W Series, the single-seater motor racing series for women drivers, has appointed Tracey Keenan to the new board director role of Chief Commercial Officer.

In this position, Keenan will sit on the W Series’ main board and lead commercial strategies and revenue growth across multiple business lines including global sponsorship, broadcast rights and licensing.

Keenan most recently served as the vice president and general manager of World Wrestling Entertainment (WWE)’s UK and Ireland offices, the company’s largest business outside of the US. There, Keenan was responsible for the monetization of broadcast, digital and OTT platforms, live events, sponsorship, licensing and marketing.

Before joining WWE, Tracey has worked in commercial roles in several sports, entertainment and media organizations, where she led partnership, sales and business development programs.

“[Keenan] understands the rapidly changing face of sponsorship and commercial sports, and will work well with our marketing, events, communications and social media teams to optimize W Series’ partnership offering and tailor its assets and brand to a wide variety of brand and business partners,” said Catherine Bond Muir, W Series’ Chief Executive Officer. “She has an impressive record as a commercial and strategic high achiever in sport, and has done a lot to drive gender equity for female athletes.”

The W Series is an all-female racing series aiming to get drivers to the pinnacle of motorsports, Formula 1. For more information on the new series, visit here. 

For more information, visit wseries.com.

Photo of Tracey Keenan courtesy of W Series