Our History
A Legacy Built on Relationships, Racing, and Results
For more than five decades, Sports & Entertainment Media, LLC has been a trusted communications and production partner in the world of motorsports and entertainment. From public and sponsor relations to television and radio production, live streaming, and the marketing and sales of incar cameras, the company has built its reputation on relentless work ethic, creative execution, and an unwavering commitment to client success. At its core, Sports & Entertainment Media operates on a simple philosophy: when our clients succeed, so do we.
The Foundation: Lyn Jeffers (1960s–1979)
The roots of Sports & Entertainment Media trace back to the career of founder Lyn Jeffers. Following a tour of duty in Vietnam, Jeffers began his professional journey in the 1960s as both a sportswriter and political writer for the Johnson City Press in Johnson City, Tennessee. He later transitioned into public relations, representing prominent tourist destinations throughout the Boone, North Carolina region, including Sugar Mountain, Ski Beech, Tweetsie Railroad, Grandfather Mountain, and The Land of Oz.
Jeffers’ deep knowledge of auto racing, combined with his communications background, natural ability to connect with people, and passion for storytelling, revealed a clear opportunity. In 1972, he opened his own public relations office in Boone, North Carolina. On May 7, 1979, Lyn Jeffers & Associates officially opened its doors in Johnson City, Tennessee, establishing the foundation for what would become a multigenerational company.
Growth and Evolution (1980s–2006)
From its earliest days as Lyn Jeffers & Associates, through its evolution into Sports and Entertainment Marketing and ultimately Sports & Entertainment Media, the company expanded its reach while staying true to Jeffers’ guiding principles. Relationships were always valued more than transactions, and integrity mattered as much as results. This approach not only built longstanding client partnerships, but also positioned the company as a respected presence within motorsports and media circles nationwide.
In December 2006, Lyn Jeffers passed away following complications from a brain tumor. While his loss was deeply felt, his vision, values, and legacy became the cornerstone upon which the company would continue to grow.
Second Generation Leadership: Andy Jeffers (2006–Present)
Today, Sports & Entertainment Media, LLC is owned and operated by Lyn’s son, Andy Jeffers, who carries forward his father’s legacy while expanding the company’s capabilities. Andy works closely with FOX Sports, Amazon Prime, Turner Sports / MAX, NBC Sports, and CW Sports—the primary broadcast partners covering NASCAR. The company handles sales and coordination of incar camera placement across the NASCAR Cup Series and NASCAR O’Reilly Auto Parts Series, delivering measurable exposure for sponsors and partners.
Andy brings a diverse production skill set to the company, including directing, editing, writing, and videography. A VFL Films alum, he has worked on projects for ESPN, NFL Network, The History Channel, FOX Sports Net, DIY Network, and GAC. These experiences broadened the company’s creative scope and positioned Sports & Entertainment Media as both a technical and storytelling partner.
Expansion into Live Streaming & Awards (2014–2019)
In 2014, the company expanded into professional live streaming, producing events for music and theatre performances, corporate press conferences, athletic competitions, private meetings, and personal events. This expansion proved pivotal.
In 2016, Sports & Entertainment Media, in partnership with Catch Multimedia, Inc., earned a Southeastern Emmy Award for the live stream of The Avett Brothers’ Cheerwine Legendary Giveback IV. In 2017, the company’s full concert film Andy Wood Live at The Bijou secured distribution on iTunes Movie and Amazon Music. Continued growth followed with productions ranging from SEC Swimming & Diving Championships to live music and branded promotional streams.
In 2019, the addition of timelapse photography and drone services further enhanced the company’s visual storytelling capabilities.
Navigating the Pandemic & Rebuilding (2020–2022)
The year 2020 presented unprecedented challenges across sports and entertainment as live events came to an abrupt halt. During this period, Sports & Entertainment Media redirected its expertise toward meaningful causes, utilizing live streaming to support organizations such as Second Harvest Food Bank of East Tennessee and The Joy of Music School.
As the industry began to recover in 2021 and 2022, the company rebuilt and reinvested. In early 2022, Andy Jeffers worked Super Bowl LVI for NBC—fulfilling a personal milestone—as NBC’s Pregame Show earned an Emmy Award for Outstanding Technical Team Studio. Throughout that year, the company added new equipment and continued servicing high profile productions during some of the most watched sporting events in the country.
Creative Growth & Recognition (2023–2025)
In 2023, Sports & Entertainment Media continued its NASCAR incar camera operations while expanding creative production projects. The company collaborated with guitarist Andy Wood on the album Charisma, producing music videos for “Rooster” and “Free Range Chicken” in partnership with ARC Studios and Shift Dynamics. The year concluded with documentation of the repaving of historic North Wilkesboro Speedway.
In 2024, the company produced Wood’s fully animated music video Master Gracey’s Manor in collaboration with Armada. Additional projects included documenting major paving work at Ten Tenths Motor Club in Charlotte, North Carolina, and delivering strong sponsor exposure results as NASCAR’s media rights agreement concluded with FOX and NBC.
The momentum continued in 2025 as NASCAR launched its new sevenyear media rights deal, welcoming Amazon Prime and TNT Sports / HBO MAX alongside FOX Sports and NBC Sports. CW Sports debuted fullseason coverage of the NASCAR Xfinity Series, while FOX and FS1 maintained coverage of the Craftsman Truck Series. Sports & Entertainment Media expanded production capabilities, collaborated with Three Oaks Entertainment on music videos for Woodbox Heroes, and earned 13 Telly Awards at the 46th Annual Telly Awards for projects including Rooster, Free Range Chicken, and Master Gracey’s Manor.
Looking Ahead (2026 and Beyond)
In 2026, NASCAR enters a new chapter with O’Reilly Auto Parts becoming the title sponsor of the series formerly known as Xfinity, and the return of the “Chase” points format. Sports & Entertainment Media, LLC continues early preproduction on upcoming projects while remaining focused on what has defined the company since its inception: strong relationships, innovative storytelling, and delivering meaningful exposure for clients.
For branding, production, or media partnership opportunities, Sports & Entertainment Media, LLC looks forward to collaborating and continuing its legacy of excellence.
