• Loading stock data...
Tuesday, October 21, 2025
exclusive
Media

NASCAR Could Seek Close To $1B Annually For Next Rights Deal

  • NASCAR poised to begin negotiations with media partners Fox and NBC.
  • Two networks currently pay NASCAR a combined $820 million a year.
Joey Logano is surrounded by confetti after winning the NASCAR Cup Series championship 
Syndication Arizona Republic

NASCAR will be seeking a 10% to 15% increase in rights fees for its next long-term media deal, sources tell Front Office Sports. 

The stock car racing giant is set to kick off negotiations with incumbent TV partners Fox Sports and NBC Sports in early 2023. 

Fox and NBC pay NASCAR a combined $820 million annually under a long-term deal that expires at the end of the 2024 season. NASCAR could seek a combined $900 million to $950 million annually under its next contract, said sources.

Brian Herbst, NASCAR’s senior vice president of media and productions, declined to comment on how much NASCAR is seeking. 

But NASCAR is “bullish” on the upcoming negotiations, coming off a season in which TV viewership rose 4%, he said. The race circuit’s relationship with broadcast partners Fox and NBC has never been better, he added.

“We work really closely together, both from a scheduling perspective, but also just in terms of how they monetize the sport. Whether that’s pushing more brands and advertisers to spend on Fox and NBC,” Herbst said. “Fox had their third consecutive year of ad revenue increases in 2022. NBC had their second consecutive year of ad revenue increases in 2022. So it’s working for them — both from a viewership and an ad revenue perspective.”

NASCAR-Cup-Series

NASCAR Races Back With 4% TV Growth in 2022

NASCAR has bounced back in 2022, averaging more than 3 million viewers…
November 3, 2022

As the incumbents, Fox and NBC will get first crack at the rights with an exclusive negotiating window. If no deal is reached, then outside bidders like ESPN, NASCAR’s former TV partner, and streaming giants like Amazon and Apple could join the fray.

NASCAR will likely seek a long-term 8-10-year deal. But it will do so in a tricky, challenging business environment.  

Yes, the premium for live sports has never been higher. The NFL just negotiated over $100 billion in new rights deals with NBC, Fox, CBS, ESPN, and Amazon through 2033. The Big 12 and Big 10 scored new contracts at hefty increases.

But NASCAR will be competing for rights fees against the NBA, which is seeking its own long-term $50 billion to $75 billion deal. 

Like the NBA, NASCAR may break off an exclusive streaming package. The addition of a streaming partner could help NASCAR boost its overall rights fees.

Said Herbst: “There’s going to be a broadcast component to this new media rights deal. There will be a cable component to this new media rights deal. And there will also be a direct-to-consumer or streaming component to the media rights deal.’

What other bidders could emerge? That’s where it gets tricky. Legacy media giants like ESPN parent Disney and Turner Sports parent Warner Bros. Discovery are in cost-cutting mode as the economy slides toward a recession. 

ESPN, who previously partnered with NASCAR for 30 years, could be interested in a reunion at the right price, said sources.

But NASCAR, which went private in 2019, also has a strong story to sell in the upcoming negotiations. TV audiences are growing again, and NASCAR is succeeding with new venues and technologies.

  • The 2022 NASCAR Cup Series averaged 3.04 million viewers this season, up 4% from last year. Fox’s average viewership (3.7 million) for its half of the season was the highest since 2017. Across its three national racing series, coverage was the highest in five years, with 30.28 billion total minutes consumed.
  • NASCAR’s new “Clash at the Coliseum” in Los Angeles was a big hit. Fox averaged 4.28 million viewers for the preseason race at the historic venue, according to Sports Media Watch.
  • Next year, NASCAR will give rival Formula 1 a dose of its own medicine by debuting a street race in downtown Chicago.  NBC will televise the 2.2-mile, 12-turn race that will hit Windy City staples like Michigan Avenue and Soldier Field. 

The rise of young drivers like NASCAR Cup Series champ Joey Logano and Chase Elliott has also energized racing fans still recovering from the retirement of stars like Dale Earnhardt, Jr., Danica Patrick, and Jeff Gordon. Not to the mention the tragic death of Dale Earnhardt in 2001.

