Jason Dial Becomes New Circuit of The Americas President

Wednesday, 18 September 2013

CircuitoftheAmericasCircuit of The Americas (COTA), which hosts the Formula 1 United States Grand Prix, today announced that Jason Dial has joined its executive team in the newly created role of president.

Dial, who has enjoyed a distinguished career at Procter and Gamble (P&G) in sports marketing and most recently served as chief marketing officer for the NFL’s Tampa Bay Buccaneers football team, will report directly to Steve Sexton, who will continue as chief executive officer. Dial will assume his new duties on Oct. 1.

“We’re excited to add Jason Dial to our team at a time when Circuit of The Americas is quickly evolving,” COTA Founding Partner Bobby Epstein said. “In less than one year, we’ve gone from hosting one hugely successful international event, the Formula 1 United States Grand Prix, to a year-round schedule of motorsports and entertainment events, concerts, track experiences and campus activities—and we just landed ESPN’s X Games for four years.

"We’re advancing rapidly, and as our programming increases, we’re expanding our executive team to keep pace with our progress and workload. Jason has been responsible for managing some of the most prestigious consumer brands in the world and activating them in both the sports and entertainment arenas. He’s received industry accolades for his work at the Tampa Bay Buccaneers, and his fan-focused approach to doing business will be a great advantage to COTA.”

During his time with the Buccaneers, Dial was credited with rejuvenating the franchise’s relationship with its fans, while increasing attendance and season ticket renewals. He introduced a fan-centric approach to the entire organization, leading to a major revamp of the Buccaneer’s game day experience, which is now ranked 10th best in the NFL, up from 24th.


“Circuit of The Americas catapulted onto the sports landscape last year, and I am eager to join COTA at such an important time in the company’s history,” Dial said. “The 2012 Formula 1 United States Grand Prix was just honored as ‘Sports Event of the Year.’ The addition of the ESPN X Games is a great new platform for growth, and we’re ready to take things to the next level. I’ve had the opportunity to work on some of the best brands in the world and grow them through a consistent, strategic framework and consumer-first approach to doing business.

“I am leaving behind a great team at the Buccaneers and am proud of the way we transformed our organization with the tremendous support of the Glazer Family and the Tampa Bay community. I now look forward to joining COTA, growing its fan base and continuing to establish COTA as a premier destination. We have a world-class facility with amazing events, and we want to be customers’ first choice for premium sports and entertainment.”

Dial will oversee day-to-day business operations for Circuit of The Americas and its Austin360 Amphitheater.

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