A major shift in motorsports broadcasting has raised big questions. Formula 1 is heading in a new direction, teaming up with a powerful company worth over three trillion dollars. At the same time, NASCAR continues to grow using a very different path. The two sports are taking separate roads, and one decision is already causing concern. While Formula 1 focuses on plans, some wonder if something important is being left behind. The impact of this change may go far beyond television.
Key Highlights
NASCAR continues to dominate U.S. motorsport in attendance, TV viewership, and sponsorship reach
F1’s Apple TV+ move has sparked backlash from fans citing limited accessibility
Recent reports show NASCAR’s consistent financial growth and large-scale event volume
NASCAR President Steve Phelps emphasizes fan access as key to the sport’s success
Market overlap between NASCAR and F1 remains small—only 6%, according to Phelps
NASCAR’s Strength: Accessibility, Loyalty, and Reach
NASCAR has long embraced a different philosophy than Formula 1 when it comes to fan engagement—and it’s paying off. With over 1,200 sanctioned races each year across the Cup, Xfinity, Truck, and regional series, the sport maintains an unmatched presence across the country. This regional spread, combined with affordable tickets and personal fan experiences, forms the backbone of NASCAR’s success.
“F1 is all about restricted access. Ours is all about accessibility.”
“Our fans can stand on pit road, where the cars are.” – NASCAR President Steve Phelps
Unlike the premium-priced, limited-footprint structure of F1, NASCAR makes it feasible for fans in nearly every region of the U.S. to attend a race each year. The contrast is especially stark when considering the small overlap in audiences. According to Phelps, NASCAR’s fan base overlaps with F1’s by only 6%, and with IndyCar by just over 20%.
The Apple TV Backlash: Fans Question F1’s Strategy
F1’s reported deal with Apple TV+ has sparked concern even among its most loyal U.S. fans. Moving to a platform with only 11% household penetration—compared to Prime Video’s 75%—seems like a risky play.
“The Apple deal will kill F1’s momentum in the U.S. for the time being.”
“Only 11% of households have Apple TV. What are they thinking?”
“NASCAR saw a 50% drop on Prime. This could be worse.” – nascar fans’ reaction
The concerns echo what NASCAR fans experienced when races moved to Amazon Prime earlier this year. Despite Prime’s large subscriber base, some Cup Series events saw up to a 50% drop in viewership. Viewers with limited broadband access or regional blackout issues were locked out entirely. If NASCAR fans had trouble with Prime, the fear is that F1 on Apple TV+ could be inaccessible for all but the most dedicated fans.
“Apple already has the rights to MLS. Pairing F1 with it indicates that Apple is aiming to attract a specific type of consumer.”
“Same thing MLS thought a couple years ago. This season Apple did sub-license the package to DirecTV so those without high-speed internet could watch their team.” – nascar fans’ reaction
Others cite MLS as a cautionary tale. Apple’s exclusive MLS deal severely reduced viewership, leading to midseason sublicensing to DirecTV to reach fans without high-speed internet.
NASCAR vs. F1: Two Different Paths in the U.S.
While Formula 1 continues to position itself as a global luxury brand, NASCAR has focused on its core—blue-collar fans, family affordability, and wide availability. And so far, the numbers back that up.
Recent market reports show NASCAR leads all U.S.-based motorsports in:
Sponsorship revenue
TV ratings and total viewership
Event count and regional market reach
Generational fan loyalty and brand trust
Phelps emphasized this divide clearly:
“F1 and IndyCar aren’t our competition. Their fans are largely separate from ours.” – Steve Phelps
That separation is not just philosophical—it’s financial. NASCAR’s broader reach allows for greater ROI for sponsors, more local market activations, and a consistent year-round TV presence. While F1 hosts three high-profile races a year in the U.S., NASCAR fans can attend races almost every weekend.
News in Brief: F1’s Apple Deal Sparks NASCAR Fan Alarm
As Formula 1 moves toward a streaming-only future on Apple TV+, NASCAR continues to double down on its traditional strengths: accessibility, affordability, and cultural relevance. Fans and analysts alike believe F1’s deal could significantly limit its U.S. reach, while NASCAR builds upon its already strong foundation. With over 1,200 events per year, widespread media coverage, and unmatched fan experiences, NASCAR remains the undisputed leader of American motorsports—while F1 risks becoming a niche luxury brand with limited domestic exposure.
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