Haugdahl talked with France, and they talked the Daytona Beach Elks Club to host another event on Labor Day weekend in September 1937. The event was more successful, but still lost money despite its $100 purse. Haugdahl didn't promote any more events.
France took over the job of running the course in 1938. There were two events in 1938. Danny Murphy beat France in the July event. France beat Lloyd Moody and Pig Ridings to win the Labor Day weekend event.
There were three races in 1939. There were three races in 1940. France finished fourth in March, first in July, and sixth in September. Four events were held in 1941.
France was busy planning the 1942 event, until the Japanese bombed Pearl Harbor. France spent World War II working at the Daytona Boat Works while his wife Anne ran the filling station. Most racing stopped until after the war, but not entirely. Bill met Jim Johnstone, Sr., in 1944, when Jim was stationed at the Navy Base in Daytona Beach, where Embry-Riddle Aeronautical University is currently located. Jim had been an auto mechanic in New Jersey where his father built Indy car engines. He met Bill at Bill's filling station and became Bill's race car mechanic. They traveled with their wives and children throughout Florida on the weekends, racing at many small tracks. On April 6, 1946, Jim and Bill were testing Bill's car on the streets of Cocoa, Florida, when they were stopped for driving 74 MPH in the city limits. Jim was driving and had to pay a $25 fine. When the war ended, Jim moved his family back to New Jersey to start an auto parts business but remained close friends with Bill for the rest of his life. After the war, France decided to concentrate on promoting instead of driving. In sixteen events at Daytona Beach, France had two victories and six Top-5 finishes. Car racing returned to the track in 1946. He built the Occoneechee Speedway in 1947.
By 1953, France knew it was time for a permanent track to hold the large crowds that were gathering for races at Daytona and elsewhere. Hotels were popping up all along the beachfront. On April 4, 1953, France proposed a new superspeedway called Daytona International Speedway. France began building a new 2.5 mile superspeedway in 1956 to host what would become the new premiere event of the series – the Daytona 500. The event debuted in 1959, and has been the premiere event since.
He later built the Talladega Superspeedway which opened in 1969.
He served as Chairman and CEO of NASCAR. R. J. Reynolds became the title sponsor in 1970, a move that changed the name of the series from "Grand National" to "Winston Cup". Reynolds convinced France to drop all dirt tracks and races under 100 miles from the NASCAR schedule in 1972, a move that defined the "modern era" of the sport. Big Bill then turned the reigns of NASCAR over to his son Bill France Jr. France kept an office at the headquarters until the late 1980s 
He built the International Motorsports Hall of Fame, which inducted France in its first class on July 25 1990.