Denny Hamlin, a veteran Cup Series driver, has voiced strong criticism of NASCAR’s current television deal as the sport grapples with falling viewership numbers this season. His remarks, focused on the ongoing Denny Hamlin NASCAR TV ratings debate, highlight concerns that recently signed media agreements are harming the sport’s reach, especially against the backdrop of mounting competition from the NFL on Sundays.
Hamlin’s Concerns Over NASCAR’s Media Strategy
With NASCAR’s television ratings dipping during the NFL season, Denny Hamlin took to his podcast to speak openly about his dissatisfaction with how recent media rights deals are affecting the sport. He pointed out that, while television ratings may have diminished in strategic importance over the years, they remain a crucial revenue source. Media partners have committed $7 billion over seven years, and without sufficient viewership, such investments come into question.
Hamlin was adamant that NASCAR’s decision-making has prioritized immediate financial gains over long-term audience growth and accessibility. He specifically referenced how the new TV contract resulted in fewer Cup Series races being broadcast over traditional networks, making it harder for dedicated and casual fans alike to keep up with the action. Instead of leveraging the broadest reach, Hamlin argued NASCAR’s approach has repeatedly settled for the highest bidder among networks, often at the expense of convenience for viewers.
“Just not good. I don’t know. We [NASCAR] signed the deal that we signed,”
Denny Hamlin, Driver
He expanded on issues introduced by a scattered broadcast schedule, describing how fans are forced to hunt across multiple networks to find NASCAR races. Hamlin referenced Eric Estepp’s analysis and echoed concerns about the limited number of available “sports eyeballs.” He suggested the overwhelming popularity of NFL football during the season pulls the lion’s share of attention from sports audiences, making it almost impossible for NASCAR to compete head-to-head on Sunday afternoons.
“You’re asking so much of your fans to just keep chasing you around all these different networks, and I know it’s not that hard. I think that, Eric Estepp, actually, when he kinda broke down what he thought the reasonings were, I agreed with him. There’s lots of things. I think that there’s, I’m very steadfast that there’s only so many sports eyeballs. People that love sports love sports. And sometimes, you’re just watching what’s on sports. When the NFL has taken such a lion’s share of those eyes right now, record-setting every single week, people just, that’s their priority. If football’s not on, I think you’ve got a legitimate shot of being the next in line. But going head-to-head, it’s just going to be a tough road.”
Denny Hamlin, Driver
Challenging the Status Quo: Scheduling and Over-Saturation
In a pointed challenge to longstanding tradition, Hamlin questioned whether NASCAR should continue to race on Sundays during the NFL season. He mused about the possibility of shifting major events to Friday nights, acknowledging logistical challenges for traveling fans, but suggesting it might offer a more advantageous position in the crowded sports landscape.
“Can I ask a question? Maybe just a theoretical and they’ll hit us up in the comments. Why not own like Friday night? Like, Friday is … I’m just, would you say anything is better than Sunday?”
Denny Hamlin, Driver
He speculated that a Friday slot, while not without drawbacks for those who travel long distances to see races, could at least spare NASCAR from head-to-head clashes with the NFL’s broadcast behemoth. Hamlin further critiqued the relentless length of the Cup season, arguing that racing 38 weekends a year is excessive and contributes to fan fatigue by the end of the season. Unlike the NFL, which could make more money by expanding its calendar but chooses not to, he feels NASCAR prioritizes quantity—sometimes to its own detriment.
“They got Saturday to get back home if they do travel. I just, I don’t know, I just feel like Sunday afternoon, I just don’t know that if you built a series from scratch right now, A, you would NOT be racing 38 weeks a year. We race entirely too much; it’s over-saturated by this time of the year. If other sports just cared about money, they’d play football for 38 weekends a year, but they don’t.”
Denny Hamlin, Driver
Comparisons to the NFL and Broader Governance Issues
Hamlin also compared NASCAR’s model to the NFL, underlining the contrasting systems in place. The NFL operates with collective bargaining agreements and input from teams and team owners, but NASCAR lacks these collaborative frameworks. Decisions about scheduling, television contracts, and media strategy are made without a formal stake for the groups directly affected, fueling dissatisfaction among drivers and teams.
The driver’s comments coincide with ongoing legal battles involving NASCAR’s structure and operational choices, further underscoring internal disagreements about the organization’s direction and priorities. Hamlin’s criticism that NASCAR has “sold out” potential audience growth for short-term cash highlights the tension between immediate financial rewards and the sport’s long-term health.
Focus on Future Solutions as Ratings Slump Persists
With Denny Hamlin NASCAR TV ratings issues front and center, it’s clear the sport’s leaders are under pressure to reimagine the product for contemporary viewers. Hamlin’s public appeals signal a call for innovative thinking—whether it means reworking the season calendar, revisiting how races are broadcast, or even adjusting the Cup Series’ fundamental structure.
For now, unless NASCAR is willing to be bold in its approach and experiment with new formats or time slots, simply holding steady may not be enough to halt the erosion in audience. The outcome of these discussions—and the sport’s current lawsuit—could well chart the next chapter in NASCAR’s ongoing struggle to hold its place in the American sports television landscape.
