Brian France, the former NASCAR Chairman and CEO, has announced the launch of Silver Falcon Capital, Inc. The new organization is described as "a direct investment company and brand incubator that partners with entrepreneurs to globally scale emerging consumer and sports entertainment businesses."

Silver Falcon Capital will provide capital investment to help companies in specific categories to design, develop and market brands and products to grow and scale at faster rates.

With offices and operations in New York City, Charlotte, Orlando, and Los Angeles, Silver Falcon Capital will primarily focus on partnerships in the consumer sector. Investment categories will include sports, entertainment, media, restaurant, retail, food and beverage consumer packaged goods, health and wellness.

In addition to providing capital investment, the Silver Falcon Capital team will provide partners with brand management and strategic guidance.

For more information, visit silverfalconcapital.com.