Brian Herbst is Senior Vice President, Broadcasting & Innovation for the National Association for Stock Car Auto Racing (NASCAR). Herbst leads the sport’s global media business, including its partnerships with FOX & NBC. Herbst also oversees a number of growth initiatives for NASCAR, including gaming and the sport’s direct-to-consumer strategy. Herbst joined NASCAR in 2005 and played an important role in the development of the industry’s digital media strategy when NASCAR brought its digital rights in-house in 2012.
Herbst manages NASCAR’s domestic & international media businesses, with NASCAR content now broadcast in over 185 countries & territories. He also led the development of the sport’s first over-the-top product, NASCAR TrackPass, which is now available in over 125 countries and territories. Herbst was a core member of the team that recently negotiated partnerships with Twitter and renewals with SiriusXM, TSN, and FOX Latin America.
Before moving into his current role in February 2015, Herbst worked for NASCAR’s digital arm, NASCAR Digital Media, where he was responsible for securing new digital partnerships, syndicating content outside NASCAR’s digital platform, and managing NASCAR’s digital rights agreements. Prior to leading the digital partnerships team, Herbst managed NASCAR’s digital products business alongside Turner Sports, handling the award-winning RaceView product and NASCAR’s fantasy portfolio.
He spent his early years at NASCAR in the company’s Licensing & Consumer Products division where, in various roles, he managed the e-commerce business, cultivated new licensing relationships for the industry, and rolled out multiple retail programs to support the sale of licensed products.
Herbst serves on the board of The Jack Fanning Memorial Foundation: Angels for Autism, a New York-based charity that raises money for autism.
Herbst has a bachelor’s degree from the University of North Carolina at Charlotte, where he graduated with honors. He was born in Buffalo, NY and raised in Cary, NC. He now resides in Charlotte with his wife, Lindsay, and three daughters (Darcy, Shea, and Callie).
Direct to Consumer Platforms and Lessons Learned