John Dahl, a veteran ESPN employee most known for spearheading ‘The Last Dance’ has joined NASCAR to lead a major digital content department.
Specifically, Dahl will start with the league on May 1 with the title senior vice president of content, where he will be tasked with overseeing work at NASCAR Studios and NASCAR Digital Media.
NASCAR just opened a brand-new productions facility in Concord, North Carolina where the league will produce broadcasts for the Xfinity Series next season and where it will produce the second half of Truck Series races not produced by FOX Sports.
Dahl will supervise documentaries, web and mobile app content.
He will report to Tim Clark, senior vice president and chief digital officer, and will split his time between New York and North Carolina.
“NASCAR has an incredible opportunity to continue fueling its positive momentum with powerful storytelling that brings fans closer to everything that makes this sport so compelling, and there’s no one more proven or better equipped to deliver on that potential than John Dahl,” said Clark in a statement. “We’re thrilled to welcome John aboard and can’t wait for fans to experience everything he and his extremely talented NASCAR teammates have to offer.”
Dahl most recently was the vice president and executive producer for special projects, films and original content. During his tenure, Dahl led projects surrounding the NBA’s 75th anniversary, the 150th anniversary of college football and was an executive producer of the lauded ’30 for 30’ documentary series.
He is no stranger to NASCAR, having served as a reporter for WBT Radio in Charlotte at the Coca-Cola 600, and creating several documentaries including a consulting role for the first season of the Netflix Full Speed show.
“Over the course of my career, I’ve been fortunate to experience firsthand NASCAR’s rich reservoir of characters and storylines, from the people behind the wheel all the way to the tracks and fans themselves,” Dahl said in a statement. “I’m excited to help build on the foundation of extraordinary content being created in and around NASCAR to give fans more reasons to engage, whether that comes in a TikTok video, a documentary project or anything in between.”