LAS VEGAS — NASCAR Chairman & CEO Brian France took the stage Friday at the Consumer Electronics Show to discuss how the sanctioning body is using technology to enhance the fan experience and engage with the next generation of fans.

France was on the Sports Business Innovation panel with National Hockey League (NHL) Commissioner Gary Bettman and United States Olympic Committee (USOC) CEO Scott Blackmun.

Here are the high points France delivered:

On how diversity and globalization are critical to success:

“We have a unique challenge because kids don’t play our sport in the playground,” France said. “We are the only ones in auto racing investing millions of dollars on combines for diversity drivers. These programs take time, but we just saw the benefit. We just had a Mexican driver, Daniel Suarez, win our second largest national series and that would not have happened without our diversity program. We don’t do this because it is socially smart, which it is, but because that is where you find the best talent, and we want everybody to be a NASCAR fan.”

On how the Monster Energy partnership will help NASCAR reach new fans:

“In our case aligning with the right sponsor is important. They help us tell our story and we count on their activation to take us to places and channels we would not normally be in. I am very happy about our new entitlement partner Monster Energy, they have incredible reach with Millennial customers and fans, auto racing is in their DNA and they have a smart digital approach.”

On fans’ consumption habits:

“The ways in which fans consume their favorite sports has changed in an unprecedented way, and that is the great challenge and opportunity that all leagues face,” France said. “We want to be smart about how we attract (the younger generation) and balance that with our core fans and connect with all of them in ways that we have never seen before.”

On how technology can improve competition, safety and fan engagement:

“We want to use technology and innovation to make our core product better,” France said. “We all want to make our sport safer, and our games and races better. We are using technology to drive our sport in ways that we could not have even imagined only 10 years ago.”

On how technology, developed at the 61,000-square-foot NASCAR Research & Development Center in Concord, North Carolina, has helped:

“The combination of innovation and technology can solve almost all problems,” France said. “One of the challenges of outdoor sports is rain delays. We developed the Air Titan, which cut the time to dry the track. This was a huge thing for us to be able to retain our TV audience.”

On the introduction of the digital dash, which uses 16 customizable screens to monitor and record 24 different elements such as RPM, oil temperature and lap times:

“This is the new frontier,” France said. “We have an enormous amount of telemetry at our races between the drivers, crew chiefs and their strategy, and we are in the early stages of looking to deliver that data to fans in their seat, at home or through streaming.”

The 2016 NASCAR season was a fairy-tale ending for champion Jimmie Johnson, as he earned his record-tying seventh title.

 

But the 2016 chapter didn’t close with a "Happily Ever After" for several Monster Energy NASCAR Cup Series drivers. Many were left with disappointment, wrecked race cars and thoughts pondering "what if?"

 

That begs the question: Who will best rebound from last season in 2017?

 

NASCAR.com’s Jessica Ruffin and Kathy Sheldon weigh the best options.

 

Ruffin: Certainly several drivers could be due for a rebound season — Martin Truex Jr. won two of the three opening Chase races, only to have an engine failure take him out of Chase contention at Talladega. Carl Edwards seemed primed for his first Monster Energy NASCAR Cup Series title at Homestead until he wrecked into Joey Logano and headed for the garage instead of Victory Lane. Even Kasey Kahne seems due for a rebound, as he’s gone two straight seasons without a win.

 

However, I think the most likely candidate drives the No. 2 Team Penske Ford. Brad Keselowski appeared to be a title front-runner in the races leading up to and at the beginning of the Chase, as he earned seven straight top-10 finishes from Michigan in August to the October race at Charlotte. A crash at Kansas put him in a must-win scenario at Talladega, a race he was leading until his engine expired. 

 

This marks the second consecutive year that Keselowski has missed the final round of the Chase after making it all the way to the Round of 8. All of NASCAR knows that Keselowski has a fire and a drive to succeed — and he’ll be looking to redeem himself next season, starting with the Daytona 500 at Daytona International Speedway, a track where Keselowski and teammate Logano have won two of the last four events.

