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Sunday, February 25, 2024
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NASCAR Secures $7.7B Media Rights Deals

  • NASCAR has new broadcast deals with Amazon, Fox Sports, NBC Sports, and Warner Bros. Discovery.
  • All together, NASCAR's new media contracts will pay out $7.7 billion over sever years.
Eric Canha-USA TODAY Sports

NASCAR was hoping to get close to $1 billion per year from negotiations for its next set of media rights deal. It got its wish — and then some.

The racing circuit has announced seven-year broadcast partnerships for its Cup Series with Fox Sports, NBC Sports, Amazon, and Warner Bros. Discovery, set to begin in 2025. 

Along with the CW’s NASCAR Xfinity Series pact, the sum of all the new deals amounts to $7.7 billion, according to multiple reports — a 40% annual increase on what NASCAR is currently receiving from Fox and NBC.

Here’s how the race broadcasts will break down, in order, each season:

  • Fox Sports: 14 races (five on Fox, 9 on FS1)
  • Amazon: 5 races on Prime Video
  • WBD: 5 races on TNT and simulcast on Max’s sports tier
  • NBC Sports: 14 races (four on NBC, 10 on USA Network)

Beyond the midseason package, Amazon and WBD will broadcast Cup Series practice and qualifying sessions — the first half of the season on Prime Video and the second half on TruTV and Max. Fox Sports retains rights to the NASCAR Truck Series.

Track Trends

The deals give NASCAR security for the rest of the decade and continues the evolution of top-tier sports leagues toward more exclusively streamed and simulcast broadcasts. Max gets more content for its sports tier, while Prime Video can build on its NFL success with another sports draw.

Notably, as Formula 1 continues to gain more fans in the U.S., NASCAR’s new media deals are worth 13 times the reported value of F1’s U.S. deal with ESPN, which runs through 2025.

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