Bill Sparks has spent the last twenty-five years working in motorsports marketing and consumer and custom publishing. He first worked in an editorial capacity for Pfanner Communications' automotive and motorsports clients and later ran the business side of the operation for many years. He was responsible for the business plan and launch of RACER magazine, becoming its founding publisher.

After working non-stop for fifteen years in many capacities related to Pfanner companies and publishing products, Bill took a sabbatical following the sale of Racer Communications to Haymarket Publishing Ltd. before again joining Paul Pfanner on the team that now makes up Pfanner Communications. Sparks is responsible for managing Pfanner Communications' creative and production team and is directly involved with developing successful branding and marketing strategies for its clients.