 

Sheldon: I’d add Aric Almirola to the list of drivers who looked set up to win in 2016 only to have the season slip away. As the sole focus of Richard Petty Motorsports in 2017, the No. 43 should be on the upswing again.

 

But while many drivers seemed to suffer from seriously bad luck last season, serious injury was the culprit for Dale Earnhardt Jr., whom I believe is perfectly poised for a huge 2017. 

 

Keselowski is due for a big bounce, I agree, but Junior is positioned well for his best run since 2013, when he finished fifth in the final standings. Before a concussion and lingering symptoms knocked Earnhardt out of the No. 88 for the final 18 races of 2016, he had five top-five finishes, four of which were runnner-up showings (Atlanta, Texas, Bristol and Pocono.)

 

Johnson’s turnaround from a midseason slump to championship run, paired with Alex Bowman‘s power performance at Phoenix and solid stretch through 2016’s final three races, indicate Hendrick Motorsports is back in top form. And while Hendrick was proving its mettle amid adversity, Earnhardt worked through a challenging injury with persistence and patience — a strengthening of his steel, if you will.

 

Add to that Junior’s personal life being on point with his New Year’s Eve nuptials with Amy. A happy, hungry Junior in top-quality equipment will be tough to beat.

 

DAYTONA BEACH, Fla. — In what has become a much-anticipated season kick-off event, NASCAR will offer FREE admission to the NASCAR Hall of Fame as part of NASCAR Fan Appreciation Day. That’s just one of the many exciting offerings during the day-long celebration of NASCAR’s passionate fans, scheduled for Saturday, Jan. 21 in Charlotte, North Carolina.

 

NASCAR stars past and present will participate in autograph and Q&A sessions throughout the day, in addition to free access to the Hall. Fans will be admitted into the Hall on a first-come, first-served basis in lieu of needing a ticket. Doors open at 8 a.m. 

 

However, tickets to the below autograph sessions, featuring stars from all three NASCAR national series, must be secured in advance. Tickets for these autograph sessions will be available for free on NASCARHall.com starting at 10 a.m. ET on Saturday, Jan. 7. Each fan can secure up to two tickets for one of the seven autograph sessions (one ticket for an individual or two tickets for an individual and their guest).

Session 1 (9:30 a.m. ET): Richard Childress, Austin Dillon, Ty Dillon
Session 2 (10:30 a.m. ET): Aric Almirola, Ryan Reed, Timothy Peters
Session 3 (11:30 a.m. ET): Kasey Kahne, Daniel Suarez, John Hunter Nemechek
Session 4 (12:30 p.m. ET): Martin Truex Jr., Brandon Jones, Noah Gragson
Session 5 (2 p.m. ET): Chase Elliott, Blake Koch, Kaz Grala
Session 6 (3 p.m. ET): David Ragan, Brennan Poole, Christopher Bell
Session 7 (4 p.m. ET): Paul Menard, Brendan Gaughan, Johnny Sauter

Q&A sessions with all of the above drivers will begin 30 minutes prior to their autograph session and are open to all guests. In addition, members of the NASCAR Next program and NASCAR Hall of Fame Class of 2017 inductees Rick Hendrick and Mark Martin will participate in Q&As for all those in attendance. 

 

NASCAR Fan Appreciation Day will follow the previous evening’s NASCAR Hall of Fame Class of 2017 Induction Ceremony on Jan. 20 (8 p.m. ET on NBCSN). As in previous years, current Monster Energy NASCAR Cup Series stars will help present each inductee. Scheduled to present at this year’s induction ceremony are seven-time premier series champion Jimmie Johnson, Matt Kenseth, Kevin Harvick, Brad Keselowski, Austin Dillon and Ty Dillon. For tickets to the Induction Ceremony, visit nascarhall.com/inductees/induction-ceremony

CONCORD, N.C. (January 5, 2017) — Leavine Family Racing (LFR) is excited to announce the return of veteran NASCAR driver Michael McDowell for the 2017 Monster Energy NASCAR Cup Series season. McDowell will once again pilot the No. 95 Chevrolet SS and is signed on to be the primary driver for LFR in all 36 races next season, making the team Chase eligible for the first time since its inception in 2011.

