NASCAR Media Rights Revolution: NASCAR recently unveiled a groundbreaking media rights deal set to commence during the 2025 season, firming up alliances with traditional affiliates Fox Sports and NBC Sports, alongside newcomers Amazon Prime and Warner Bros. Discovery. Valued at approximately $7.7 billion, this seven-year agreement marks NASCAR’s inaugural leap into streaming its premier Cup Series races, following suit with other major sports moving across both traditional TV and streaming platforms.
The nitty-gritty breakdown of race coverage allocation among the quartet of partners reveals Fox Sports and NBC Sports securing rights for 14 races annually, while Amazon and Warner Bros. snag five apiece. The specific race lineup on individual platforms for the forthcoming 2025 schedule remains pending, yet several insights, or at least speculative notions, have surfaced.
Traditionally, Fox commands the season’s commencement with the Clash exhibition followed by 13 consecutive races. Amazon is slated to kick off its lineup with the 15th race, a highly anticipated event potentially headlined by the Coca-Cola 600, as industry insiders suggest. Subsequently, TNT/Warner Bros. might clinch the Chicago Street Race, should it make a comeback in 2025, given its calendar slot and NASCAR’s endeavor to bestow each partner with a signature race.
Steve Phelps, NASCAR’s president, expressed the collective intent of Amazon and WBD to embrace prominent tentpole events across the board, underscoring the need to ensure a diverse lineup for all partners. However, Phelps hinted at the necessity for adaptability, acknowledging the evolving landscape.
The last leg of 14 races, encompassing the entire playoffs, falls into the domain of NBC. Phelps further affirmed the continuity of the Daytona 500 as the inaugural points race, with Fox retaining rights to the All-Star Race, slated traditionally as the 15th race on the calendar.
Examining the typical schedule structure, it’s anticipated that summer races at Gateway, Pocono, New Hampshire, Sonoma, Iowa, and Nashville could feature on either Amazon or Warner Bros. NBC maintains stronghold over pivotal races such as the regular-season finale, the Southern 500 on Labor Day weekend, and playoff fixtures like Bristol, Kansas, Talladega, and Martinsville.
Addressing the streaming service alignment, NASCAR’s pursuit of a robust streaming presence aligns with industry shifts. With the landscape witnessing a departure from pay TV subscriptions, the move caters to younger, tech-savvy demographics crucial for future fan engagement. Jay Marine, Amazon Prime Video’s VP and global head of sports, echoed this sentiment, highlighting the aspiration to innovate and connect with the cord-cutting audience, an approach that saw success with ‘Thursday Night Football.’
Phelps and RFK Racing president, Steve Newmark, emphasized the significance of streaming in today’s media consumption patterns, acknowledging the blend that streaming offers, especially appealing to the younger audience increasingly reliant on mobile platforms.
The deal’s financial aspect, reeling in a staggering $7.7 billion, amidst a landscape witnessing cost-cutting measures among media companies, speaks volumes about NASCAR’s negotiating prowess. Though the prolonged process posed hurdles, NASCAR’s ability to secure a deal nearly 40 percent more than previous agreements denotes a strategic victory.
Not surprisingly, this transformative shift might irk some loyal NASCAR fans, confronted with the prospect of multiple subscriptions across different platforms to access their favorite content, a standard conundrum faced by modern sports enthusiasts. Nonetheless, the alliance with Amazon holds potential for varied viewing experiences, catering to diverse viewer preferences.
The pursuit of this strategy aligns with NASCAR’s drive to cultivate its next generation of fans, a sentiment echoed unanimously within the industry. As the sport takes bold strides, leveraging the collective might of media companies to promote NASCAR’s reach and accessibility, the focus now shifts to finalizing the ongoing negotiations between NASCAR and its teams over the charter agreement.
With the TV landscape diversifying, practice and qualifying sessions predominantly find their place on Amazon or B/R Sports, except for specific races like the Clash, the Daytona 500, and the NASCAR All-Star Race, televised by Fox Sports.
As for the future TV deals concerning the Xfinity and Truck Series, Fox’s securement of exclusive rights to the entire Truck Series schedule through 2031 and the Xfinity Series broadcasting its 33-race schedule on The CW, starting 2025, reaffirm NASCAR’s commitment to widespread accessibility via over-the-air television.
