Mark Dyer, a seasoned licensing executive with more than 25 yearsof experience in sports business, has been named president and chief executive officer of Motorsports Authentics, the merchandise retailer owned by International Speedway Corporation (ISC) and Speedway Motorsports, Inc. (SMI).
Dyer, who currently serves as vice president of licensing and consumer products for NASCAR, will assume his duties immediately. He will report to the Motorsports Authentics Board of Managers, which includes ISC President Lesa France Kennedy; SMI Executive Vice President, National Sales and Marketing, Marcus Smith; ISC Chief Marketing Officer Roger VanDerSnick; and SMI Board Member Mark Gambill. Former President Ruth Crowley has elected to leave Motorsports Authentics to pursue a new business opportunity, but will assist Dyer in the coming weeks to ensure a smooth transition for the company.
As president, Dyer will oversee the acquisition and development of intellectual property licenses, coordinating with teams, drivers, sanctioning bodies, promoters and sponsors to enhance industry opportunities. In addition, Dyer will develop partnerships with best-in-class suppliers and manufacturers, develop and implement strategies with in-market retailers in all distribution channels, and liaise with promoters to optimize the trackside retail footprint, maximize points-of-sale and improve the fan experience.
"Mark brings a wealth of knowledge and expertise both in motorsports licensing and sales to Motorsports Authentics," says France Kennedy. "His extensive relationships and background, specifically his most recent experience in Charlotte as the head of global licensing for NASCAR, will allow him to immediately contribute to the growth of the joint venture."
Smith adds: "Over the last several years, Mark has overseen and directed a period of significant growth for NASCAR's licensing business and we anticipate his tenure at Motorsports Authentics will be very successful. We also sincerely thank Ruth for all of her contributions to Motorsports Authentics, and wish her great success in her future endeavours."
Dyer has served as VP at NASCAR since 2002, where he led the day-to-day management of the sanctioning body's Charlotte operation.
As VP, Dyer oversaw all aspects of a $2.1 billion industry that now has companies putting the NASCAR brand on a broad spectrum of quality products.
In addition to traditional licensing, Dyer also oversaw NASCAR's automotive aftermarket licensing program, retail program development, promotional marketing, publishing and The NASCAR Foundation. Finally, Dyer also served as NASCAR's lead negotiator throughout the Hall of Fame site-selection process.
"I have been involved in the motorsports industry for over a decade and I welcome this opportunity to work more closely with drivers, teams and distributors to further elevate the popularity of the sport," says Dyer. "It has been an honor to work with NASCAR and to be part of growing its brand. I look forward to building upon my prior experiences and working closely with the strong team already in place to enable Motorsports Authentics to flourish as the pre-eminent source for quality licensed merchandise."
Prior to working at NASCAR, Dyer owned and operated the NASCAR Café in Las Vegas, Nev., and was formerly the president and CEO of H&C Racing, Inc., the company that launched the NASCAR Café concept. Dyer was also an executive at Host Communications from 1989 to 1996, where he oversaw the communications company's University Group.
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