Additionally, LFR is excited to welcome back championship winning NASCAR crew chief Todd Parrott for the 2017 season. Parrott, who took on the crew chief responsibilities for the team full time in October of the 2016 season with only seven races remaining, led the No. 95 to earn six Top-25 finishes.


“With both Michael and Todd returning to the team this season we are looking to maintain the consistency we found towards the end of last year and continue to push forward and build off the positive momentum,” said Jeremy Lange, Vice President of Leavine Family Racing. “We had great performances on the track last year and we’re hoping that continuing in that direction will lead to more sponsorships for the team. We do have some partner renewals that we will be announcing soon and are excited to add more.”

 

McDowell, who is entering his 10th year competing in NASCAR, earned his first NASCAR national touring series win last year at Road America in the XFINITY Series and recorded 16 Top-25 finishes with LFR in 2016.

 

“I’m excited to be returning full time with LFR for the 2017 season,” stated McDowell. “I look forward to continuing to work with Todd as well and kicking off our season with a strong start at the Daytona 500 in February.”

 

Crew Chief Todd Parrott echoed his driver’s thoughts about the upcoming season.

 

“I can’t wait for the 2017 season to get here and look forward to having a great year with Michael and the team,” said Parrott. “I’m appreciative of the opportunity LFR has given me to once again assume the crew chief role for the team and am ready to get started on the upcoming season.”

 

LFR will kick off the 2017 Monster Energy NASCAR Cup Series season with the 59th running of the Daytona 500 on Sunday, February 26. For real-time updates on and off the track, fans can follow @LFR95 on Twitter and Leavine Family Racing on Facebook.

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Stewart-Haas Racing‘s NASCAR XFINITY Series effort has yet to make it to the race track, yet the organization has already announced plans to bolster the effort with the addition of a second, part-time team to go along with the No. 00 Ford Mustang to be driven by rookie of the year contender Cole Custer.


The organization announced Thursday that 2014 Monster Energy NASCAR Cup Series champion Kevin Harvick will compete in four XFINITY races for SHR in a second entry, the No. 41 Ford, to be sponsored by Hunt Brothers Pizza.


Harvick is a two-time XFINITY Series champion (2001, ’06) and has 46 career victories in the series.


"I’ve always enjoyed competing in the XFINITY Series," Harvick said in a release announcing the move. "With Stewart-Haas Racing starting a new program, I’m excited to be a part of the building process because it will make us stronger going forward as a company. I’m proud to continue working with Hunt Brothers Pizza and seeing their colors on my Ford Mustang."


The four-race ’17 schedule for the Harvick/Hunt Brothers entry will consist of events at Texas Motor Speedway (April 8), Charlotte Motor Speedway (May 27), Kentucky Speedway (July 7) and Darlington Raceway (Sept. 2).

Officials says there are no additional races planned for the team at this time.


MORE: Harvick set to be part of FOX Sports booth for select races

Hunt Brothers has been aligned with Harvick and SHR since 2014 as an associate sponsor of the No. 4 Monster Energy NASCAR Cup Series entry. The company also sponsored Harvick for select XFINITY Series races during his tenure at Richard Childress Racing, beginning in 2011, and more recently at JR Motorsports. Its first foray into NASCAR came in 2008 with Haas CNC Racing prior to it becoming SHR.


Hunt Brothers will also serve as an associate sponsor on Custer’s No. 00 entry this season.


"NASCAR has been a strong platform for Hunt Brothers Pizza thanks to the roles Kevin Harvick and Stewart-Haas Racing have played in representing our brand," Keith Solsvig, vice president of marketing, Hunt Brothers Pizza, said. "NASCAR fans love to travel and visit convenience stores. We want to continue to show our appreciation to our store partners and their consumers. Having our own Hunt Brothers Pizza Ford Mustang on the racetrack with a partner like Kevin is a great way to showcase how we constantly strive for excellence."


