NASCAR’s Streaming Ambitions Could Be Final Piece Of Media Rights Puzzle

NASCAR intends on making streaming a major component of its next set of media rights deals — and figuring out exactly what that will look like might be the final step in solidifying its broadcasting future.

Fox and NBC are widely expected to keep showing NASCAR races under extended deals that would begin in 2025. But earlier this month, at the Cup Series championship race in Phoenix, NASCAR president Steve Phelps confirmed a streaming component was in the works, as well.

Right now, Fox broadcasts the first half of the NASCAR season and NBC the second, including the playoffs. The two companies pay a combined $820 million for NASCAR rights. Last year, sources had told Front Office Sports that NASCAR was shooting for as much as a 15% increase in media rights fees, which would take the circuit close to $1 billion.

Shifting Gears

This week, Sports Business Journal reported that NASCAR is expanding its proposed midseason package from six races to 10 in an effort to potentially entice broadcasters to pay more for that set. Previously, Amazon and Warner Bros. Discovery had reportedly been two contenders to take that package and be a third media partner with NASCAR. In Phoenix, Phelps admitted that he thought the new media rights agreements would have been in place by now.

Conventional thinking would have an Amazon deal streaming races exclusively on Prime Video. WBD would have the option of putting races on its cable channels, TNT or TBS, or exclusively airing or simulcasting them on its Max streaming service.

Once an agreement is reached for this new midseason package, expect NASCAR to move quickly in announcing the upcoming deals.