did Steve Phelps become NASCAR commissioner?

Steve Phelps never buckled into a race car. He wasn’t raised in a racing family, didn’t inherit a team, and never clocked time on pit road. Instead, he climbed to the top of one of the most tradition-bound sports in America using a clear head, sharp instincts, and a vision for the future—not raw horsepower.

Before he became the face of NASCAR’s modern transformation, Phelps was making waves in the NFL’s marketing division. That’s where he learned how to shape a sport’s image, make it click with younger generations, and turn fan passion into lasting business. So when he landed at NASCAR in 2005, his outsider status wasn’t a liability—it gave him fresh eyes.

His first mission? Help a fading giant find its footing again. As Chief Marketing Officer, Phelps helped push NASCAR beyond its traditional Southern roots, drawing in Fortune 500 sponsors and connecting with new fans. He steered the sport through the financial crisis and kept things stable even as household names like Jeff Gordon and Dale Jr. walked away from the track.

Steve Phelps didn’t climb the ranks by making noise—he did it by getting things done. As Executive VP of Global Sales and Marketing, he started building NASCAR’s digital footprint before streaming was even mainstream. So when the organization needed a president in 2018, Phelps wasn’t a gamble—he was the obvious choice: a leader who could modernize without alienating the sport’s core.

Under his leadership, change wasn’t gradual—it was visible. The Next Gen car reshaped the racing experience. The charter system gave teams much-needed business stability. And when it came to culture, he didn’t just talk about progress—he backed it up with action. From greenlighting the Chicago Street Race to laying the groundwork for NASCAR to race in Mexico City, his moves signaled a new era.

Then, in 2024, came the boldest move yet: Phelps was named the sport’s first-ever Commissioner. It wasn’t just a promotion—it was a reshaping of NASCAR’s leadership model. A role built for vision, not daily management. “I’m humbled and honored to be the first of its kind,” Phelps said at the time.

Now, he’s steering the sport’s future, not just keeping it on track.

What does the NASCAR commissioner do?

The title might be new, but the job? It’s big. As Commissioner, Steve Phelps isn’t in the trenches handling day-to-day operations anymore—that responsibility now falls to NASCAR President Steve O’Donnell. Instead, Phelps is the one steering the long game.

He’s focused on where NASCAR is headed five, ten, even twenty years down the road. That means thinking globally—expanding into international markets like Mexico City, experimenting with new race formats like street circuits, and making the sport feel fresh without losing what makes it special.

One of his top priorities is making sure the business behind the racing is built to last. He’s leading discussions on updating the charter system, aiming to give teams more long-term security and attract serious investors who see NASCAR not just as a sport, but as a smart business move.

And then there’s the media game. Phelps knows today’s fans aren’t glued to cable TV—they’re streaming, scrolling, and interacting. So he’s pushing NASCAR deeper into digital-first content and interactive fan experiences. It’s about meeting fans where they are, not waiting for them to tune in.

Realized I hadn't offered a reaction to Steve Phelps being named commissioner of NASCAR and then remembered this from years ago at Bristol.

It's something small, but I think it speaks volumes to Phelps' dedication to NASCAR and qualities as a leader. A well-deserved promotion. https://t.co/krPR3VqxD9

— Steven Taranto (@STaranto92) April 6, 2025

Steve Phelps’ also keeping a close eye on what’s happening under the hood. As the auto industry moves toward hybrids and alternative fuels, Phelps is making sure NASCAR doesn’t fall behind. Sustainability isn’t just a buzzword—it’s part of the plan.

And yes, even the race calendar is on the table. More street races? Midweek events? Additional road courses? Nothing’s off-limits anymore.

But through all this, one thing hasn’t changed: Phelps is determined to protect what makes NASCAR, NASCAR. Programs like Drive for Diversity and fresh collaborations with music, gaming, and entertainment are helping the sport reach new audiences while staying true to its roots.

In short, Phelps isn’t just running NASCAR. He’s reimagining what it can be.

What are the imminent changes that await after NASCAR’s internal rejig heralded by Steve Phelps?

With Phelps stepping into the Commissioner role and Steve O’Donnell taking over as President, NASCAR isn’t just shuffling titles—it’s rewriting how the sport operates at the highest level.

This leadership shakeup is expected to accelerate some major changes. First up: the NASCAR Cup Series schedule. More street courses. International races. Unconventional formats that challenge tradition. All of it’s on the table. NASCAR is betting big on growth outside its usual markets.

Behind the scenes, a reworked charter system is making team ownership more sustainable—and more appealing to investors. With that structure in place, owning a team now looks a lot more like owning a pro sports franchise, which could bring a wave of new money and talent into the garage.

For fans, the changes will be just as noticeable. NASCAR is going all-in on streaming, digital-first content, and social media storytelling. That means a younger, more global fanbase—and a sport that feels more accessible than ever before.

The technology on track is evolving too. Expect more conversations—and maybe more commitments—around hybrid engines, sustainability, and green innovation. NASCAR isn’t just responding to trends in the auto industry—it wants to lead them.

Steve Phelps’ vision is clear: the future of NASCAR isn’t just about keeping up. It’s about setting the pace. And with O’Donnell overseeing execution, NASCAR is doubling down on its goal to grow the sport without losing the grit and spirit that built it.

It takes a badass.

NASCAR: Full Speed, a Netflix Sports Series, arrives Jan 30. pic.twitter.com/hBGsYNntro

— NASCAR (@NASCAR) January 10, 2024

That includes big investments in content creation. Through the new NASCAR Production Facility in North Carolina and the Emmy-winning NASCAR Studios team, O’Donnell is working to bring fans closer to the sport’s stars and stories. From Netflix-style documentaries to behind-the-scenes series, NASCAR is turning its past, present, and future into something fans can experience beyond the track.

It’s a new era. And NASCAR’s not tiptoeing into it—it’s going full throttle.

Founded in 2022, NASCAR Studios is already producing a slate of scripted and unscripted content aimed at both passionate fans and newcomers. Among its most visible efforts: NASCAR: Full Speed on Netflix—NASCAR’s answer to Formula 1: Drive to Survive. The bottom line?

Steve Phelps isn’t just NASCAR’s first commissioner. He’s its future architect—reshaping the sport for the next generation while honoring everything that made it great.

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