Jason Golden Joins Atlantic 10 Leadership Team
The veteran executive leaves Richard Childress Racing to lead revenue and marketing for the Atlantic 10 Conference.
Updated on Oct. 16, 2026 in Motorsports
After a 12-year tenure at Richard Childress Racing, executive Jason Golden is transitioning to the collegiate sports sector. He will serve as the chief revenue officer and chief marketing officer for the Atlantic 10 Conference.
Why it matters
The move marks a significant shift in leadership as the Atlantic 10 Conference aims to strengthen its revenue-generating capabilities. Golden brings extensive experience from motorsports and collegiate athletics to this new role.
Jason Golden spent 12 years in his role as chief revenue officer at Richard Childress Racing. He will now oversee revenue efforts for the Atlantic 10 Conference while remaining based in Charlotte.
The players
Jason Golden
He is an experienced executive who previously managed revenue for Richard Childress Racing and worked at UNLV.
Richard Childress Racing
It is a prominent NASCAR racing organization that has competed at the highest levels of American motorsports for decades.
Atlantic 10 Conference
This is a Division I collegiate athletic conference that sponsors championship sports and is based in Washington, D.C.
Steve Newmark
He is a sports executive who took over as the athletic director of the University of North Carolina in 2026.
The details
Golden brings a background that includes previous roles at IMG College, UNLV, and the Speedway Motorsports track in Las Vegas. He will maintain his base in Charlotte while traveling to support the Washington, D.C.-based conference.
Timeline
July 2026: Steve Newmark was appointed as the athletic director at UNC.
October 16, 2026: Jason Golden announced his departure from Richard Childress Racing.
Season Trajectory
This hiring follows the trend of collegiate athletic conferences recruiting high-level corporate talent to modernize their commercial operations. It reflects the broader efforts of conferences to secure sustainable revenue streams amid a rapidly changing landscape in college sports.
Golden will focus on generating revenue for the Atlantic 10 Conference, which could lead to new sponsorship models for the league. Local stakeholders in Charlotte can expect continued executive activity in the region as he maintains his base there.
The takeaway
The transition of executive talent from professional motorsports to collegiate athletics highlights the increasing convergence of commercial strategies across different sporting leagues. Professionals looking to track industry trends should note how these cross-sector hires often precede major shifts in marketing and branding.
Further reading
For more news on local industry leadership changes, visit the Motorsports section.
Source note: This article includes information reported by Sportsbusinessjournal.