“We’ve talked about the youth movement of NASCAR for a while since we had the last generation of drivers retire and transition out,” said Herbst. “But in the last two or three years it felt real, with Chase Elliot winning in 2020, Kyle Larson winning in 2021, and Ross Chastain having one of the most vital moments in the sport’s history in 2022.”

Chastain’s “video-game move” to pass five cars at the finish line of Martinsville Speedway in Virginia has been viewed millions of time across social media.  

Heading into media rights talks, Herbst believes NASCAR will be negotiating from a position of strength.

“We are pretty bullish on our outlook for 2023 and beyond. I think the trajectory of the sport has changed for the better, both from a viewership perspective and an ad revenue perspective,” he said. “And also just the relevancy of our brand and our sport today versus where we were five years ago. I think a lot of health signs and fundamentals of our business are heading in the right direction at the right time.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

The NBA’s $77 Billion Future Starts Tonight 

Seven 2025 NBA All-Stars will miss the start of the season.
Keegan Murray

$20 Million Per Year Becoming New Baseline for NBA Role Players

Christian Braun signed a five-year deal worth $125 million.

TNT Sports Parent WBD Is for Sale As Comcast, Netflix, Paramount Circle

The TNT Sports parent said it has received interest from “multiple parties.”

Featured Today

Christie's

Lou Gehrig’s $4M Jersey and the Exploding Sports Memorabilia Market

An ultra-rare sports collection is about to hit the auction block.
@chef__tezz/Instagram
October 19, 2025

Inside the NFL’s Private Chef Network

Private chefs are the unsung architects of player performance.
October 18, 2025

How Vanderbilt Went From SEC Doormat to Dark Horse CFP Candidate

After beating LSU, Clark Lea said: “Internally, we expect to win.”
May 27, 2025; Indianapolis, Indiana, USA; Indiana Pacers guard T.J. McConnell (9) shoots a three point basket over New York Knicks guard Josh Hart (3) during the third quarter of game four of the eastern conference finals for the 2025 NBA Playoffs at Gainbridge Fieldhouse
October 18, 2025

NBA Stars Swap Wine With League Friends and Foes

A wine-exchange tradition emerged from the bubble season’s close quarters.
Apr 11, 2025; Dallas, Texas, USA; A view of an NBA basketball and backyard and NBA logo before the game between the Dallas Mavericks and the Toronto Raptors at the American Airlines Center.

NBA Tries to Solve Fragmentation Issue It Helped Create

A new “Tap to Watch” feature will direct fans to live games.
Aug 30, 2025; Columbus, Ohio, USA; Ohio State Buckeyes wide receiver Brandon Inniss (1) attempts to make a catch over Texas Longhorns defensive back Graceson Littleton (29) in the first half at Ohio Stadium.
October 16, 2025

SEC Games Help ABC Dominate College Football Ratings at Midseason

Texas–Ohio State on Fox remains the most-watched game of the season.
Mar 12, 2025; Denver, Colorado, USA; General view of ESPN broadcast camera during a game between the Minnesota Timberwolves and Denver Nuggets at Ball Arena.
October 16, 2025

ESPN’s New NBA Segment Resists Hot Takes

LeBron James tweeted in favor of the new segment.
Sponsored

Michelle Wie West: Women’s Sports Doesn’t Need Charity

The LPGA legend on redefining women’s sports and the future of golf.
Oct 10, 2025; Phoenix, Arizona, USA; Las Vegas Aces center A'ja Wilson (22) celebrates with teammates after game four of the 2025 WNBA Finals at Mortgage Matchup Center.
October 14, 2025

WNBA Finals Draws 1.5M Viewers, Second-Highest Series on ESPN

The four-game series averaged 1.5 million viewers.
MLS
October 14, 2025

MLS Publishes Unchecked AI-Generated Game Recaps

Humans are not reviewing the articles for accuracy.
Micah Parsons
exclusive
October 14, 2025

NFL Scorigami Creator Blames Glitches on Twitter Platform Changes

The bot has been glitching all NFL season, and fans have noticed.
Sep 5, 2025; Flushing, NY, USA; Carlos Alcaraz of Spain and Novak Djokovic of Serbia embraces after their match in the semifinal of the men’s singles at the US Open at Arthur Ashe Stadium in Billie Jean King National Tennis Center.
October 13, 2025

Six Kings Slam Returns With Record $6M Prize, Netflix Deal

The Six Kings Slam is held in Riyadh, Saudi Arabia.