Speaker Profile

Brooks Deaton is the Managing Director of Research & Insights for NASCAR, the premier motorsports league in the U.S. With a passion for leveraging insights and analytics into all aspects of the business, he has made meaningful impacts in the research industry for nearly 20 years. Prior to leading the insights and analytics team at NASCAR, Brooks guided research and analytics efforts for Denny’s and Aflac.

At NASCAR, Brooks leads a dynamic team dedicated to unraveling the complexities of the sports industry. His leadership centers on fostering a collaborative environment where data-driven innovation thrives, empowering teams to harness insights to steer the sport towards continued success.

Brooks is a native of Charlotte, NC and lives with his wife, Abby, and two daughters, Ellison and Callie. When Brooks isn’t at NASCAR races you can usually find him on the golf course or with his family, possibly with a bourbon in hand.