Norris Scott is Vice President of Analytics & Insights for the National Association for Stock Car Auto Racing (NASCAR).
Based out of the NASCAR Charlotte office, Scott leads the league’s newly formed Analytics & Insights team. As a valued resource for the NASCAR industry, the team leads the measurement and analytics of data across broad and varied verticals including social and digital media, broadcast, traditional consumer and category research, fan engagement and sponsorship valuation.
Specifically, the integrated, cross-platform data analysis helps the entire NASCAR ecosystem glean more meaningful insights related to fan consumption patterns, social and digital engagement, sponsorship activation efficacy, and best practices. NASCAR uses data to drive, measure, and prove ROI for teams, tracks, official partners and media partners. These insights help drive more confident decision making across the complex NASCAR ecosystem.
For the past 11 years, Scott oversaw the NASCAR Partnership Marketing and Commercial teams, which managed the relationships with the league’s most prominent sponsors.
Before joining NASCAR in 2005, Scott was Senior Director, Sports Management at ESPN/ABC Customer Marketing and Sales, where he developed and managed the integrated sponsorship sales of several marquee properties, including the National Football League, College Football and the Bowl Championship Series.
He previously served in the Corporate Sponsorship group at the NFL, as well as managing ABC Sports’ marketing rights for the first-ever College Football BCS and sponsorship sales for ABC’s Triple Crown TV.
Scott started his career with NYT Event Company, where he was involved in the management of golf and tennis events for clients of the NYT Magazine Group. He holds a BS in Corporate Communications from Ithaca College.