• Career Sports Marketing, Private Equity, Fundraising, College Athletics and Motorsports Executive Third President in MSHFA’s 38-Year History
• Appointment Brings Lucas Back to Daytona Beach Where He Previously Worked in Sales, Marketing and Business Development Executive Positions at Daytona International Speedway and NASCAR

DAYTONA BEACH, Florida (January 5, 2025) – Daren Lucas, a 35-year career professional in sports marketing, private equity, fundraising, college athletics and motorsports has been named President of the Motorsports Hall of Fame of America (MSHFA). The appointment returns Lucas to the Daytona Beach area where he previously held several executive business development, management and revenue generating positions with both Daytona International Speedway (DIS) and NASCAR from 2000 through 2006.

Lucas joins the MSHFA after most recently spending the past 10 years in his own sports consultancy, which has kept him at the forefront of sports sponsorship and digital and social marketing. Previously in Daytona, Lucas led all Sales and Marketing at DIS and all Consumer Marketing and Ticketing for NASCAR-owned tracks, in support of such major events as the Daytona 500, the Rolex 24 At Daytona sports car race and the Daytona 200 motorcycle road race and other major motorsports events. In his agency work, Lucas executed more than 100 official partnership deals including with the Indianapolis Motor Speedway (IMS) and the Indianapolis 500. Lucas also brings extensive career experience in the sports travel and tourism industry at Super Bowls, Olympics, Masters and Kentucky Derbys. Lucas earned a Bachelor of Arts (BA) degree from the University of North Carolina at Chapel Hill, which was followed by a Master of Sports Administration (MSA) at Ohio University.

“It is both an honor and a privilege to join the Motorsports Hall of Fame of America as President,” Lucas said. “The impressive MSHFA Museum has grown extensively since relocating nearly 10 years ago in the DIS Ticket and Tours building, which is located just outside of the Speedway’s NASCAR Turn 4. The MSHFA administrative headquarters facility is housed in the same offices I worked in earlier in this century with DIS and NASCAR. Now, I look forward to working with both the MSHFA Board of Directors and the MSHFA team in my next chapter in Daytona and – most importantly – the next phase of success and growth for the Motorsports Hall of Fame of America.”

Lucas takes over MSHFA’s leadership from the retiring George Levy, who served as president from late 2019 through the end of 2025. Levy was just the MSHFA’s second president following the late Ron Watson, who initially held the presidential position from 1989 until his unexpected passing in October of 2019.

“The future of the Motorsports Hall of Fame of America is solid but has room to continue to grow,” said MSHFA Board of Directors Chair Paul Doleshal. “With the hiring of Daren, we feel that we are poised for that growth. We are more than confident that we have found the right person with Daren who can help advance the Hall into its next chapter of success. The MSHFA presidential search committee managed a long and thorough process, culling through more than 50 applications, interviewing dozens via video interviews, and then meeting with our final eight candidates through in-person interviews in both Daytona and Charlotte. We want to thank the entire search committee and sincerely thank George Levy, and we are proud of his ongoing efforts and the solid growth he led in the last six years.”

Lucas brings dual passions for both modern-day motorsports as well as the rich history and legacy of racing in the United States, which includes a high-speed family tie to the very roots of motorsports Americana.

“The history of motorsports in America is truly right at home in our family,” Lucas said. “My wife, Dawn, is the daughter of stock car pioneer Dink Widenhouse, and we are thrilled to be able to once again live so close to where he and his friends and racing peers competed on the beach here in Daytona. Our daughter Caroline was born in Daytona, and we are so happy to come back to where both my father-in-law and our daughter’s grandfather was part of the amazing motorsports legacy in America, which I now have both the responsibility and honor to preserve for generations to come.”

Widenhouse is pictured in his trademark No. B-29 stock car at the final Daytona beach race in 1958 and with his friends and racing peers Ned Jarrett (MSHFA Class of 1997) and Ralph Earnhardt.

The 38th Annual MSHFA Induction Ceremony Presented by Toyota Gazoo Racing takes place March 9 – 10, 2026 at the Hilton Daytona Beach Oceanfront Resort in the heart of Daytona Beach, Florida. The traditional black-tie gala, which is the crowning event of the two-day, multi-function induction celebration. The Induction Ceremony will be preceded the night before on Monday, March 9, by the traditional “Heroes of Horsepower” reception and strolling dinner at the MSHFA Museum on the DIS grounds.

