This week's edition of the SportsBusiness Journal named the fifty most influential personalities it the business of sports. With names like James Bodenheimer (President of ESPN/ABC Sports), Jerry Jones (owner of the Dallas Cowboys) and David Stern (Commissioner of the NBA) atop the list, NASCAR Chairman and CEO Brain France finds himself in good company and in the number nine slot.

Choosing the fifty most influential people in sports business is no easy task, and this year those at the SBJ acknowledged the biggest impact would come from outside the sports world. With so much turmoil in the current economy and the transition of power taking place in the federal government, the SBJ pointed out these factors would have more influence than any single person.

That being said, France was chosen to be in the top-10 for many reasons. Carrying on his family?s tradition and namesake, the third generation France is beginning to solidify his place atop the sport. Admitting earlier in the year NASCAR had strayed from its roots over the past few seasons, France committed to bring his sport home to the fans once again.

Years of expansion to new markets and attempts to attract new fans produced little aside from resentment from the hardcore race fans that had built the sport. With the loss of Dale Earnhardt fresh in the memory of most loyal fans, the expansion and attempt to market the sport to a newer more corporate/Hollywood crowd seemed to be a slap in the face to many.

In the last few years, however, it seems France and those around him have realized the consequences of their actions. With the 50th running of the Daytona 500 right around the corner, France pushed for a heavy marketing campaign at the beginning of the 2008 season in an attempt to bring the sport back to those loyal fans.

With NASCAR so dependent on outside factors, a poor economy has a larger impact of the sport than any traditional stick-and-ball sport. Facing some of the toughest economic times in recent history, Brian France has been able to step up and support his teams, the fans and the manufacturers that move the sport. France again flexed his influential muscle when he recently sent a letter to the federal government in support of the Big 3 auto makers.

While many hardcore race fans have often thought Brian France was out of touch with NASCAR, the fact is the Chairman and CEO of the company knows the importance of his role. Changing economic times are going to play a major factor in all of our lives and will have an affect of the sport we all love. France appears to understand that fact just as well as anyone in the sport and is prepared to guide NASCAR through these troubled waters.