NASCAR’s new media deal reportedly is worth $7.7B
NASCAR has recently announced a significant media rights deal with multiple partners, valued at a staggering $7.7 billion, Sports Business Journal reports. The seven-year package will see NBC, Fox, Amazon, and Warner Bros. Discovery become NASCAR’s media partners from 2025 to 2031. Additionally, CW had previously announced a $1.1 billion deal for seven years of NASCAR Xfinity Series coverage.
According to Sports Business Journal, this new deal signifies a 40 percent increase over NASCAR’s existing media contract rates. The confirmation of these agreements was made by NASCAR in Nashville on Wednesday, with the organization refraining from disclosing specific financial details.
NASCAR president, Steve Phelps, expressed his excitement about the partnership. He stated, We are super excited about what 2025 is going to bring to us … which is a combination of obviously broadcast, cable and streaming. We want to meet race fans where they are or potential race fans where they are. We think this group does exactly that for us, so we couldn’t be happier to have them on board.
Under the new deal, both NBC and Fox will broadcast 14 NASCAR Cup Series races annually. NBC will cover the entire playoff run, ensuring comprehensive coverage for fans. Additionally, Amazon and TNT Sports, a division of Warner Bros. Discovery, will each telecast five races. Furthermore, the two outlets will share all telecasts of the full season’s practice and qualifying sessions, except for the Busch Light Clash, Daytona 500, and NASCAR All-Star Race, which will be exclusively aired on Fox.
Jay Marine, Amazon’s Prime Video vice president and global head of sports, expressed enthusiasm about the partnership and explained why NASCAR was an attractive choice for the company. He said, In terms of why NASCAR for Amazon, what we really look for are premium tier 1 sports that can move the needle for Prime, and NASCAR fits that. A sport that has a passionate fan base, a large fan base where the sport is must-see for them. That is extremely valuable.
Brian Herbst, NASCAR senior vice president of media and productions, highlighted the significance of these agreements for NASCAR and the media landscape as a whole. He said, These agreements not only show NASCAR’s importance to the sports and entertainment ecosystem but also the willingness of some of the world’s largest and most respected media companies to make significant investments in America’s leading motorsport.
He further added, The media landscape is rapidly evolving, with new distribution platforms providing more options to the consumer than ever before. This is the right mix of media partners to promote and deliver content around our sport – positioning NASCAR for growth across different mediums and giving our fans uninterrupted access on the established platforms that they are already using.
With the new media deal secured, NASCAR is set to embark on an exciting era that combines traditional broadcast and cable networks with streaming services. The agreement reflects the sport’s enduring popularity and the value it holds for major media entities. By expanding its reach across different platforms, NASCAR aims to engage existing fans while also attracting new ones. As 2025 approaches, fans can eagerly anticipate high-quality coverage and accessibility to their favorite motorsport events.
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