Daytime events, presented by Toyota Gazoo Racing, include the annual Inductee Welcome Luncheon on Monday, and the annual Inductee Brunch on Tuesday morning.

For more information or to purchase Class of 2026 Induction tickets, visit the MSHFA at www.mshf.com.

The MSHFA is located in Daytona International Speedway’s Ticket and Tours Building. Access to the MSFHA Museum is included with every Daytona International Speedway tour, which runs throughout each day, or as a museum-only ticket. The museum is open daily 9 a.m. – 5 p.m. except for major holidays. It is visited by more than 150,000 guests each year from every state in America and countries all over the world. For museum tickets call 1-800-PIT-SHOP.

The Motorsports Hall of Fame of America is on Facebook at www.facebook.com/MotorsportsHOF/ and Instagram and Twitter at @MotorsportsHOF. Learn more at www.mshf.com.

About the Motorsports Hall of Fame of America: The MSHFA is the only hall that honors all major American motorsports: cars, motorcycles, airplanes, off road and powerboats. Its mission is to celebrate and instill the American motorsports values of leadership, creativity, originality, teamwork and spirit of competition. Founded by Larry G. Ciancio and led by first President Ronald A. Watson, it held its first induction in 1989. Watson spent the next 30 years tirelessly building it into the nation’s premier such hall until his passing in 2019. Originally based in Novi, Mich., it relocated to Daytona Beach, Fla., in 2016 and greets more than 120,000 guests a year in its museum. MSHFA is operated by the nonprofit Motorsports Museum and Hall of Fame of America Foundation, Inc.

Mike Martinez to Retire After Three Decades of Leadership and Growth

Yamaha Motor Corp, USA, Promotes Dean Burnett to Senior Vice President and President of Motorsports Division

Mike Martinez to Retire After Three Decades of Leadership and Growth

MARIETTA, Ga., Jan. 05, 2026 (GLOBE NEWSWIRE) — Yamaha Motor Corp., USA (YMUS), is promoting Dean Burnett to Senior Vice President and President of Motorsports. Burnett brings more than three decades of Yamaha experience to his new position, most recently as Vice President of Yamaha’s Marine Innovation Center, and President of Siren Marine and Skeeter and G3 Boat companies.

Mike Martinez, the current SVP and President of Motorsports since 2022, announced his retirement after 32 years at YMUS. Martinez will stay on for the first quarter of 2026 to work closely with Burnett and ensure a smooth transition of the Motorsports business and operations. He will officially retire on April 3, 2026.

“Yamaha owes Mike Martinez a huge debt of gratitude for his decades of service, spearheading groundbreaking products, dealer programs, and initiatives that directly led to Yamaha’s success in the U.S. powersports industry. I’m confident that Mike’s legacy is in great hands with Dean Burnett, who’s intimate knowledge of Yamaha, from sales and marketing to operations and finance, combined with his extensive leadership experience, makes him the perfect person to lead Motorsports into the future,” said Michael Chrzanowski, President and CEO of Yamaha Motor Corp., USA. “Over the next few months, Dean and Mike will work closely together to align strategy and operations for the future success of Yamaha Motorsports and our dealer partners.”

Burnett was born into his family’s marine dealership in Louisville, Kentucky, and worked his way through various Yamaha business groups dating back to 1987, including sales, marketing, service, operations, manufacturing, and finance. He brings vast leadership experience in addition to his roles in Yamaha’s Marine business, having served as President and Managing Director of Yamaha Motor Canada, Ltd. (YMCA), and President and Managing Director of Yamaha Motor Finance Canada, Ltd. (YMFCA). Prior to his time in Canada, Burnett was President of the Yamaha WaterCraft Business Group.

“I enjoy being part of the Yamaha family, and I’ve seen firsthand how Martinez worked tirelessly to build a culture based on community, innovation, and real-world experiences. Importantly, the Yamaha Motorsports team values, supports, and celebrates our dealer partners and business relationships. I’m proud and excited to accept this new opportunity,” Burnett said. “At its core, Yamaha creates lifelong memories, and we’ll continue to deliver on that promise to our dealer partners and customers over the decades to come.”

