PHOENIX — John Bickford Sr., executive vice president of strategic alliances for motorsports merchandise company Action Performance, has resigned to take the position of vice president and general manager of star NASCAR driver Jeff Gordon’s Jeff Gordon, Inc. Bickford will also oversee Gordon’s other business related interests.

“John has made many wonderful contributions to this organization over the last six years, but he now has a great opportunity to run all of the licensing operations for one of the biggest brands in racing, if not in all of professional sports,” Action Chairman and CEO Fred Wagenhals said. “I will miss his counsel, but I understand his desire to again work directly with his stepson, Jeff.”

Bickford will act as a consultant to Action over the next year, according to Wagenhals. He will also resign his seat on Action’s board of directors, which will remain vacant until an independent director is nominated.

“I’m proud to have helped Fred build Action to the premier company that it is today,” Bickford explained. “While I hesitated to leave Action, working with Jeff has always been my priority. Further, I will continue to be closely aligned with Action as I work with Action to expand Jeff’s memorabilia revenues. I have enjoyed the more than six years I have been with Action. I will always be an Action supporter.”

Gordon acknowledged Bickford’s role in his racing career. “He helped shape my racing career and was pivotal in the decision making process as I progressed through different racing series up to NASCAR,” said Gordon. “I’m confident in his ability to move Jeff Gordon, Inc. forward.”

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