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NASCAR New Media Hub: Revolutionizing Content Creation and Live Shows

NASCAR New Media Hub: NASCAR’s new cutting-edge production facility, spanning 58,000 square feet in Concord, N.C., won’t house a dedicated NASCAR channel, but it will serve as the hub for numerous live and streaming shows once the $7.7 billion media rights contract kicks in from 2025.

The forthcoming seven-year run of Xfinity Series shows, airing on the CW Network, will be entirely crafted within this spanking new $53 million facility. While specifics for the Cup and Craftsman Truck Series under the new media rights deal are yet to be ironed out, Brian Herbst, NASCAR’s senior vice president of media and productions, affirms that discussions are ongoing.

As the current TV contract prevails until 2024, NASCAR currently handles the production of Truck Series races for FOX and FS1. The broadcasters call these events from a studio nestled in Charlotte.

This avant-garde facility comprises three studios alongside a production room mirroring an on-site TV production trailer. Notably, it boasts a room for NASCAR’s race control team and another for broadcasters to call races without being track-side. This ingenious setup will be put to test during the Jan. 27-28 Rolex 24, with race commentary originating from the Concord facility.

Herbst elaborates, “This setup not only bolsters broadcast partners but caters to content creation from Mondays to Thursdays –, digital platforms, and future ventures. Situating this facility in Concord, North Carolina, closer to teams and their workshops was strategic. It aligns with our vision, anticipating new entrants in the media space necessitating more in-house production.”

Beyond NASCAR Productions, this establishment also houses NASCAR Studios and Motor Racing Network. The largest studio spanning 1,500 square feet accommodates a race car, while two other studios clock in at 1,200 and 400 square feet. The infrastructure includes eight control rooms, four audio control rooms, four announce booths, eight edit suites, and two audio sweetening rooms.

NASCAR New Media Hub (1)

Although some staff will remain in Charlotte, a total of 144 will transition to the Concord facility, conveniently positioned near the NASCAR Research and Development Center.

“We’ve upgraded our outdated production tech,” Herbst notes. “This move allows us to enhance live event capabilities. Collaborations with Amazon for the Garage 56 documentary and ongoing negotiations with Netflix indicate a pivot toward more diversified content in the future.”

On the potential for non-racing content, Herbst envisions a bustling schedule from Friday to Sunday, February through November, leaving ample room for operation and collaborations from Monday to Thursday.

“In essence, this facility is primed for not just motorsports. It’s open for business, welcoming non-motorsports entities into the fold,” Herbst affirms confidently.

ALSO READ: Inside NASCAR Diecast World: Crafting Miniature Legends

Our Reader’s Queries

What is the new media deal with NASCAR?

Starting with the first Cup race at Iowa Speedway on June 16, 2024, NBC Sports will broadcast the final 20 Cup races of the season, culminating with the championship race at Phoenix Raceway on Nov. 10. This marks the continuation of a 32-year partnership with NASCAR that began in 1983. The races will be aired on USA Network, providing fans with an exciting viewing experience.

Where is the NASCAR race hub?

Located in the heart of NASCAR country, Charlotte, N.C., The Hub provides exclusive access to drivers and race teams, making it a must-visit destination for racing enthusiasts. With its strategic location, The Hub takes full advantage of its surroundings to offer viewers a one-of-a-kind experience. Get up close and personal with your favorite drivers and teams, and witness the excitement of NASCAR like never before. Come and explore The Hub today!

What is the current TV deal with NASCAR?

NASCAR’s broadcasting agreement with Fox and NBC is set to expire in 2024, after being implemented in 2015. The deal, which was initially valued at $8.2 billion for a decade, is up for renewal.

Who is the female announcer on NASCAR?

Jamie Little, an American pit reporter and play-by-play announcer, is a prominent figure in NASCAR coverage on Fox. Born on April 9, 1978, she brings a professional tone of voice to her work, utilizing active voice and short sentences to convey information clearly and concisely. With a talent for using uncommon terminology, Jamie adds a unique touch to her content, making it easy to read and understand, even for a child. Without self-referencing or explaining her actions, Jamie’s writing style is both engaging and informative.

Khushal Bhatia
Khushal Bhatia
Khushal Bhatia, a distinguished BA (Hons) English graduate from St. Stephen College (University of Delhi) and a holder of a Post Graduate Diploma in Journalism (English) from IIMC Delhi, is an accomplished journalist. Currently affiliated with, Khushal is an expert in covering a range of sports topics with a specialization in motorsports, particularly NASCAR. His insightful articles explore the nuances of the sporting world, providing readers with comprehensive analysis and the latest updates. With a commitment to unbiased reporting, Khushal's expertise and authoritative voice make him a reliable source for sports enthusiasts.


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