Nepotism is often frowned on in the business world, especially when a less-than-qualified son takes over for his father because of his last name instead of his knowledge of the business.

But Brian France is no Tommy Callahan, the airhead child played by Chris Farley in "Tommy Boy."

The 41-year old son of Bill Jr. and grandson of Bill Sr. is well aware of how NASCAR has grown into the booming business it is today. Having served in a variety of leadership positions -- lastly as the president of the organization's broadcasting and digital entertainment division -- Brian has not only been an integral part of that growth, but all of the sport's insiders are already familiar with his work ethic.

"Brian is well known by everyone in the sport from the sponsors to the track owners to the drivers," said Keith Bruce, executive vice president of global sports for The Radiate Group, whose companies represent NASCAR clients. "Over the last five years, he has been responsible for taking over NASCAR's marketing machine and there's no doubt that he will try to continue to market the sport to a mainstream audience."

Brian, by virtue of his age alone, clearly represents more of a contemporary leader than his father, who is 29 years his senior.

"Bill France Jr. began his reign when NASCAR was just a regional niche sport, while Brian represents the new guard of a business that has a huge and loyal nationwide following," said Dean Bonham, chairman of The Bonham Group, a sports consultancy firm whose clients have invested in NASCAR properties. "But this transition is as close to seamless as a business could get."

Added Bruce: "There would have been much more skepticism if Bill Jr. went outside the family."

NASCAR, of course, already has two top executives outside the France family in Mike Helton, who serves as the organization's president, and in George Pyne, the chief operating officer.

Officials with Nextel, which recently agreed to pay $700 million for a 10-year deal to become NASCAR's title sponsor, were aware of Brian's promotion, but didn't have any major influence, said Nextel spokeswoman Audrey Schafer.

"NASCAR is completely able to make its own decision regarding the future of its leadership," said Schafer, who noted that the company plans to unveil NASCAR licensed phones next year. "With Bill France Jr. staying on as vice chair, it's gratifying to see the baton being passed while everyone holding on to it at the same time."

Darren Rovell, who covers sports business for ESPN.com, can be reached at Darren.rovell@espn3.com.