Legacy Motor Club has appointed Dean Kessel as Chief Marketing Officer, bringing over 25 years of senior executive leadership in sports marketing, sponsorship strategy, and brand development.

Co-owner Jimmie Johnson expressed enthusiasm about the appointment, citing his previous experience working with Kessel through Lowe's, Sprint, and American Legion partnerships. Johnson emphasized Kessel's expertise in building strong partnerships and innovative marketing strategies.

Most recently, Kessel served as CMO for The American Legion, where he:

• Redefined the Legion's brand
• Led the IndyCar sponsorship with Chip Ganassi Racing, resulting in the 2023 championship
• Launched a partnership with Netflix and Jerry Seinfeld in 2024
• Developed the "Be The One" initiative to combat veteran suicide

His previous experience includes:

• Director of Sprint's $100M NASCAR Sprint Cup Series sponsorship
• Vice President and General Manager at ESPN's BASS property
• Sports marketing leadership at Lowe's Companies Inc.
• Securing naming rights for Lowe's Motor Speedway
• Negotiating Lowe's sponsorship with Jimmie Johnson in 2001

"I am beyond excited to join Legacy Motor Club with Jimmie and Cal Wells, especially at this pivotal point with Jimmie assuming majority ownership and Knighthead Capital joining the Club," said Kessel. In his new role, he will oversee all marketing initiatives, sponsorship activations, and brand strategy for Legacy Motor Club.

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