What Premier Performance Group does

Premier Performance Group is a private motorsports marketing and driver development agency co-founded by Jayson Alexander, a former Division One lacrosse athlete at Queens University of Charlotte, and Caleb Costner, a licensed NASCAR Xfinity/Truck Series driver and owner of NASCAR team Costner Weaver Motorsports. The company is headquartered in Charlotte, North Carolina, and operates with a headcount of 1–10 employees, serving aspiring racing drivers and, more recently, collegiate athletes seeking commercial representation.

The firm's core offering is an integrated driver development program that combines professional coaching, guaranteed racing seats through the Costner Weaver Motorsports partnership, and a structured pipeline progressing drivers from Legends cars through the Carolina Pro Late Model Series to the NASCAR ARCA Menards Series. Around this pipeline, Premier Performance Group bundles agent-led sponsorship representation, social media management, and personal brand development, positioning itself as a one-stop agency that eliminates the need for drivers to own their own team or self-fund every aspect of a racing career. The firm has also extended Name, Image, and Likeness (NIL) representation services to collegiate athletes, helping them secure and activate brand partnerships.

Revenue is generated entirely through professional services delivered on a package basis, with pricing kept opaque and prospective clients required to reach out directly via phone, email, or a website contact form. There is no proprietary technology platform, app, or disclosed API; distribution is conducted through direct outreach and word-of-mouth within the racing community, supplemented by the Costner Weaver Motorsports partnership as a primary channel for driver recruitment. Premier Performance Group has no external institutional investors, no parent company, and operates as a privately held, founder-controlled entity.

Name

Premier Performance Group

Legal name

Premier Performance Group

Website

https://premierperformancegroup.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Premier Performance Group is a Charlotte, NC-based motorsports agency that combines driver development, guaranteed NASCAR seats via Costner Weaver Motorsports, sponsorship representation, and social media management for aspiring racing drivers and collegiate athletes.

Ownership category

akta.pro rank

Product category

Motorsports Athlete Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Sports Teams and Clubs (711211)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Driver & Rider Management / Representation (MPAKAGAG)

akta.pro secondary industries

Motorsports Support & Feeder Series (Developmental Championships) (MPAKAGAH), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Driver development services
• Motorsports athlete representation
• Racing career development
• Sponsorship acquisition services
• Collegiate NIL representation

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Driver Development Services: Comprehensive driver development program including coaching, guaranteed racing seats, and professional preparation for advancement through NASCAR ranks. Revenue generated through service packages offered to aspiring drivers.
2. Driver Representation & Sponsorship: Agent representation services for securing sponsorships and building athlete brands. Each driver is assigned an agent to represent them in sponsorship searches.
3. Social Media Management: Social media management services assigned to drivers to grow their presence and establish fan bases, making them more attractive to sponsors.
4. Name, Image, Likeness (NIL) Representation: Representation services for collegiate athletes to secure brand deals and activate their NIL rights.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels2 records

Core offering

Premier Performance Group provides paid driver development packages that combine professional coaching, guaranteed NASCAR-series racing seats through its partnership with Costner Weaver Motorsports, and a structured pipeline from Legends cars through Late Models to the NASCAR ARCA Menards Series. The firm also assigns agents to drivers to secure sponsorships and build personal brands, and provides dedicated social media management. It additionally extends Name, Image, and Likeness (NIL) representation services to collegiate athletes seeking brand deal activation.

Product overview

Premier Performance Group is a motorsports marketing and driver development agency that offers a unified service portfolio centered on helping racing athletes climb through the ranks of NASCAR and professional motorsports. The core offering consists of a Driver Development Program (in partnership with Costner Weaver Motorsports), Driver Representation/Agent Services, and Social Media Management. These services are delivered through a structured racing pipeline that progresses drivers from Legends cars through Late Models to the NASCAR ARCA Menards Series. The company also extends Name, Image, and Likeness (NIL) services to collegiate athletes. The integrated approach combines athletic development, sponsorship representation, and personal branding into a single agency relationship.