SHR, co-owned by team founder Gene Haas and three-time series champion Tony Stewart, fields four entries in the Monster Energy NASCAR Cup Series with a driver lineup featuring Harvick, Kurt Busch, Danica Patrick and Clint Bowyer.


RELATED: SHR raises the flag on new era

Bowyer joined the team this year, taking over for Stewart in the No. 14 Ford Fusion.


SHR officials announced plans to field an XFINITY Series team in July of ’16. Custer, who competed in the NASCAR Camping World Truck Series last year with JR Motorsports, was named the team’s driver in September.


Jeff Meendering will serve as Custer’s crew chief. The crew chief for the No. 41 entry has yet to be announced.


The XFINITY Series program and addition of Bowyer aren’t the only changes for SHR heading into the 2017 season. The organization is also making the switch to Ford entries after a 13-year relationship with Chevrolet.


RELATED: Driver tracker | Key story lines for 2017


MOORESVILLE, N.C. — The offseason — typically designated as a time of rest for most involved in the NASCAR industry — has been atypically busy for Kyle Larson.


Between flying halfway around the world for a holiday spent racing sprint cars in Australia to an annual pilgrimage coming next week to the prestigious Chili Bowl Nationals in Oklahoma, there’s been little down time.


At least he won’t have to spend the weeks leading into the Monster Energy NASCAR Cup Series opener having to answer that pesky question from offseasons past: How close are you to that first win?


"I didn’t even think about that," Larson said Thursday at a team photo shoot, smiling at the revelation. "Yeah, this is the first offseason where I haven’t been asked about a first win. Just hope we can get the second one early on in the year and not necessarily relax, but can venture out and try things where we haven’t gotten the opportunity to do that in my previous three years of racing. If we can get a win early, I think it’ll really benefit us when it comes to the Chase."


The 24-year-old driver is prepping for his fourth season at Chip Ganassi Racing with at least one career goal crossed off, visiting Victory Lane for the first time in NASCAR’s top division at Michigan International Speedway last August. The triumph marked the high point of his first season working with new crew chief Chad Johnston on the No. 42 Chevrolet team.


That milestone helped push Larson to his first appearance in the Chase playoffs, a postseason run that ended after the first round of eliminations. This season, Larson hopes a quick start out of the gate might be a sign of bigger things in 2017.


"Last year was his first year with our team and we started off a little slow," Larson said. "I think with a new crew chief coming in, it’s hard for them to get things where they want it and bringing things from the team he was with before into our organization. Once he got those things in motion, we picked up some speed and got really good throughout the summer. Tapered off a little bit before the Chase and then picked it right back up at the end of the Chase.


"I hope we can start next year off good. That’s been a place where we’ve struggled in the past in our organization — we’ll end the year really good, have high expectations to start the year and underperform for a couple of months, then work really hard to gain points back to make the Chase. I hope we can start the mile-and-a-halfs off where we ended the season and we should have a good year."


The new year is already off to a roaring start for Larson, who spent much of the holiday break Down Under with sightseeing and racing at Sydney Speedway, not far from the Aussie metropolis. A side trip to New Zealand for more sprint-car extracurriculars ended up in a washout, but Larson said the whole experience — including a surprisingly smooth 14-hour flight for his 2-year-old son, Owen — was unforgettable.


"It’s always fun to get to go to new places," Larson said. "I’ve been to Australia once before but a different part. It was cool to race close to Sydney, get to go into the city one day, go to the zoo and then also get to race a sprint car, which I don’t get to do a whole lot."


That slate promises to pick up next week when Larson and other dirt-savvy NASCAR regulars visit Tulsa for the Chili Bowl, a sprint-car prize that’s eluded him in his career thus far. Though the indoor race is a spectator’s bonanza, Larson’s quick to scuttle any notion of watching from the sidelines.


