While the winter break has surely given us some exciting content from our favorite drivers, the NASCAR fandom’s mood changed immediately when NASCAR crew chief Ryan Pemberton tragically passed away last week. Unfortunately, this week wasn’t any better, as the community would suffer another tragic blow after it was revealed that veteran beer-sports marketer Mike Welsh had passed away after battling pancreatic cancer “with tenacity and grit.”

Mike Welsh will be remembered for his enormous contributions to Miller Brewing Co. and their involvement with the NBA and NFL. He was largely responsible for giving 23XI Racing President Steve Lauletta his big break and also went on to move over to IndyCar owing to the legendary Bobby Rahal’s impression of his marketing abilities. Let’s take a look back at his legacy and how he was honored by the president of NASCAR as well.

The marketing giant Mike Welsh’s influence extended far beyond the NBA and NFL

The Wisconsin native kicked off his journey into the world of sports as a budding sports marketer working for Miller Brewing Co., and his character was so intriguing that icons would quickly take a liking to him, including the Cowboys owner, Jerry Jones. Welsh’s job entailed finding the solution to each party’s problems and ensuring everyone went home satisfied.

With business always at the forefront, Welsh was able to not only win the heart of NASCAR president Steve Phelps but was also the reason behind the current 23XI president’s long campaign with the same company in the early days of his career. After all, it was Mike Welsh who gave Steve Lauletta his chance at Miller Brewing Co., which lasted over a decade. The 23XI President reflected on Welsh’s undying love for marketing beer and how it helped impart a few lessons to him.

Lauletta shared with SportsBusinessJournal, “Everything he did was always back to that mindset of, ‘How is this going to grow the business? He was such a beer guy, it really helped him and that’s how I learned how to make sure that no matter how fun sports is, or no matter how much you want to be involved with a particular property, if it’s not going to move the business, at the end of the day it’s not going to make sense.”

And he wasn’t the only one who was full of praise and fond memories of Mike Welsh. President of NASCAR, Steve Phelps, also recalled Welsh’s impact on leading some of the biggest sports and brand partnerships in the world during his time with the NFL and NBA. The pair worked together in the NFL, and it led Phelps to reveal just how influential the marketer was, to the point of even handing out All-Star game trophies in the NBA.

Steve Phelps shared, “Mike was more than just a talented marketer and leader, he was a cherished friend to many. His larger-than-life personality and trademark enthusiasm for sports and people will be missed but I’ll personally carry his love of life and unforgettable expressions with me. On behalf of NASCAR, I send our most sincere condolences to his family and friends.”

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Not only was Mike Welsh loved by all in NASCAR but there was another category in American motorsport that took a liking to the beer marketer to the next level.

How did Welsh’s love for marketing get him a spot in Indycar?

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Mike Welsh had a rooted relationship with Indycar legend Bobby Rahal. It began when Miller Genuine Draft was the primary sponsor of his CART series campaign in 1992, a season in which he dominated to secure his third championship. While Miller and Rahal’s relationship might not have lasted into the 2000s, Rahal and Welsh showcased just how well they got along after the former Miller marketeer joined Rahal Letterman Lanigan Racing as its President of Commercial Development.

Away from the track action, Bobby Rahal and Mike Welsh’s relationship also extended onto the local golf course at
Oconomowoc Golf Club, where the latter was a member and board director. Reflecting on the time they spent on the links, Bobby Rahal shared how their relationship was truly unique, “It wasn’t all work. Sometimes it was work. We skied together, we played golf together — the relationship went way beyond the business office. He introduced me to a lot of great people and distributors with Miller over the years.”

Bobby Rahal also expressed that Mike Welsh was a man of substance who rarely strayed away from the objective and was always right around the corner when needed. The former Indycar team owner concluded, “He was a serious guy but he was very thorough and he was one of those people where if everyone agreed that there was something to gain (in a deal), he would try to create solutions.”

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After the announcement of the tragic loss of Mike Welsh, the NASCAR community has found another reason to take a moment to reflect on the Golden Era and pay respects to those who made it possible. Mike Welsh’s legacy lives on through his wife Lynda, the pair’s three sons, Michael, Matthew, and Andrew, and five grandchildren. EssentiallySports extends its heartfelt condolences to the friends, family, and fans of Mike Welsh. May he rest in heaven!