Differentiator

Problem solved

Functional benefit

Products and services

• Driver Development Program A comprehensive driver development program that partners with Costner Weaver Motorsports to provide guaranteed rides, driver combines, professional coaching, and a structured pathway from Legends cars through Late Models to the NASCAR ARCA Menards series, targeted at aspiring NASCAR drivers who do not own their own team.
• Driver Representation Services Agent representation assigned to each driver to represent them in the search for sponsors, develop marketing plans, and establish a personal brand designed to elevate self-funded racing careers.
• Social Media Management Dedicated social media managers assigned to drivers to manage and grow their social media presence, making drivers more attractive to corporate sponsors while building a fan base to follow their careers.
• Legends Racing Program Entry-level racing program allowing drivers to compete at a high level to grow their skills and transition to Late Models; serves as the foundation of the driver development pipeline.
• Late Models Racing Intermediate racing program where drivers compete in the Carolina Pro Late Model Series, a known NASCAR feeder series, racing against current NASCAR drivers in proving grounds.
• NASCAR ARCA Menards Program National-level NASCAR program utilizing Cup Series equipment, representing the first national level of NASCAR and the ultimate destination in Premier Performance Group's three-stage driver development pipeline.
• Name, Image, Likeness (NIL) Representation Representation services for collegiate athletes focused on securing brand deals and activating their name, image, and likeness rights for commercial partnerships.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Costner Weaver MotorsportscoreStrategic or Co-development PartnerStrategic partnership with NASCAR team Costner Weaver Motorsports provides Premier Performance Group drivers with guaranteed seats in desired racing series. This partnership is central to the company's driver development program, offering pathways from Legends cars to Late Models to ARCA. The team is owned by co-founder Caleb Costner, a licensed NASCAR Xfinity/Truck Series driver.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• Motorsports World Management (MWM): Motorsports-specific athlete management and representation firm focused on NASCAR, IndyCar, and other series drivers. Directly comparable as a motorsports-only driver representation agency offering sponsorship and career management.
• Spire Sports + Entertainment: Motorsports marketing and athlete management agency representing NASCAR drivers and securing sponsorships. Closely matches Premier Performance Group's representation and brand-development focus.
• GSE Worldwide: Sports marketing and athlete management firm with a dedicated motorsports division representing drivers across NASCAR and other series. Comparable offering of driver representation, sponsorship sales, and brand-building.
• Catalyst Sports Management: NASCAR-focused driver management and representation agency that pairs athletes with sponsorship opportunities. Directly comparable service model to Premier Performance Group's agent representation and sponsorship sales.

Emerging players

• Playfly Sports: Sports marketing platform that includes NIL representation and athlete brand management through its Playfly Max / Varsity/INFLCR acquisitions. Comparable on the NIL/college-athlete representation side of the business.
• Altius Sports Partners: NIL collective and athlete representation firm focused on collegiate athletes' name, image, and likeness deals. Comparable as a NIL representation peer serving the same secondary customer segment.

Broad incumbents

• Octagon: Global sports marketing and athlete management giant with an established motorsports practice and large-scale sponsorship network. Comparable capability set but far broader portfolio and deeper sponsor relationships than the subject.
• Wasserman: Major sports marketing and talent management agency representing athletes across multiple sports including motorsports. Comparable service offering but at significantly larger scale and broader sport footprint.
• Sportfive: Global sports marketing and rights agency with athlete representation, sponsorship, and event expertise including motorsports. Comparable in service mix but operates across many sports and geographies.

Regional players

• JD Motorsports with Gary Keller: NASCAR Xfinity Series team that develops and fields drivers through lower-tier NASCAR feeder series. Comparable as a small NASCAR team with driver development pipeline integration, though operating as a team rather than a rep agency.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/PremierPerformanceGroup
• LinkedInlinkedin.com/company/premier-performance-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Premier Performance Group