In an effort to further enhance its fan outreach and customer service capabilities, Keeneland officials today announced Brad Lovell, previously Managing Director of Information Technology for NASCAR Inc., as the company’s Director of Information Technology.

 

In his new position at Keeneland, Lovell will be responsible for working with management to establish the overall technology direction for Keeneland in both strategic and technical terms, and for furthering Keeneland’s mission to provide innovation and leadership in the horse industry.

 

Lovell joins Keeneland following six years with NASCAR, where he established the strategic direction of IT services for that $500 million sports and entertainment company. At NASCAR, Lovell brought several innovations to the sport, including a system to “freeze the field” when race cautions are initiated, designing and deploying two mobile data centers to provide a technology platform at the race track, and automating many of the business processes.

 

“Brad’s experience with NASCAR – widely respected for its fan-friendly technology and promotional savvy – will help us expand opportunities for our clients, sponsors, media and, most importantly, our fans,” said Keeneland President & CEO Nick Nicholson. “NASCAR is at the forefront in terms of cutting-edge technology, broadcast graphics display and database use to reach its audience. We are excited to apply Brad’s skills in exploring new, innovative means for racing to better connect with its customers.”

 

“I am very excited to be joining Keeneland,” Lovell said. “Having grown up in Lexington, I know that horse racing fans are very passionate about the sport. I look forward to finding ways to enhance their experience and grow racing through innovation. NASCAR taught me the importance of understanding issues from multiple perspectives.  At Keeneland, we will want to obtain input from fans, owners, breeders, trainers, jockeys, and others on how we can provide continuous improvement in the sport.”

 

Prior to his position with NASCAR, Lovell served as Director of Information Resources for Brown-Forman Distillery Company and as Director of Store Systems for Rally’s Hamburgers Incorporated, both based in Louisville, Kentucky.