NASCAR’s Brian Herbst defends Fox partnership as concerns rise about Fox Sports giving more attention to IndyCar in 2025. While NASCAR fans wonder if their sport will take a backseat, Herbst stays firm, insisting the partnership remains strong. But with Fox Sports rolling out high-profile ads and even a Super Bowl promotion for IndyCar, some are not so sure. Is this just a strategy shift, or is something bigger happening
Key Highlights
- Brian Herbst emphasizes the historical relationship between NASCAR and Fox Sports.
- Herbst argues that NASCAR’s partnership with Fox remains strong despite increased IndyCar attention.
- He highlights NASCAR’s consistent viewership and dedicated fan base as key assets.
- Fox Sports’ dual focus is seen as beneficial for both NASCAR and IndyCar.
- Herbst remains optimistic about NASCAR’s future promotional strategies with Fox.
Fox Sports Shifts Focus to Promote IndyCar in 2025
While Fox Sports has long been a staple in broadcasting NASCAR, the network is now shifting its attention to another motorsport—IndyCar.
As Fox Sports initiates its inaugural broadcast of the IndyCar series in 2025, it leaves no stone unturned in its preparation. This noteworthy undertaking includes extensive marketing efforts, highlighted by the production of three high-profile advertisements featuring renowned drivers like Josef Newgarden, Alex Palou, and Pato O’Ward.
These ads are part of a broader, more ambitious campaign designed to generate excitement and anticipation for the upcoming season.
In contrast, NASCAR, a mainstay on Fox since 2001, appears to receive less promotional attention. Critics have observed that the advertisements for NASCAR are less dynamic compared to their open-wheel counterparts.
Despite the apparent shift in focus, NASCAR officials remain unperturbed, maintaining confidence in their enduring partnership with Fox Sports. This tactical pivot indicates Fox’s commitment to diversifying its motorsport portfolio.
Fox Sports Pushes IndyCar with Social Media and NFL Exposure
Fox Sports is making a substantial effort to promote the IndyCar series through tactical social media and NFL exposure. The broadcaster’s calculated approach includes a multi-year agreement with IndyCar, resulting in over 22,000 social media posts since September 2024. These posts prominently feature the terms ‘IndyCar’, ‘Fox’, and ‘NFL’, indicating a concerted effort to interlink these brands.
During the Buccaneers-Commanders NFC Wild Card game, Fox Corp. aired a Newgarden advertisement. This single ad achieved 1.8 million engagements, primarily from platforms like X and different blogs. Such a strategy utilizes NFL’s vast audience to elevate IndyCar’s profile.
Social media sentiment around @FoxSports' IndyCar campaign has been 88% positive, with the 12% that was negative or neutral mostly from posts suggesting Fox did not give the same attention to NASCAR, or ones about the sperm imagery in @JosefNewgarden’s ad. https://t.co/8e6p3Ch47u
— Adam Stern (@A_S12) February 7, 2025
“I do not [have any concerns]. Anytime there’s a new property launch with Fox, they get behind it in a major way, but we certainly love the marketing and promotional support we get from Fox, value the relationship. They do a fantastic job promoting our sport, particularly in the [leadup] to the NFL playoffs as you get into the Daytona 500.” – Brian Herbst, NASCAR’s executive vice president
NASCAR’s Limited Promotional Presence Compared to IndyCar
The promotional strategies employed by Fox Sports reveal a marked difference in focus between IndyCar and NASCAR. Although NASCAR received some attention, such as a Daytona 500 advertisement with NFL announcer Kevin Burkhardt, this featured primarily older highlights.
In contrast, IndyCar’s promotions involved exclusive shoots with top-tier drivers, showcasing a more dynamic marketing approach. This discrepancy emphasizes a shift in Fox Sports’ priorities, leading to varied fan perceptions.
Several factors demonstrate the disparity:
- Engagement Levels: Since January 12th, commercials featuring IndyCar stars like Newgarden and Palou garnered nearly 170,000 engagements, indicating a strong viewer response.
- Fan Sentiment: Infegy data reveals 88% of fans reacted positively to IndyCar promotions, with some expressing disappointment over NASCAR’s lesser focus.
- Broadcast Commitment: Under the new media rights deal, Fox will air only 14 NASCAR races in 2025, signaling a reduced commitment to the stock car series.
IndyCar Promoted During Super Bowl to Boost Audience Engagement
As millions of fans prepare to watch the final NFL game of the season, often hailed as the biggest sporting event in North America, Fox Sports seizes the opportunity to promote IndyCar during the Super Bowl.
This tactical move aims to capitalize on the massive viewership, introducing the thrilling world of open-wheel racing to a broader audience. By aligning with the excitement of the Super Bowl, Fox Sports hopes to convert traditional sports fans into IndyCar enthusiasts, leveraging the growing appeal of motorsports.
Central to this campaign is the involvement of Tom Brady, a celebrated sports figure whose endorsement adds notable value.
Shelby Romero-Brown, senior manager of brand marketing at Fox Sports, emphasizes the importance of engaging the NFL audience early, hinting at what they can look forward to.
“We’d be crazy to not hit the Super Bowl with this campaign. I think it’s always great to get ahead of it and share with [the NFL audience] and tease what’s on the horizon as far as what they can tune into next.” – Shelby Romero-Brown
Fox Sports’ Ambitious Plans for IndyCar in 2025 and Beyond
Building on the momentum generated from promoting IndyCar during the Super Bowl, Fox Sports has laid out ambitious plans for the series in 2025 and beyond. The broadcaster will televise all 17 IndyCar races, including the prestigious Indy 500.
This thorough coverage aims to captivate a broader audience by showcasing the thrilling aspects of open-wheel racing. Fox Sports intends to utilize its NASCAR viewership, hoping that fans of stock car racing will find intrigue in the dynamic world of IndyCar.
To improve engagement, Fox Sports plans to:
- Utilize Star Power: By highlighting popular drivers and personalities, they aim to attract and retain viewer interest.
- Ramp Up Excitement: Tactical marketing efforts will be employed to generate buzz and anticipation prior to the start of the season.
- Social Media Buzz: Engaging content will be curated to stimulate discussions and interactions across digital platforms, broadening the series’ reach.
News in Brief: NASCAR’s Brian Herbst Defends Fox Partnership
To sum up, despite NASCAR’s concerns, Brian Herbst remains committed to the Fox partnership as Fox Sports intensifies its focus on promoting IndyCar in 2025. The network’s strategy involves leveraging social media and NFL exposure to improve IndyCar’s visibility, even featuring promotions during the Super Bowl.
This shift may limit NASCAR’s promotional presence, but Fox Sports aims for a broader audience engagement with its ambitious plans for IndyCar, focusing on expansion and increased viewership in the coming years.
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