NASCAR Grants Media Rights to Amazon & Warner Bros., Garners 40% Increase Over Current $820 Million Annual Package

As anticipated, from 2025, NASCAR will not just be hitching a ride with NBC and FOX anymore. Word on the street is they’ve inked a blockbuster $7.7 billion deal, mapping out a 7-year media journey with a pit crew of big names like Fox, FS1, Amazon Prime, TNT, NBC, and USA. And for those revving up for more, the Xfinity series is set to zoom onto CW’s network, while FS1 gears up for the Trucks showdown.

At their press shindig at the Music City Center, a day before the trophies were handed out, NASCAR kept the purse strings tight, not spilling any beans on the dough involved. But, as per the news reported by Sports Business Journal they have clocked the deal at a hefty 40% jump from their current $8.2 billion, 10-year lap with Fox and NBC. Fans, though, might be on the edge of their seats, eager to know who gets to wave the flag for which races.

Revving up for NASCAR’s 2025 Cup Series schedule

Fox is set to kick off the Cup season with a bang, broadcasting the first 14 races. Then, Amazon Prime Video will jump into the driver’s seat, streaming the next five races – a first-time exclusive streaming event for any Cup races. Warner Bros. Discovery will take the wheel next, showcasing five races on TNT and the B/R Sports level on their Max streaming service. NBC Sports will finally bring up the rear, airing the final 14 races with flair.

Besides, NBC Sports will be going all out, showcasing the races on NBC, USA Network, and Peacock. They are also going to throw in a digital twist, live-streaming all the TV action for those with a pass. On the other hand, Warner Bros. Discovery won’t be just sitting in the pit stop either; they’re broadcasting practice and qualifying for the rest of the season on truTV and streaming it on Max.

Furthermore, Amazon Prime won’t miss out on the practice and qualifying action either. They’ll be covering it from the get-go through their five races, except for the Busch Light Clash, Daytona 500, and All-Star Race. Those will be streamed on Max and telecast on truTV in the season’s second half.

Just earlier this month, NASCAR’s president, Steve Phelps, was spilling the beans to reporters. He shared that they were nearing the finish line of their rights auction. He attributed the lengthy process to an “incredibly competitive marketplace.” Phelps also revealed that they’ve been negotiating this rights package for nearly a year, aiming for a mix of broadcast, cable, and streaming.

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When Steve Phelps unveiled the deal, he didn’t just drop the flag; he shared his insights, giving us a peek under the hood of this groundbreaking agreement.

Steve Phelps flags NASCAR stock car racing as a top-tier contender

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As per sportsbusinessjournal.com, NASCAR’s president, Steve Phelps, is revving up excitement about their latest media deals. He’s confident these moves will put NASCAR in the pole position in the ever-shifting media landscape. “If you think about the opportunity to really have broadcast, cable, and streaming, we think it’s an important thing for the next seven years. It signifies to the sports world, to the sponsors, to everyone, that NASCAR is clearly a Tier 1 property and a must-have property, and that’s what I think will be the over-arching message that will be signaled here.”

Brian Herbst, NASCAR’s SVP of Media & Productions, reflected on the past, saying, “When we did this the last time in 2013, the media landscape was more stable and consistent. What was important for us now … is that we wanted some broadcast windows, and then also to be represented on the digital and streaming side. … It was important for us to be in front of a new fanbase that may skew a little bit younger.”

These deals aren’t just about the races. They also hand over highlight rights to WBD’s Bleacher Report and House of Highlights. It is definitely going to help with the viewership problem in a way that tosses in the shift to Amazon Prime Video, and NASCAR’s brass will be betting on luring in a crowd that’s not just younger but more diverse too. In the long run, in fact, it might also help quite a lot with the sponsorship crisis NASCAR has been suffering with lately.

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To make sure fans don’t get lost in the shuffle of hopping between at least five different channels and websites, NASCAR’s convinced these media moguls to play nice and cross-promote. That’s right – fans will need to keep their eyes peeled and switch lanes every 5-10 races. A bit of a maze, but hey, that’s the thrill, isn’t it?