Brooks Deaton

Brooks Deaton is the Vice President of Data & Insights at NASCAR, a role he assumed following his promotion from Managing Director of Research & Insights in July 2024.24 He has been with NASCAR since 2014, initially joining as the Director of Consumer Insights. In this capacity, he has played a pivotal role in shaping NASCAR's market research practices and consumer engagement strategies.14

Career Background

• Early Career: Deaton began his career in marketing at a PGA Tour golf course, which led him to a boutique research firm. He later held positions at Aflac and Denny’s, focusing on consumer insights and marketing research.1
• NASCAR Contributions: Under his leadership, NASCAR has developed initiatives like the Official NASCAR Fan Council, which engages with approximately 25,000 fans to gather insights using various methodologies.12

Expertise and Focus

Deaton's work emphasizes the integration of advanced technologies such as artificial intelligence and virtual reality into market research, aiming to enhance consumer insights and engagement within the motorsports industry.1 His passion for leveraging data to improve fan experiences is a hallmark of his approach at NASCAR.

Personal Insights

Deaton is known for his belief that curiosity and relationship-building are essential traits for success in marketing research. He values consumer feedback as a critical component of enhancing brand experiences.1

For more details about his professional background, you can find him on LinkedIn under the username brooks-deaton-8720861.3