Legacy Motor Club has hired Dean Kessel to serve as its Chief Marketing Officer.
Kessel has worked with Jimmie Johnson, now the majority owner of Legacy Motor Club, through several sports marketing activations so he brings both 25 years of experience and synergy with the seven-time Cup Series champion as he continues to reshape his team as the top decision maker.
“We are thrilled to welcome Dean to Legacy Motor Club,” Johnson said in a press release.” Dean’s extensive experience in motorsports, brand development, and corporate partnerships will be instrumental in driving our marketing and fan engagement initiatives to new heights.
“I had the pleasure of working with him through the Lowe’s, Sprint and American Legion partnerships, so to say Dean is the perfect fit for this role is an understatement. His track record of building strong, lasting partnerships and innovative marketing strategies aligns perfectly with our vision for the future.”
Kessel most recently served as Chief Marketing Officef for The American Legion, where he oversaw a sponsorship program that included both Johnson, Tony Kanaan and Alex Palou at Chio Ganassi Racing. He also launched a partnership between Jerry Seinfeld and Netflix.
Johnson and Kessel worked together a lot before that when the marketing executive oversaw the $100 million annual Sprint activation as title sponsor for the Cup Series. He was also a vice president and general manager at ESPN and worked at Lowe’s at the time it sighed deals to become title sponsorship for Charlotte Motor Speedway and the partnership with Johnson ar Hendrick Motorsports.
“I am beyond excited to join the leadership team at Legacy Motor Club with Jimmie and Cal (Wells, CEO) — especially at this pivotal point in the organization’s history with Jimmie assuming the majority ownership in the team and with Knighthead Capital joining the Club and all the potential that relationship brings to the future of Legacy Motor Club,” said Kessel. “Jimmie and I have a long history of working together in previous roles, but the opportunity to join him and the rest of the team at Legacy MC, is truly a special honor.”
In his new role, Kessel will oversee all marketing initiatives, sponsorship activations, and brand strategy for Johnson’s team.
