In an effort to rev its tie-ins with Hollywood, NASCAR has upped Phil Metz to serve as the racing org’s director of entertainment marketing and talent relations.

Metz, who has worked at NASCAR since 2003, had been serving as the company’s entertainment liaison, working closely with celebs such as the Red Hot Chili Peppers, Fergie, LeAnn Rimes, Adam Sandler, Ashton Kutcher and Quentin Tarantino to up the org’s appeal with new and existing racing fans.

He will integrate NASCAR’s marketing and entertainment teams to look for new opportunities, like prime placement in movies such as Sony’s laffer “Talladega Nights: The Ballad of Ricky Bobby,” TV shows and events.

Metz also will continue to manage NASCAR’s music program and the org’s relationship with Motor Music, a joint venture between Cherry Lane Music Publishing and Nascar. “As one of the most popular sports in the world, NASCAR has the ability to reach and influence a wide range of people,” Metz said. “My goal with this new position is to continue advancing the entertainment value of the race-day experience off the track; this includes musical performances, celebrity integration and film and television projects.”

Metz is based in Los Angeles and reports to Brad Ball, VP of entertainment and marketing at NASCAR and NASCAR Media Group.

“Metz’s understanding of the entertainment industry and influence with performers and management has been a key element to our fans’ at-track entertainment experience,” Ball said. “This development should lead to the creation of more NASCAR entertainment content to benefit our teams, sponsors, and mostly, NASCAR fans.”