NASCAR announced Thursday that Brent Dewar has been promoted to the role of President of NASCAR, effective immediately.

Dewar, hired as NASCAR’s Chief Operating Officer (COO) in December 2013, becomes the fourth President of NASCAR. Mike Helton served in that capacity from 2000 until his promotion to Vice Chairman of NASCAR in 2015.

Bill France Sr. ruled the sanctioning body as President from its founding in 1948 until 1972, when he handed the title to his son, Bill France Jr. Both were inductees to the NASCAR Hall of Fame’s inaugural class.

Dewar, who will continue to serve on the NASCAR board of directors, has ties to the sport that run far deeper than his impactful tenure as NASCAR’s COO. Dewar spent over three decades as an automotive executive, boasting strong connections to both motorsports and the global automobile industry.

Since his start with NASCAR, Dewar led the creation of several competition enhancements and has helped strengthen the sport’s embrace of technology and environmental sustainability. He also was part of the negotiations that brought Monster Energy into the fold as the entitlement sponsor of NASCAR’s premier series before the 2017 season.

Dewar also has helped drive a new era of overarching collaboration, helping partners from all facets of the NASCAR industry work together for the betterment of the sport. His work in this area resulted in the creation of the charter system for team owners and the implementation of industry councils across drivers, teams, tracks and automotive manufacturers.

“Brent has helped lead a cultural transformation at NASCAR,” NASCAR Chairman and CEO Brian France said in a statement. “From collaborating with team owners to building the charter framework; to partnering with tracks, auto manufacturers, entitlement sponsors, and broadcasters to deliver better racing and a more dynamic fan experience; he has spearheaded some of the most impactful enhancements NASCAR has implemented in its history.

“I couldn’t be more thrilled about the impact Brent has had on our industry and I am confident he will continue to help serve and grow our sport for many years to come.”

Dewar will continue to report to Brian France. Dewar’s direct reports include Steve Phelps and Steve O’Donnell, executive vice presidents and chiefs of sales/marketing and racing development, respectively.