University of Vermont

University Communications

Alumnus Steve Phelps ’85 Featured on CBS Hit Series “Undercover Boss”

Release Date: 10-20-2010

Author: Jay P. Goyette
Phone: 802/656-0726 Fax: 656-3203

University of Vermont Alumnus Steve Phelps ’85, senior vice president and chief marketing officer of NASCAR (National Association for Stock Car Auto Racing), will be featured on the hit CBS reality tv series “Undercover Boss” airing Sunday, Oct. 24, at 9 p.m. eastern time.

Each week, “Undercover Boss” follows a different executive leaving the comfort of the corner office for an undercover mission to examine the inner workings of their company. While working alongside their employees, the executives see the effects their decisions have on others and where the problems lie within their organizations, and get an up-close look at both the good and the bad while discovering the unsung heroes who make their companies run. According to CBS, “Undercover Boss” was the #1 new series of the 2009-2010 season. Now in its second season, it averages nearly 13 million viewers each Sunday.

Phelps oversees all NASCAR efforts in corporate marketing, industry marketing, brand/consumer marketing, public relations, public affairs, diversity, multi-media, sales, licensing, business development and the NASCAR Foundation. He is based at NASCAR headquarters in Daytona Beach, Fla. and reports to Chairman/CEO Brian France.

Phelps joined NASCAR as vice president of corporate marketing in July 2005. He was named CMO in February 2006 and promoted to senior vice president in January 2010.

Prior to joining NASCAR he was executive vice president of sales and marketing for Wasserman Media Group. From 1990 to 2004, he was with the National Football League. As vice president, corporate marketing, he brought many new sponsors to the league, managed key sponsor accounts, and instituted a philosophy focused on developing mutually beneficial partnerships.

Phelps began his career in brand management at American Home Products. He later went on to work with Guinness Import Company as a Brand Manager.

Phelps has twice been named to Sports Business Journal’s “Forty Under 40” list of influential executives in sports.

The Vermont native earned his bachelor’s degree in economics from UVM in 1985 and an MBA from Boston College in 1987.

He and his wife Dina have four children: daughters Katherine and Maddie; and sons Jack and Ryan.