"Oh, I’m racing," Larson said. "I think this is like my ninth or 10th year running, so we practice on Monday and then my prelim night’s on Tuesday and then each night, Tuesday through Friday, is a preliminary night and you gain an idea where you’ll start on Saturday. Haven’t won the Chili Bowl yet. My good buddy, Rico (Abreu), has won the last two of them, so hopefully I can go get a win there, too."

I’m so excited for the 2017 NASCAR season! The off-season makes me so . I’ve had to spend every single day while I . Bring back the and !

has joined the Cup Series, which makes me feel . Things sure are changing, especially since you never see anymore. I haven’t seen for as long as I can remember.

I’m definitely planning to go to next season. Maybe I’ll pick up , and for my . It seems like everybody at the track these days is such a ! You’re not unless you .

Most of all, I can’t wait for the . I hope this year’s champion is — especially after last year, when . I suppose I have no choice but to spend the rest of the off-season the same way I spend it every year, .

MOORESVILLE, N.C. (Jan. 4, 2017) Kyle Busch Motorsports (KBM) announced today the addition of Marcus Richmond to the team’s crew chief lineup for the team’s three-truck effort in the NASCAR Camping World Truck Series for 2017. Richmond will call the shots for the No. 18 Tundra that will be driven by Noah Gragson. Additionally, the team announced that three-time champion crew chief Rudy Fugle will be atop the pit box of the No. 4 Tundra team with Christopher Bell this season while Kevin “Bono” Manion will guide the No. 51 Tundra team with drivers Harrison Burton, Kyle Busch, Todd Gilliland and Myatt Snider.


Fugle has guided his team to an Owner’s championship in all three of his seasons (2013, 2015 & 2016) as a crew chief at KBM, including a combined Owner’s/Driver’s Championship with Erik Jones in 2015. The New York native’s drivers have combined for 16 wins, nine poles, 33 top-five and 52 top-10 finishes across his 68 races calling the shots for the organization. Under his tutelage last season, William Byron collected a Truck Series’ record seven wins, three poles, 11 top-five and 16 top-10 finishes while leading the No. 9 Tundra team to KBM’s fourth consecutive and fifth overall Owner’s championship.  


Manion guided KBM’s No. 51 team to one win, one pole, four top-five and seven-top 10 finishes with four different drivers behind the wheel last year in his first season as a Truck Series crew chief. Prior to joining KBM, the Massachusetts native collected five victories in 10 seasons atop the pit box in NASCAR’s premier series, including two marquee wins with Jamie McMurray in 2010; the Daytona 500 and the Brickyard 400. Before graduating into NASCAR’s top division, he guided Martin Truex Jr., to back-to-back NASCAR XFINITY Series titles in 2004 and 2005.  In addition to his five Monster Energy Cup Series victories, Manion boasts 15 XFINITY Series wins; 13 with Truex Jr., and two with Dale Earnhardt Jr.


Richmond has collected nine wins, 11 poles, 52 top-five and 107 top-10 finishes across 222 races in his 11 seasons as a crew chief in the Truck Series. The veteran crew chief has been to victory lane with five different drivers (Ty Dillon, Kevin Harvick, Timothy Peters, Johnny Sauter and Dennis Setzer) and has recorded at least one win every year since 2012. The North Carolina native’s drivers have finished inside the top five in the Truck Series championship standings four times in the last five seasons, including a runner-up finish in the standings with Ty Dillon in 2012. His most recent stop was at JR Motorsports last season, where he guided Cole Custer to two poles, four top-five and 12 top-10 finishes over the last 16 races of 2016.

NASCAR driver Danica Patrick has opened her 2017 with a New Year’s fitness and fashion kick.


Patrick introduced her new line of athletic clothing — Warrior by Danica Patrick — on Wednesday with a pair of scheduled appearances on the Home Shopping Network (HSN). The collection of leggings, hoodies, tees and other fitness apparel debuted Monday on the HSN website.