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Daren Lucas, a 35-year career professional in sports marketing, private equity, fundraising, college athletics and motorsports has been named President of the Motorsports Hall of Fame of America (MSHFA). The appointment returns Lucas to the Daytona Beach area where he previously held several executive business development, management and revenue generating positions with both Daytona International Speedway (DIS) and NASCAR from 2000 through 2006.

Lucas joins the MSHFA after most recently spending the past 10 years in his own sports consultancy, which has kept him at the forefront of sports sponsorship and digital and social marketing. Previously in Daytona, Lucas led all Sales and Marketing at DIS and all Consumer Marketing and Ticketing for NASCAR-owned tracks, in support of such major events as the Daytona 500, the Rolex 24 At Daytona sports car race and the Daytona 200 motorcycle road race and other major motorsports events. In his agency work, Lucas executed more than 100 official partnership deals including with the Indianapolis Motor Speedway (IMS) and the Indianapolis 500. Lucas also brings extensive career experience in the sports travel and tourism industry at Super Bowls, Olympics, Masters and Kentucky Derbys. Lucas earned a Bachelor of Arts (BA) degree from the University of North Carolina at Chapel Hill, which was followed by a Master of Sports Administration (MSA) at Ohio University.

“It is both an honor and a privilege to join the Motorsports Hall of Fame of America as President,” Lucas said. “The impressive MSHFA Museum has grown extensively since relocating nearly 10 years ago in the DIS Ticket and Tours building, which is located just outside of the Speedway’s NASCAR Turn 4. The MSHFA administrative headquarters facility is housed in the same offices I worked in earlier in this century with DIS and NASCAR. Now, I look forward to working with both the MSHFA Board of Directors and the MSHFA team in my next chapter in Daytona and – most importantly – the next phase of success and growth for the Motorsports Hall of Fame of America.”

Lucas takes over MSHFA’s leadership from the retiring George Levy, who served as president from late 2019 through the end of 2025. Levy was just the MSHFA’s second president following the late Ron Watson, who initially held the presidential position from 1989 until his unexpected passing in October of 2019.

“The future of the Motorsports Hall of Fame of America is solid but has room to continue to grow,” said MSHFA Board of Directors Chair Paul Doleshal. “With the hiring of Daren, we feel that we are poised for that growth. We are more than confident that we have found the right person with Daren who can help advance the Hall into its next chapter of success. The MSHFA presidential search committee managed a long and thorough process, culling through more than 50 applications, interviewing dozens via video interviews, and then meeting with our final eight candidates through in-person interviews in both Daytona and Charlotte. We want to thank the entire search committee and sincerely thank George Levy, and we are proud of his ongoing efforts and the solid growth he led in the last six years.”

Lucas brings dual passions for both modern-day motorsports as well as the rich history and legacy of racing in the United States, which includes a high-speed family tie to the very roots of motorsports Americana.

“The history of motorsports in America is truly right at home in our family,” Lucas said. “My wife, Dawn, is the daughter of stock car pioneer Dink Widenhouse, and we are thrilled to be able to once again live so close to where he and his friends and racing peers competed on the beach here in Daytona. Our daughter Caroline was born in Daytona, and we are so happy to come back to where both my father-in-law and our daughter’s grandfather was part of the amazing motorsports legacy in America, which I now have both the responsibility and honor to preserve for generations to come.”

Widenhouse is pictured in his trademark No. B-29 stock car at the final Daytona beach race in 1958 and with his friends and racing peers Ned Jarrett (MSHFA Class of 1997) and Ralph Earnhardt.

The 38th Annual MSHFA Induction Ceremony Presented by Toyota Gazoo Racing takes place March 9 – 10, 2026 at the Hilton Daytona Beach Oceanfront Resort in the heart of Daytona Beach, Florida. The traditional black-tie gala, which is the crowning event of the two-day, multi-function induction celebration. The Induction Ceremony will be preceded the night before on Monday, March 9, by the traditional “Heroes of Horsepower” reception and strolling dinner at the MSHFA Museum on the DIS grounds.

Daytime events, presented by Toyota Gazoo Racing, include the annual Inductee Welcome Luncheon on Monday, and the annual Inductee Brunch on Tuesday morning.

For more information or to purchase Class of 2026 Induction tickets, visit the MSHFA at www.mshf.com.

