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NASCAR Drives Onto Netflix To Woo New Generation Of Fans

  • Netflix will carry a docuseries around the 2023 NASCAR Cup Series Playoffs.
  • Dale Earnhardt Jr. will be an executive producer of the show.
Rich Barnes-USA TODAY Sports
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NASCAR is headed to Netflix with the aim of attracting new — and hopefully younger — racing fans.

Nearly every touring-circuit sport has tried to imitate the success of “Drive To Survive,” the Netflix docuseries that created a frenzy around Formula 1 in the U.S., especially among a key viewer demographic — about 75% of Netflix users in the U.S. are reportedly between 18 and 34 years old.

The PGA Tour and ATP/WTA tennis tours debuted their own series this year in collaboration with the same producers of the F1 hit, Box to Box Films, which also made a docuseries about the Tour de France.

During the 2022 season, NASCAR produced its own docuseries, “Race For The Championship,” which aired on USA Network and streamed on Peacock — both subsidiaries of NASCAR media rights partner NBC Universal.

Now, NASCAR is partnering with Words + Pictures — a production company co-founded by former ESPN executives — for a show following the 2023 Cup Series Playoffs, which begin next month. Dale Earnhardt Jr. will also be an executive producer.

It’s unclear if NASCAR approached Box to Box about potentially producing its new series or if the company showed any interest. Either way, NASCAR can likely expect a significant boost in documentary viewership simply from its presence on Netflix.

Prime Time In Colorado

The University of Colorado’s 2023 football season will be filmed for a series to stream on Amazon that will primarily follow Deion Sanders’ first season as head coach. A four-episode series, “Coach Prime,” chronicled the 2022 Jackson State season featuring Sanders. 

​​Colorado will not be compensated for allowing the series to film on campus, according to USA Today, but the school is bullish on the financial impact Sanders’ profile can have.

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