• Loading stock data...
Monday, October 6, 2025

NASCAR’s Media-Rights Deals Worth $7B. But Who Will Air Which Races?

  • In 2025, Amazon and TNT will join Fox and NBC as broadcast partners.
  • NASCAR is still determining who gets some of the biggest races.
Andrew Weber-USA TODAY Sports

NASCAR is 12 races into its 2024 season, which is a unique one on the broadcast front. Next year, incumbent partners Fox Sports and NBC Sports will see their race counts drop when Amazon and Warner Bros. Discovery come on board with NASCAR’s $7.7 billion media-rights deals beginning.

We already know the split of races—14 each for Fox and NBC, five each for Prime Video and TNT/Max—but exactly who gets which events is still being worked. Finding the right balance has become a “heavy area of focus internally,” NASCAR senior vice president of media and productions Brian Herbst tells Front Office Sports.

“The biggest piece for us on the schedule side is that each one of these partners is going to look for tentpole events, and they’re going to look for new markets,” Herbst says. Fox, of course, will still get the season-opening Daytona 500 (above) and NBC the Cup Series championship race. But what about other major events like the Coca-Cola 600 in Charlotte or the Chicago street race that wildly surpassed viewership expectations in its debut last summer? 

“Sometimes you’re able to deliver more to one partner versus another in one part of the year,” Herbst admits. “But you want to make sure that you do right by everybody over the course of the term of the partnership.” There’s still plenty of time to sort everything out, though. Last year, NASCAR released its 2024 schedule in October.

Netflix Bump?

Like several other leagues in the wake of continued success for Formula One’s Drive to Survive docuseries, NASCAR joined the Netflix party this year with the debut of its own show, Full Speed, that chronicled last season’s playoffs. Early data showed that 88% of people who watched Full Speed didn’t watch the 2023 NASCAR Cup Series championship race. Eventually, NASCAR will be able to find out which Netflix viewers ultimately watched Cup Series races this season.

Along with the seemingly new audience coming from the Netflix series, Herbst isn’t too worried about NASCAR’s current base making the switch to streaming for races on Amazon—more NASCAR fans currently subscribe to Prime Video than cable, he says.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Dec 2, 2022; Las Vegas, NV, USA; Southern California Trojans former quarterbacks Mark Sanchez (left) and Matt Leinart watch from the sidelines during the Pac-12 Championship game against the Utah Utes at Allegiant Stadium.

Mark Sanchez, Fox Sports Sued Over Alley Fight That Turned Bloody

The high-profile incident took place Saturday night in Indianapolis.

Mark Sanchez Charged With New Felony in Indianapolis Case

The broadcaster and ex-NFL quarterback faces up to six years in prison.

Mark Sanchez Faces Three Charges After Indy Stabbing Incident 

Mark Sanchez is charged after being stabbed in Indianapolis altercation.

Fox Analyst Mark Sanchez Arrested After Violent Incident in Indy

Sanchez was “arrested for” three misdemeanors, but has not been charged.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
Sep 27, 2025; Athens, Georgia, USA; Georgia Bulldogs running back Josh McCray (2) runs against Alabama Crimson Tide linebacker Nikhai Hill-Green (41) and defensive back Keon Sabb (3) in the second half at Sanford Stadium.
exclusive

College Football Viewership Is Up Double Digits. Here’s Why

Average game viewership is up by more than 10% so far.
Georgia Bulldogs quarterback Gunner Stockton (14) throws the ball during the first half of a NCAA college football game against Alabama in Athens, Ga., on Saturday, September 27, 2025.
October 1, 2025

Alabama-Georgia Draws 10.4M Viewers, Drives Record CFB Season Pace

ABC drew 10.4 million viewers for Alabama-Georgia.
The NBC Sports broadcast team works Michigan State's football game against Boston College on Saturday, Sept. 6, 2025, at Spartan Stadium in East Lansing.
October 2, 2025

NBC Sports, Peacock Stay on YouTube TV With Long-Term Deal

The broad-based agreement keeps NBC channels with the key distributor.
Sponsored

How Soccer Star Jozy Altidore Became a Buffalo Bills Owner

Jozy Altidore discusses building a business legacy off the field.
Green Bay Packers wide receiver Christian Watson (9) pulls down a touchdown reception against Dallas Cowboys cornerback DaRon Bland (26) in the fourth quarter during their football game Sunday, November 13, at Lambeau Field in Green Bay, Wis.
September 24, 2025

Packers-Cowboys Game Is Getting Super Bowl–Like NBC Treatment

The network will bring its pregame show to Dallas.
Sep 18, 2025; College Park, Georgia, USA; Indiana Fever forward Aliyah Boston (7) reacts as the Fever defeat the Atlanta Dream during game three of round one for the 2025 WNBA Playoffs at Gateway Center Arena at College Park.
September 19, 2025

Fever Upset of Dream Brings Ratings Boost to WNBA Semis

The Indiana Fever will face the Las Vegas Aces in the semifinals.
September 17, 2025

Fever Ratings Fall Without Clark, but Rest of WNBA Game 1s Surge

The Indiana Fever game drew 47% fewer viewers this year.
Sep 14, 2025; Kansas City, Missouri, USA; Philadelphia Eagles wide receiver DeVonta Smith (6) makes a reception defended by Kansas City Chiefs cornerback Trent McDuffie (22) during the fourth quarter of the game at GEHA Field at Arrowhead Stadium.
September 16, 2025

Eagles-Chiefs Super Bowl Rematch Sets Early NFL TV Ratings Mark

Several new milestones are established with the big early-season matchup.