The MSHFA is located in Daytona International Speedway’s Ticket and Tours Building. Access to the MSFHA Museum is included with every Daytona International Speedway tour, which runs throughout each day, or as a museum-only ticket. The museum is open daily 9 a.m. – 5 p.m. except for major holidays. It is visited by more than 150,000 guests each year from every state in America and countries all over the world. For museum tickets call 1-800-PIT-SHOP.

The Motorsports Hall of Fame of America is on Facebook at www.facebook.com/MotorsportsHOF/ and Instagram and Twitter at @MotorsportsHOF. Learn more at www.mshf.com.

MSHFA PR

We’re ringing in the new year with fresh NASCAR news and a brand new ranking that shifts the spotlight away from the usual super teams. From updates inside the Driver Advisory Council to rumors swirling around Bristol and TrackHouse, plus a full breakdown of the top non super team drivers heading into 2026, this episode covers a lot of ground as the season creeps closer.

• Who made the 2026 Driver Advisory Council, and why this group matters more than ever
• Why Bristol Motor Speedway rumors won’t die, even after being shut down
• The growing mystery around WeatherTech and TrackHouse Racing
• A full ranking of the top non super team drivers who could break through next season

Beyond the headlines, this video dives into the bigger picture of NASCAR’s competitive landscape. With Gibbs, Hendrick, and Penske dominating championships, the question becomes which other teams are truly positioned to challenge in 2026. From veterans trying to rebound to young drivers on the rise, this ranking sets the stage for a fascinating season ahead.

Watch Also

Zeigler Automotive Group is continuing its long-term relationship with NASCAR Cup Series team Spire Motorsports and third-year driver Carson Hocevar, the company confirmed in a press release on Monday.

The brand, noted as one of the largest privately-owned automotive dealer groups in the United States, will be adorning the No. 77 Chevrolet Camaro in a total of 11 NASCAR Cup Series events this season — one exhibition event and 10 points-paying events.

“Sponsoring Carson Hocevar for the 2026 season is about more than putting our name on the No. 77 — it’s about supporting someone who represents the future of this sport and the way we do business,” said Aaron J. Zeigler, president and CEO of Zeigler Auto Group and Zeigler Racing. “Carson brings intensity, authenticity, and a relentless drive to improve every time he takes the track. That mindset will take him far, and we can’t wait to see what he does next as he continues to push what’s possible.”

Zeigler.com and Zeigler Auto Group will both be showcased on the racecar of the Portage, Michigan-native starting with the pre-season exhibition event, The Clash, at Bowman-Gray Stadium in Winston-Salem, North Carolina on February 1.

The company’s points-paying slate of events will begin in June, at the brand’s home race in Brooklyn, Michigan at Michigan International Speedway on June 7. Additional events include Pocono (June 14), Chicagoland (July 5), Atlanta (July 12), Indianapolis (July 26), Iowa (August 9), Richmond (August 15), Bristol (September 19), Kansas (September 27), and the penultimate event of the season at Martinsville (November 1).

“I’m excited to continue our partnership with Zeigler Automotive Group,” said Hocevar. “I grew up right down the street from their headquarters in Kalamazoo, so it is cool to see how it has all come full circle. The whole Zeigler family have been such great supporters of me and the No. 77 team since day one. I’m looking forward to continuing to build our partnership on and off the track and can’t wait to park the Zeigler Chevrolet in Victory Lane this year.”

Hocevar, the 2024 NASCAR Cup Series Rookie of The Year, is prepared to enter his third season competing at NASCAR’s top-level after a solid sophomore campaign that included a pair of second-place finishes at Atlanta Motor Speedway and Nashville Superspeedway, and nine top-10s — both career-highs.

The 22-year-old driver has been with Spire Motorsports for much of his NASCAR Cup Series career, joining the team full-time in 2024, after making his debut at World Wide Technology Raceway the season before in an interim role. Hocevar did make a series of starts for LEGACY MOTOR CLUB in the No. 42, also on a interim role in 2023. In 81 career starts, Hocevar has managed three top-fives and 15 top-10s.

Zeigler Auto Group will kick off its sponsorship campaign at Bowman-Gray Stadium on Sunday, February 1 at 8:00 PM ET. Coverage of the event will be on FOX, MRN, and SiriusXM NASCAR Radio Channel 90.

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