Legacy Motor Club has appointed Dean Kessel as Chief Marketing Officer. Kessel brings over 25 years of senior executive leadership in sports marketing, sponsorship strategy, and brand development to the organization.
“We are thrilled to welcome Dean to Legacy Motor Club,” said co-owner Jimmie Johnson.” 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 served most recently as Chief Marketing Officer for The American Legion. During his tenure at the Legion, Kessel successfully redefined The Legion’s brand, spearheaded an innovative IndyCar sponsorship with Chip Ganassi Racing which included the 2023 IndyCar championship with Alex Palou. Additionally, he launched a groundbreaking partnership with Netflix and Jerry Seinfeld in 2024. Kessel also led the development of the highly impactful “Be The One” initiative, a national movement to combat veteran suicide.
“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.”
Prior to his role at The American Legion, Kessel served as Director of Sprint’s $100 million annual NASCAR Sprint Cup Series sponsorship, managing all marketing, promotions, and communications activities. His deep expertise in motorsports sponsorships also includes serving as vice president and general manager at ESPN with its BASS property, where he played a key role in the network’s $40 million acquisition of BASS. Additionally, during his tenure at Lowe’s Companies Inc., Kessel led influential sports marketing efforts across NASCAR, NFL, MLB, and NBA properties. Notably, he played an instrumental role in securing naming rights for Charlotte Motor Speedway, transforming it into Lowe’s Motor Speedway, and negotiating the long-standing sponsorship agreement between Lowe’s and seven-time NASCAR Cup Series Champion Jimmie Johnson in 2001.
In his new role, Kessel will oversee all marketing initiatives, sponsorship activations, and brand strategy for Legacy Motor Club.