The 34-year-old driver — long a backer of healthy living, cooking and fitness regimens — was scheduled to host two hourlong segments on HSN — at 9 a.m. and 7 p.m. ET — to promote the new brand. HSN plans to feature the collection — marketed as "athleisure" — on-air again in April, June, July and September.


"I’ve been interested in fashion and clothes since I was a little girl," Patrick said in a news release. "And for the last 10 years I’ve dreamed about having my own clothing line, but I was waiting for the perfect situation with the perfect partner. When HSN and (apparel maker) G-III came along, I knew it was the right time. It’s been exciting seeing the Warrior line come together. We’ve created what I believe is really the perfect athleisure collection that transitions through your day, no matter what you’re doing."


The clothing line is billed as "a collection with attention to detail and shape that will help showcase your sense of style without compromising fashion or comfort."


The rollout is part of a busy offseason for Patrick, who returns for her fifth season driving the Stewart-Haas Racing No. 10 in the Monster Energy NASCAR Cup Series. Patrick is also promoting a health and wellness book called "Pretty Intense," scheduled for release in early 2018. She is also launching her own winery — called Somnium — in the Napa Valley region of California, with bottles on sale next month.

DAYTONA BEACH, Fla. — Four-time Monster Energy NASCAR Cup Series champion Jeff Gordon will headline the list of drivers participating in this weekend’s Roar Before the 24 on Daytona International Speedway‘s road course. And the traditional three-day test for IMSA’s WeatherTech SportsCar Series’ season-opening Rolex 24 once again features a talented and diverse driver lineup.

 

For only the second time in his renowned career, Gordon will be among those testing at Daytona in preparation for the Jan. 28-29 race, widely seen as the traditional start to America’s big league motorsports season.

 

Gordon will co-drive the No. 10 Konica Minolta Business Solutions USA Cadillac DPi-V.R prototype for Wayne Taylor Racing — the same team he finished third overall with in his only other Rolex start in 2007.

 

The laps this weekend will be crucial for the team — which also includes drivers Ricky Taylor, Jordan Taylor and Max Angelelli — since it got limited time on track in a less formal test session at Daytona in December.

 

"I had so much fun the first time I did this," Gordon said. "And at this point of my life and career (winning the Rolex 24) would be huge. When I came here in 2007 I was just kind of along for the ride. When you really realize how important this race is, is on race day when you see the hype and buildup and then the challenges you face over 24 hours. That’s what makes this race so thrilling. I’d be very proud (if we won)."

 

This year’s Rolex 24 will mark the debut of new racing classifications for IMSA. Gordon’s car will be among 12 vying in the headline Prototype class. In all, 50 cars representing four classifications are expected at Daytona this weekend and later this month competing in the twice-around-the-clock race.

 

Some of NASCAR’s other big name drivers who previously competed in the Rolex — Jamie McMurray and Kyle Larson, for example — are not participating. However their NASCAR team owner Chip Ganassi still has three cars entered in the GT LeMans (GTLM) class. This team won in class at LeMans last year, and Chip Ganassi Racing is already the most decorated team in Rolex history with six overall victories.

 

Former NASCAR Cup Rookie of the Year Andy Lally as well as popular drivers Boris Said and Scott Pruett will be competing alongside IndyCar greats such as Scott Dixon and Sebastien Bourdais. Indy 500 winner Ryan Hunter-Reay and IndyCar championship contender Graham Rahal will team up as well.

 

Five-time Rolex champion Pruett will be steering the new Lexus in the 25-car GT Daytona class. A sixth Rolex watch would make him the winningest driver in the great race’s history, breaking a tie with the legendary Hurley Haywood.

 

The traditional Roar Before the 24 gets underway Friday. Teams return to the World Center of Racing on Thursday, Jan. 26 for practice and pole qualifying in preparation for the green flag at 2:30 p.m. on Saturday, Jan. 28.