Entrepreneurs First,
Investors Second

We know what it’s like to be an underdog! Against big odds, we took a small, regional sport and grew NASCAR into a multi-billion-dollar global sports entertainment property.

Building upon a family legacy of creating iconic brands, the SFC team understands that successful entrepreneurial endeavors cannot be driven by textbook formulas and hard work alone. We’ll sit with you in the real world, and share what we’ve learned along the way.

Our Origins

Silver Falcon Capital is a direct investment company and brand incubator. We partner with extraordinary entrepreneurs to globally scale emerging consumer and sports entertainment businesses.

Our founder, Brian France, spearheaded the modernization and exponential growth of the NASCAR industry, Brian’s leadership grew the sport from a regional niche to the multi-billion-dollar global sports, media and entertainment powerhouse it is today.

The path to success was not easy for Bill France Sr. (Brian’s grandfather), who was quite the entrepreneur and founded NASCAR in 1948, and the International Speedway Corporation in 1953. Today, the companies are consolidated and NASCAR remains controlled by the France family.