Siegel, along with a team to be announced, will take a hands-on approach on the daily operations of Drive for Diversity, as well as increase its reach inside and outside the sport, create mainstream marketing programs for the initiative and further involve the entire NASCAR industry, particularly top- tier teams and sponsors.

"We are proud to have Max and his team managing the Drive for Diversity efforts," NASCAR chairman and chief executive officer Brian France said in a statement. "His strategic, operational and marketing experience will be a great benefit to the initiative and the entire industry. We're proud of the accomplishments of Drive for Diversity after just five seasons, and we expect Max's involvement will take the initiative to the next level."

Siegel joined Dale Earnhardt Inc. in February 2007. His first major task was to negotiate the contract extension of driver Dale Earnhardt, Jr., even though Earnhardt, Jr. left the team for Hendrick Motorsports at the end of the season.

Siegel also oversaw DEI's merger with Ginn Racing that brought the organization a fourth Sprint Cup team in '07. DEI and Chip Ganassi Racing recently formed a partnership and created Earnhardt-Ganassi Racing.

"I am excited about the opportunity to work with NASCAR on a broad range of initiatives to increase minority participation in the sport," Siegel said. "My team and I look forward to continuing the work that NASCAR has done in the area of diversity."

Prior to DEI, Siegel worked in sports and entertainment as a representative of athletes and musicians. When he joined DEI, he was the highest-ranking African-American team official in NASCAR.

Siegel will also rejoin the law firm Baker & Daniels in Indianapolis. He was a member of the law firm from 1992-94 before entering the music and athlete management business. The firm has an extensive sports and entertainment practice.